25 Years of President's Choice at Loblaw's

So yesterday I led with a little about Dave Nichols, and today it seems only fitting to take a look at President’s choice the groundbreaking brand he created for Loblaw’s and that for a time could be found in many retailers across the US. Where I grew up Harris Teeter carried it. His team also worked with Walmart to develop what became the Great Value brand and Sam’s Choice. Hos groundbreaking work is still abundantly evident in both product and strategy and I often wonder what private brand would look like if he were still running the show. Surely innovation would have led to an evolution of the Loblaw’s private brand portfolio and ma y would have followed.

Christmas is almost here and for the last 25 years our neighbors to the north have looked forward to the holiday edition of the “President’s Choice Insider’s Report”from Loblaw’s.  Loblaw’s spokes people report that President’s Choice is Canada’s largest consumer goods brand. The 36-page advertorial catalog describes more than 145 products, including new wild Pacific Salmon Mini Wellingtons (hors d’oeuvres), Tandoori Chicken Wings, Our Best Ever Meat Lasagna (perfected after 18 recipe changes over the past 25 years), Dulce de Leche Cheesecake, Saute and Serve Entrees from France, and many more. Also included are products brought back from past years – Memories of Fuji 3-mushroom sauce, the Decadent Chocolate Truffle Cake, Freezer Jams, etc.


This is a great article taht gives more detail on the subject. President’s Choice ‘epitomizes branding’.

Please follow and like us:
Previous articlePrivate Brand Legend – Dave Nichol
Next articleYummy, Taste The Fresh Market
Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.