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The President's Choice logo The French name of President's Choice is le Choix du Président President's Choice (or "PC") [in French, Le choix du président] is the private label brand of Loblaw Companies Limited, the largest food retailer in Canada. The PC brand includes a wide variety of food, drinks and consumer products, and services, such as President's Choice Financial services. While many store brands (including Loblaw's own value brand No Name) provide low-cost versions of brand-name products, many PC products are marketed as being on the same level as "brand name" products. PC is also used in Loblaw's national advertising as a unity brand across the company's various food store banners, even occasionally to promote products or services that are not officially under the PC umbrella. A national Loblaw ad promoting local produce, for example, might say it's from "the people who bring you President's Choice", as opposed to using the corporate name or listing all of the company's store names. Many Loblaw-affiliated stores now also carry secondary signage denoting it as "the home of President's Choice". Contents 1 History 2 Product lines 3 Types of products 3.1 Food products 3.2 Non-food grocery items 3.3 Mobile phone service 3.4 Financial services 4 Availability in the United States 5 Availability outside of Canada and the United States 6 See also 7 References 8 External links History The brand was launched by Dave Nichol, president of the company's flagship Loblaws chain from 1975 to 1985, and president of Loblaw's product development arm from 1985 to 1993.[1] Nichol, the president from which the brand got its name, has not been associated with the company since 1993, although both the PC brand and the semi-annual "Insider's Report" flyer (which originally bore his name) have continued. The "Insider's Report" differs from typical grocery store flyers in that instead of promoting sales and low prices, it emphasizes the uniqueness of the products, either in that they are only available under the President's Choice brand, or by arguing that the products are of much higher quality than competing products. For example, the report will often present PC-branded cookies and emphasize the use of exceptionally high-quality, imported, or organic ingredients. While The Decadent, a chocolate chip cookie made with butter and President's Choice-branded Decadent chocolate chips, was only available in 17% of Canadian supermarkets, it became Canada’s best selling cookie.[1] President's Choice also sells separate colas in packaging resembling both major competing brands, PC Cola (in a red can representing Coca-Cola) and PC New Wave Cola (in a blue can representing Pepsi). PC products cover most food categories, although some of these categories have a limited selection compared to other brands (e.g., PC-branded milk is only available in the organic variety). In Canada, PC products are generally sold only at Loblaw-owned or -affiliated stores. One notable exception is President's Choice beer, which in Ontario is only available at The Beer Store due to provincial laws on the sale of alcohol (although it is also sold at Real Canadian Liquorstore locations in Alberta, where private liquor stores are permitted, and Loblaw-owned or -affiliated stores in Quebec, where supermarkets are allowed to sell beer and wine). Recently, Loblaw executive chairman Galen G. Weston has begun to appear in advertising in an attempt to revive the PC brand to the status it had under Nichol. Weston is the company's chief executive and a member of the family which controls Loblaw; however, the position of president is held by Allan Leighton. Product lines In addition to the main President's Choice line of products, the brand also features six specialized product lines: Teddy's Choice: products for infants Mini Chefs: food for 5- to 10 year-olds Organics: organic food All Canadian: meat-products produced and distributed specifically in British Columbia, and previously for a short time in Alberta Blue Menu: food marketed to health-conscious consumers. Blue Menu products often have lower fat content or healthier ingredients such as whole grains. Green: products that are marketed as being more "environmentally-friendly." (For example, advertisements for PC GREEN Toilet Bowl Cleaner state that it is "100% chlorine-free" so there are "...fewer toxic substances going into our water.") Types of products Food products PC's food products include a variety of prepared foods (baby food, canned foods, soups, condiments, etc.), grain products (breads, cereals, grains, rice, etc.), dairy products (yogurt, cheese, etc.), frozen food (frozen desserts, entrees, meats, etc.), drinks (juice, soda, water, coffee, tea and beer.); fresh foods (deli products, meat, poultry, fresh pasta, produce, seafood, etc.), and snacks (crackers, snack foods, chips, dips, and sauces). Non-food grocery items Non-food items include pet food and supplies; baby products; bath and body care products; cleaning and household products; laundry supplies; miscellaneous goods; paper and office products; and a range of general merchandise. Mobile phone service PC Mobile started in the summer of 2005 as another President's Choice product, reselling Bell Mobility's services as a Mobile Virtual Network Operator in Canada. Due to recent growth in the prepaid mobile industry, PC Mobile now competes with other Canadian pre-paid MVNO companies, such as Virgin Mobile, Solo Mobile, 7-Eleven Wireless, and Petro-Canada Mobility. PC Mobile currently offers five phones: the Samsung m300, the Nokia 6275i, the Motorola KRZR, the LG Rumor 2 and the LG 160. PC mobile airtime fees are $0.20/minute. There is an initial credit of $10 for new accounts. There are two top-up cards offered: $15.00 (good for 30 days) worth of airtime and $25.00 (60 day expiry). In 2010, an annual plan for $100was added. WAP service is also available through PC. For an additional five dollars per month, unlimited access to WAP-enabled websites using the OpenWave browser is granted. (All prices CAD) Financial services Main article: President's Choice Financial Availability in the United States President's Choice products have been available in the United States in the Chicago market at Jewel grocery stores since the early 1990s,[2] under an exclusive regional marketing agreement.[3] Even though Jewel-Osco and Loblaws both carry President's Choice products, Jewel Osco's owners (including current parent Supervalu) and President's Choice distributor Loblaw Companies Limited are unrelated companies. From around 1995-1999, Lucky Stores carried President's Choice soda until acquired by Albertsons. Modesto, California-based New Deal Market chain carried the President's Choice line for a short time under their ownership by Canada-based Provigo Corp. Michigan-based Glen's Market carried the President's Choice line for a short time. Glen's Market offered special coupons and promotions on the item to create excitement about the new line being offered. Glen's Market is a wholly owned subsidiary of Spartan Stores, Inc. Michigan-based D&W Food Centers carried the President's Choice brand for several years before eventually being purchased by Spartan Stores, Inc. Michigan-based Great Scott! supermarkets carried the President's Choice line before being acquired by Kroger in 1990. Kroger then sold President's Choice products in its Michigan stores for a short time after the acquisition of Great Scott! (presumably until a contract to carry the product expired). During the 1990s, Stop & Shop supermarkets of Quincy, Massachusetts also carried the PC line of products, as did Cambridge, Massachusetts-based Star Market before it was acquired by Shaw's Supermarkets in 1999. Shaw's ceased carrying President's Choice products in its Star-branded stores following the acquisition, despite the PC line being carried by its parent's Jewel stores. Portland, Oregon-based Fred Meyer stores also carried the President's Choice brand for a time. Charlotte, North Carolina-based Harris Teeter carried the brand in the early 1990s. St. Louis based National Supermarkets, then owned by Loblaw, rolled out the brand along with other Loblaw-owned chains. This continued until the chain was purchased by competitor Schnucks in 1995. Schnucks continued selling the brand until 1998. President's Choice was also carried by Bell's Markets in western New York, when they were supplied by a company affiliated with Loblaw. They were later carried by Tops Friendly Markets in that area[4] but can no longer be found there. Houston, TX-based Randall's Food Markets carried the brand until their acquisition by Safeway Inc. in 1999. Availability outside of Canada and the United States Grand Cayman, Cayman Islands, Hurley's Supermarkets carried the brand until 2007. See also List of Canadian mobile phone companies References ^ a b Marketing Hall of Legends: Dave Nichol ^ Klepacki, Laura (March, 1992). "Jewel set to roll out President's Choice line". Supermarket News. http://findarticles.com/p/articles/mi_hb4331/is_199203/ai_n15116159.  ^ Hauk, Katherine (July,1992). "Beyond borders - Jewel Food Stores Inc. to market Loblaw International Merchants Inc.'s President's Choice products - Inside the News". Prepared Foods. http://findarticles.com/p/articles/mi_m3289/is_n8_v161/ai_12786757.  ^ Turcsik, Richard (January, 1995). "Tops said to give nod to President's Choice". Supermarket News. http://findarticles.com/p/articles/mi_hb4331/is_199501/ai_n15119964.  External links President's Choice website President's Choice Mobile Website Nichol's speech at The Empire Club of Canada v · d · eCanadian mobile phone companies Network operators Bell Mobility · CityWest Mobility · DMTS Mobility · ICE Wireless · MTS Mobility · Mobilicity · NorthernTel Mobility · NMI Mobility · Public Mobile · Rogers Wireless · SaskTel Mobility · Télébec Mobilité · Telus · TBayTel Mobility · Vidéotron · Wind Mobile Mobile virtual network operators 7-Eleven Wireless · Chatr · Cityfone · Clearnet · DCI Telecom · Fido · Koodo Mobile · PC Mobile · Petro-Canada Mobility · Primus Canada · SearsConnect · Solo Mobile · uWho Wireless · Virgin Mobile Canada v · d · eGeorge Weston Limited Corporate Directors A. Charles Baillie • Robert Dart • Peter Eby • Phillip Farmer • Anne Fraser • R. Donald Fullerton • Anthony Graham • Mark Hoffman • Allan Leighton • John Makinson • Robert Prichard • Wendy Rebanks • Galen Weston • Galen G. Weston President's Choice brands President's Choice • President's Choice Financial • PC Points Food or drink brands Arnie's Bagels • Brownberry • Country Harvest • Exact • George Weston Bakeries (Canada only) • Interbake Foods • No Name • Wonder Bread (Canada only)* Loblaw Companies supermarkets Atlantic Cash & Carry • Atlantic Superstore • Dominion (Newfoundland) • Extra Foods • Freshmart • Fortinos • Loblaws • Maxi • No Frills • Provigo • Real Canadian Superstore • Real Canadian Wholesale Club • SaveEasy • SuperValu (Canada) • T & T Supermarket • Valu-mart • Your Independent Grocer • Zehrs Markets *Rights to these brands in the United States are owned by different companies.