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Private Label Icon Nichol Dies at Age 73

TORONTO — Dave Nichol, a former Loblaw executive who helped make the chain’s President's Choice brand one of the most successful private labels in the industry, died here this week. He was 73.

“We are deeply saddened and our thoughts and prayers go out to Dave's family," said Galen G. Weston, executive chairman, Loblaw Cos., in a statement. "Dave's passion for food and his vision helped to transform the way Canadians eat, and he has left a tremendous legacy that endures in the company today. He will be missed by all who had the opportunity to work with him and benefit from his guidance and friendship.”


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Weston hired Nichol in 1972 as director of product development, and he went on to be president of Loblaw Supermarkets. He was “the force behind” the President’s Choice brand, the company said, and was featured as its spokesman in ads across Canada. He also helped develop the lower-price-point NoName private label at the chain.

President’s Choice became the No. 1 brand in Canada, and many of the products Nichol introduced are still on the market, such as The Decadent Chocolate Chip Cookie. The brand has also been picked distributed to several U.S. chains over the years.

Nichol left to become a private consultant in 1993, and came back to Loblaw as an advisor in 2009, according to local reports.

A memorial service is planned for spring, The Globe & Mail reported. Details will be announced at a later date.

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