President's Choice (French: Choix du Président) or PC is a line of grocery products and services offered by the Canada-based Loblaw Companies Ltd.

The first President's Choice (PC) products began appearing on Loblaw store shelves in 1984, but the concept was created the year before as the company marketed a new ground coffee.

Watt recalled how PC Gourmet Coffee went on sale by Christmas: It goes on the shelf and becomes the number-one selling item in the grocery section.

"I started off running Loblaws like every other retailer in North America," he said, "which is getting people in the store by giving Coke and Tide away below cost.

While its innovative self-serve format produced rapid growth through its early years, by the 1970s Loblaw Companies Limited was struggling to revitalize its operations and recapture market share.

Described by Nichol as a cross between Mad and Consumer Reports that combined "zaniness and food tips in a comic book format",[5][6] the newspaper supplement was a quirky, tongue-in-cheek product review modeled after flyers from California supermarket chain Trader Joe's.

"[7] Throughout the Insider's Report, Nichol promoted PC as good as or better than the national brand at substantially lower prices,[8] often drawing direct comparisons to competitors' products.

For Loblaw's management, the PC sales strategy surpassed simply competing with national brands; its ability to draw customers into stores was considered important.

"[9] The approach led to unique items such as PC Gourmet Italian Dog Foods, and lines such as "The Decadent" products and "Memories of" sauces.

In 1992, the product was reformulated and relaunched as the "Eat The Middle First" cookie, with Nichol's guarantee that if you didn't like it, he'd give you a bag of Oreos for free.

While Nichol defensive at times, he contended that events had actually helped promote G.R.E.E.N: "The real success of the green story is the enormous controversy it caused", he says.

"[14] Loblaw president Richard Currie pointed out that following the introduction of the line, a flood of "green" products by other manufacturers hit the market.

Meantime, Dave Nichol's Insider's Report, which, according to an A.C. Neilson survey, was read by 59% of Ontario households, had become almost exclusively devoted to the promotion of PC, which now represented $1.5 billion in sales, or 20% of Loblaw's annual revenue.

Though Don Watt produced early versions of it, others, such as Loblaw art director Russ Rudd, created many of the most successful designs.

By the late 1980s, Don Watt, working on design contracts for a number of US supermarket chains, became something of an "unofficial ambassador" for PC.

He told of how international executives who toured Loblaw stores would ask whether the company's private label program was for sale.

"[2] As PC began making inroads, Loblaw aired a series of primetime infomercials in Buffalo, New York with Nichol and marketing executive Boris Polakow.

Loblaw also prepared to test-market PC products on the shelves of ParknShop, Hong Kong's second-largest supermarket chain.

Launched only weeks before Christmas, supplier Lakeport Brewing assured Loblaw, based on historical data, that it had enough product in stores for the holiday season.

Advertised as "premium quality", yet value-priced, the beer sold out before Christmas, and Lakeport subsequently ran full-page ads apologizing for the shortfall.

He began promoting a number of Dave Nichol-branded products as the new president of controlled brands at Cott Corp., a private label soft drink maker.

Company brand sales – chiefly President’s Choice – were up 18.5%, well ahead of the average gain of 11% recorded by A.C. Nielsen of Canada Ltd. for 550 store-brand product categories.

A press report said, "It's the first time a major Canadian retailer has developed its own full-fledged banking services, which will be available to customers across the country within 18 months".

In 2005, PC Blue Menu introduced a line of healthful and convenient food items, replacing the Too Good To Be True!

In October 2006, after a problematic corporate restructuring caused a string of losses, John Lederer resigned as president and Galen G. Weston assumed the new post of Executive Chairman of Loblaw Companies Limited.

[29] In a series of television commercials designed by Toronto advertising agency Bensimon Byrne, he appeared informally in shirtsleeves and, without reference to any corporate title, introduced himself simply as "Galen Weston".

[31] Though Loblaw has retracted its private-label program from US and international markets, PC and No Name still account for 25% of its domestic food sales, double the industry average.

The campaign uses a new slogan each year, focusing on societal issues such as disconnection due to technology, eating alone in the workplace, and social media influence.

Minneapolis-based Nash Finch Company carried the PC brand in its corporate owned stores, such as Econofoods in the early 2000s.

Houston, Texas–based Randalls Food Markets carried PC products until their acquisition by Safeway Inc. in 1999., as did its sister chain Tom Thumb in Dallas-Fort Worth.