Dave Nichol personified product innovation and creativity. As president of Loblaw Supermarkets starting in 1976 and later Loblaw International Merchants, Dave Nichol made “President’s Choice” the standard by which retailers judged their private label programs. His involvement in TV ads, circulars, cooking classes, and endless promotions, proved that private label could be a corporate brand: something that defined a retailer’s image and made the retailer’s store a destination for shoppers. Even after a remarkable tenure with Loblaw, Dave Nichol never lost his conviction in the boundless future of private label as the CEO of his own consulting firm.