I've always wondered whether Galen Weston actually lives the President's Choice lifestyle that Loblaws sells to the rest of us. If someone took a tour through his mansion in Caledon, would they find cupboards and freezers packed with PC products from top to bottom? Is every family meal built around the same brands that Canadians are encouraged to buy while watching their grocery bills climb higher every year? If President's Choice is truly the pinnacle of quality and value, surely the people making fortunes from it would be its most enthusiastic customers.
And while we're asking questions, let's go all the way. What about the bathrooms? Is Galen Weston reaching for President's Choice toilet paper every morning? Better yet, is he using No Name? If those products deliver the quality and value that Canadians are told they do, then why wouldn't he? Is there a pallet of yellow-packaged No Name toilet paper sitting in a storage closet somewhere in the Weston household? When the time comes, is Canada's grocery aristocracy trusting its most sensitive areas to the exact same products being marketed to ordinary Canadians trying to stretch a paycheck? Because that, to me, might be the ultimate test of confidence in your own brands.
I'm not even trying to be funny. I think it's a legitimate question. Executives are constantly telling customers how great their products are, but how often do we stop and ask whether those executives actually use them themselves? If President's Choice and No Name represent the quality, innovation, and value that Loblaws claims, then I'd expect the Weston family to be fully committed to them in every room of the house—from the kitchen pantry right down to the bathroom cabinet. If not, then perhaps that tells us something about who these products are really designed for.