Dave Nichol

David Alexander "Dave" Nichol (February 9, 1940 – September 22, 2013) was an award-winning Canadian Product Marketing expert. He was born in Chatham, Ontario. He introduced several store branded lines of products in the 1970s that propelled Loblaws from a struggling chain to an industry leader. For a time, as spokesman for Loblaws, he became a recognizable Canadian business personality, largely due to his being featured in thirty second commercials, and thirty-minute infomercials during the mid-1990s. Nichol also served as President of Loblaws Supermarkets.

Nichol died in Toronto on September 22, 2013, at the age of 73.

Nichol's father was a railway station agent, so the family moved around frequently. Nichol completed his undergraduate degree at the University of Western Ontario’s School of Business (1962). While at UWO his roommate was Galen Weston, from one of the richest families in Canada. Nichol completed a law degree at the University of British Columbia and a Masters in Law from Harvard.

His first job after Harvard was with McKinsey & Company's Toronto management consulting office. In 1972, Galen Weston asked Nichol to help him with his family's supermarket chain, Loblaws. He joined the company that year as Executive Vice-President.

In 1976, Nichol was promoted to President. He worked with Galen Weston, Richard Currie, Brian Davidson and Don Watt to establish four retailer-branded product lines: "no name" for generic products; "President's Choice" for superior quality products; “"Too Good to be True”" (TGTBT as labeled) for nutritious healthy products; and "Green" for environmentally friendly products.

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