A&P drops Choice

Canada's Choice is no longer the choice of The Great Atlantic & Pacific Company of Canada.Bill Sheine, a&p's vice-president of marketing, says the Toronto-based supermarket retailer will not contest a federal government decision barring the use of Canada's Choice as the...

Canada’s Choice is no longer the choice of The Great Atlantic & Pacific Company of Canada.

Bill Sheine, a&p’s vice-president of marketing, says the Toronto-based supermarket retailer will not contest a federal government decision barring the use of Canada’s Choice as the name of a new private label brand.

Last month, the Department of Agriculture and the Department of Consumer and Corporate Affairs jointly ordered a&p to stop using the name Canada’s Choice.

Ottawa says the name too closely resembles the grade name Canada Choice, which is used by the Agriculture ministry to rate the quality of processed fruits, vegetables and meats.

a&p has 260 stores across Ontario under the a&p, Dominion Stores, Miracle Food Mart and Ultra-Mart banners.

‘We’ve gone back to our original short list of names, and we will be developing an alternative name shortly,’ Sheine says.