No Name for Becker’s

In a move that would be certain to raise the tension level in the marketing offices of national brand manufacturers, President's Choice and No Name, Canada's best-known private label brands, might soon begin appearing in Becker's convenience stores.Becker Milk, owner of...

In a move that would be certain to raise the tension level in the marketing offices of national brand manufacturers, President’s Choice and No Name, Canada’s best-known private label brands, might soon begin appearing in Becker’s convenience stores.

Becker Milk, owner of the 635-outlet Becker’s chain, is negotiating with National Grocers to buy National Grocers’ 63-outlet Hasty Market chain.

As part of the negotiations, National Grocers and Becker Milk are also exploring the possibility of Becker’s stocking President’s Choice and No Name.

Both chains operate only in Ontario and are headquartered in Toronto.

National Grocers, which is the owner of the President’s Choice and No Name labels, is interested in selling Hasty Market, but as part of the bargain, it wants the new owner to agree to continue to carry President’s Choice and No Name products.

Neither firm is willing to discuss the negotiations at this time, but a decision is thought to be imminent.

National Grocers has distributed President’s Choice and No Name through the Hasty Market chain for several years.

Since buying the chain in 1989, National Grocers has increased the percentage of private label products on Hasty Market’s shelves.

In recent months, it has been conducting an experiment in which as much as 95% of the products sold in selected Hasty Market stores are private label. PA