Page "President's Choice" Paragraph 15

Throughout the Insider ’ s Report, Nichol promoted President ’ s Choice as being as good as or better than the national brand and told his readers how he and his team were committed to developing products superior in quality and to sell them at substantially lower prices.

“ We are constantly amazed at how easy it is to do this ; it seems that some companies have compromised the quality of their national brands to save a few pennies .” Nichol often drew direct comparisons to competitor ’ s products.

In a November 1986 Insider ’ s Report, he pointed out that Butterball frozen turkeys didn ’ t contain any butter, only coconut oil margarine, while the President ’ s Choice Normandy-Style Butter-Basted Frozen Turkey had 3 percent real butter by weight.

Nichol would also challenge consumers to come up with a product superior to President ’ s Choice.

“ We dare you to find a better Bar-B-Q Sauce anywhere, any place, anytime ,” he wrote.