President's Choice (French: Le choix du Président) also known as “PC”, is a private label or store brand owned by Loblaw Companies Limited, Canada’s largest food retailer. As the company’s premium line, President’s Choice includes a wide variety of grocery and household products, in addition to financial services and mobile phones. While private labels have been associated with inferior or inconsistent quality, President’s Choice products are promoted as being equal to or better than name brands at more affordable prices. President’s Choice may also be considered a unity brand, available across the company’s various retail banners, which include Loblaws, Loblaw Great Food, Dominion, No Frills, Real Canadian Superstore, Maxi, Provigo, Extra Foods, Your Independent Grocer, Atlantic Superstore, Zehrs Markets, Valu-mart, Fortinos, and Shoppers Drug Mart. Many storefronts, in fact, now promote themselves, through secondary signage, as "The Home of President’s Choice". The brand has also been used as a general promotional device for products other than PC, with advertising that refers to "the people who bring you President’s Choice", rather than a corporate name or particular store banner.