McGill University

Based on the analysis of the PC Organics line as it presently stands, there are a number of areas that require improvement. For the purpose of this research project, we shall be focusing on the possible solutions to thea variety of problems, opportunities for growth as well as assessing their feasibility. The objective is of course to broaden PC Organics' consumer base by increasing variety of certain types of organic food products that the target market desires, combined with increased promotion of the PC Organics line and consumer education on the merits of organically produced food. This would successfully direct the expansion efforts to better satisfy the consumers.

With the increasing awareness of healthy eating and an active lifestyle, organic foods are gaining prominence on Canadian consumers' grocery food lists. Organically grown food has now taken to the shelves of large chain grocery stores as opposed to formerly being available almost exclusively at health food stores. As students, young professionals and parents seek more ecologically responsible food options that are not very time consuming to prepare, there is room for expansion in the organic food market that could be extremely financially rewarding. With this in mind, the focus of our study will be on the already established Loblaw Companies Ltd. house organic brand, President's Choice Organics, which flies under the flag of the popular and widely available President's Choice label.