Dear editor:

The recent victory by Team Canada in the inaugural 4 Nations hockey tournament was tainted by Wayne Gretzky’s appearance as the ceremonial team captain.

It was an unsuccessful attempt to rehabilitate his reputation, mortally wounded as a result of his close association with U.S. President Donald Trump. That ill-advised association eroded all goodwill toward him, tracing to his native roots in Brantford and his past hockey glories.

Gretzky has stubbornly refused to repudiate or renounce Trump over his recent threats to Canadian economic security and territorial independence. Instead, when given an opportunity to champion Canada after being publicly endorsed by Trump to run as the governor of the 51st state, Gretzky remained silent. He appears more loyal to the despotic leader of his adopted homeland now than to Canada, where he got his start.

There’s still a winery/distillery here in Virgil bearing the Gretzky name. Does Peller, the corporate owner/operator, plan to rebrand it now? Why continue to pay a royalty to promote local products under that brand name when Gretzky has clearly become a drag on tourist visits and sales?

Why continue to stand with a man aligned with a bully trying to intimidate our great nation into submission? Gretzky has clearly become too controversial to serve as a positive celebrity endorser of a Canadian winery’s products, at a time when we’re organizing “buy Canadian” campaigns to support our economy against the escalating trade war declared by Trump.

Just as Ontario Premier Doug Ford has vowed to tear up a rural satellite internet services contract with Trump ally Elon Musk’s satellite company, Peller should be tearing up their royalty contract with Gretzky. We want to be proud of our local businesses and not ashamed of them. Failing to successfully rebrand could have negative impacts on the job security of our local workers, as sales and visits plunge.

Trump’s appeal among American tourists and wine consumers is also fading fast, according to recent polls gauging presidential approval ratings.

In all ways, the Gretzky brand name has clearly ceased to add value as a business asset, so now would be an opportune time to erase that name from the estate and label. Shareholders, suppliers and customers need to exert pressure on the board and officers to do the right thing, as a conscientious corporate citizen of Canada.

At this point I am not yet calling for a boycott of Peller products, pending management’s reaction.

Steve McGuinness
Virgil