Canada’s prominent Weston family, owners of the Loblaw grocery chain, is investing millions to launch a new national digital media outlet called Be Giant. Sources familiar with the project confirm the non-profit venture will debut this spring, relying on funding rather than ads or subscriptions.
Investment and Long-Term Vision
The family views this as a multiyear commitment through their holding company, Wittington Investments Ltd. A spokesperson for Wittington confirmed the details but offered no additional comments. The outlet aims to highlight Canadian sovereignty, economic independence, and spotlight entrepreneurs, researchers, and innovations driving the nation’s progress.
Leadership and Independence
Former Maclean’s editor-in-chief Alison Uncles leads the publication, which operates at arm’s length from the family to ensure editorial independence. The team is actively recruiting writers with experience at Canadian magazines.
Uncles brings extensive expertise, having helped launch the National Post in the late 1990s, served as an editor at the Toronto Star for over a decade, and later becoming Maclean’s top editor. In 2018, she spearheaded a bid by Rogers Media staff to acquire titles like Maclean’s and Chatelaine, though St. Joseph Communications ultimately purchased them. She left Maclean’s in 2022 for the Public Policy Forum.
In a recent LinkedIn post, Uncles shared: “I’ve been lucky to have had some pretty rewarding adventures in journalism so far. But the biggest of my life is coming up. It’s a build. Stay tuned.”
Broader Context
Be Giant enters a growing field of digital challengers to traditional media, including The Logic, The Hub, The Peak, and Overstory Media Group titles. Wittington, managing billions in private assets, has recently emphasized clean energy and early-stage tech investments.
The Westons control Loblaw Cos. Ltd., Shoppers Drug Mart, and Holt Renfrew. Galen Weston, Loblaw chairman and George Weston Ltd. CEO, faced criticism during recent food inflation but maintained retailers faced undue blame. In 2017, Loblaw and George Weston disclosed involvement in industry-wide bread price-fixing, settling class-action suits for $500 million in 2024.
This marks the family’s inaugural philanthropic foray into media.
