brand name counterparts, to prevent consumers from becoming confused when purchasing its lower cost generic medication alternatives, providing that Empire placed its recognizable "E" trademark identity directly on all of its products (Parke, Davis & Co. v. Empire Laboratories Ltd., [1964] S.C.R. 351). This landmark Supreme Court case was instrumental in the development of Canada's generic drug industry. Louis Winter soon had to expand his operations and purchased a larger five-story building from the Reichmann family, the former Planter's Peanut factory at 301 Lansdowne Avenue, just two blocks from Empire's current base on Florence Street, and he added additional production, including a synthesis laboratory on the top floor for the manufacturing of saccharine, the low-calorie sweetener. Winter also purchased a printing facility which he renamed Professional Printing Services Limited from the Mount family in 1963 that was originally located at 1389 Weston Road, Toronto, and Walter and Peter Mount became Empire employees. Empire Laboratories could then provide all its independent pharmacies from coast to coast with customized prescription delivery bags, point-of-purchase displays, posters, and signage as a loyalty incentive, in an era prior to the dominance of national chain drug stores. Empire also provided medical practitioners with complimentary stationery and prescription pads. To offset these marketing costs, Empire's printing division also retained dedicated print brokers and a couple of sales representatives to ensure that the division did not operate at a loss, and it processed all of the company's product labels and plant packaging. The Empire pharmaceutical operation became diversified and expanded, and it became one of Canada's largest pharmaceutical companies with over 100 products in its 1964 product catalog. Empire was the first Canadian firm to license and manufacture popular medications like Valium (diazepam), Orinase (tolbutamide) and Tetracyn (tetracycline). The United States market was becoming a greater focus, and the U.S. military became a client, and a special manufacturing facility was being built in Puerto Rico under PRIDCO (Puerto Rico Industrial Development Company) to ship products tariff free to the US Mainland. Lou Winter also invested in Vanguard Medical Supplies, the first Canadian mail-order based pharmaceutical business with Israel Kerzner and Murray Rubin, to service rural regions via catalog mail order, and Professional Printing Services handled all of the catalog production. Death At age 41, Louis Winter died on November 5, 1965, at St. Joseph's Hospital in Toronto, just 17 days prior to his wife Beverley's death. Beverly had