Canadian agri co-operative La Coop fédérée has adopted a new trading name in an attempt to better reflect its contribution to the sustainability of farm families.
Set up in 1922, La Coop fédérée is one of the largest agri-food enterprises in Quebec, the only pan-Canadian agricultural supply co-op and the 27th largest agri-food co-op in the world.
The co-op says the new branding evokes the words soil, sun and solidarity.
“We are now one of the largest agri-food enterprises in Quebec and the only pan-Canadian agricultural supply co-operative, with roots right here in Quebec,” said chief executive Gaétan Desroches.
“And starting now, building on our network and our divisions, aware of our position as a key influencer in the development of sustainable food resources, we are positioned to embody Canada’s new agri-food legacy.”
The co-ops president Ghislain Gervai added: “Since its inception, our co-operative has driven change in agri-food industry practices and contributed to the development of rural communities via its cooperative business model. Now we are changing our identity to better reflect that contribution to sustainability of farm families and regions by seizing business opportunities throughout the agriculture and agri-food value chain.”
The co-op represents more than 122,000 members, agricultural producers and consumers in 50 traditional agricultural and consumer cooperatives across Canada. It employs more than 15,000 people and has sales of CA$7.282bn.
It operates an agricultural division – Solio Agriculture, a food division Olymel L.P., and a retail division – Groupe BMR.