Both Midlands Chief Executive John Fitzgerald and his Southern counterpart, Mark Smith, have described the development as a positive step which they anticipate will strengthen retail business in their respective trading areas.
Mr Fitzgerald told www.thenews.coop: “We have watched with interest the development of the brand within the Co-operative Group and other societies and we have formed the opinion that the brand is now becoming very established and is here to stay as the Co-operative identity going forward.
“We have therefore concluded that the scale and spread of The Co-operative branding, supported as it is by extensive TV and national newspaper advertising and promotion in-store, is such that it makes sense for us to be part of it.”
Mr Smith commented: “We are very excited about adopting the brand and see this as being at the heart of our plans for profitable growth as an independent society.
“We now have the unique opportunity to bring together the power of the national brand with the highest possible standards of local commercial operations and community engagement.”
Both Chief Executives say their society’s decision to adopt the brand is testament to the way that Group CEO Peter Marks has energised the Co-operative brand in a relatively short period of time.