US co-operative sector apex NCBA Clusa (the National Cooperative Business Association Clusa International) has announced that it will this month begin operating as U.S. Co-ops – “a clearer, more direct name that immediately communicates who we are and who we represent”.
The organisation says the renaming opens a new chapter of its 110-year history.
“As U.S. Co-ops,” it says in a post on its website, “we will renew our enduring mission to develop, advance and protect co-operative enterprise while sharpening the association’s role as the primary voice for co-operative businesses in the United States.”
The apex adds that the move supports a “longstanding priority” – to help more people understand the co-operative business model and the role the sector plays in the economy. It hopes the new name will bring new audiences into the conversation while it continues to advocate for its members.
“This name is a clearer expression of who we are and who we represent,” said Doug O’Brien (pictured), president and CEO of the organisation. “The NCBA Clusa name carries an important legacy that will continue to drive our work. As we look ahead, we believe this change will strengthen our visibility, clarity and impact in the broader public conversation.”
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The organisation hopes the new name will better position it to expand its engagement with policymakers, funders and partners in aligned sectors.
“U.S. Co-ops immediately connects the association with the businesses and communities we represent,” it adds, “making it easier for audiences both within and beyond the cooperative community to understand who we are and why our work matters.”
Beginning in mid-September, the U.S. Co-ops name will begin to appear across the apex’s communications and digital channels. During this transition, both the NCBA Clusaand U.S. Co-ops names may appear as systems are updates.
Emails will be sent under two domains – ncba.coop and the new domain, us.coop
In the coming weeks, us.coop will become the organisation’s primary website, and visitors to ncbaclusa.coop will automatically be redirected to our new domain.
The online post includes instructions for members on how to update contacts and safe senders lists, in order to continue receiving Co-op Weekly, event invitations, member updates and other communications.
