Co-op societies must make better use of their social heritage and goals as marketing tools if they are to continue to compete against their rivals. CWS general manager for retail brands Wendy Wrigley said Co-ops had an obligation to exploit their traditional position as community based organisations for competitive advantage. Speaking at the Co-op annual congress in Manchester, Wrigley said: "There is an alternative way of doing business which is just as effective as a plc. To fill the gaps where goods and services are being supplied badly, to campaign for and always act on the consumer interest and contribute significantly to the communities in which we trade, whether that is down the street from one of our stores or the global community in which we are a business player." She was backed by CWS retail director Malcolm Hepworth who claimed the consumer work done by the CWS and other Co-ops made it the "number one retail brand in terms of the nation's trust". But he added: "It would be unwise to take this trust for granted. If we want to maintain that trust we need to recognise its full potential. We need to continually justify our unique position." Wrigley said CWS initiatives such as its Right to Know policy had heralded the start of "responsible" retailing. And she rejected claims that the recent NOP report commissioned by CWS, which highlighted seven "crimes" committed by food retailers and manufacturers was a publicity stunt, countering: "We have slaughtered one of the food industry's sacred cows." Hepworth said: "Con-sumers are concerned about wider issues, but proactive customer choice requires a responsible and highly skilled editing process beyond the scope of most individuals." Wrigley outlined how issues such as ethically produced foods could be used by Co-ops as a way of differentiating themselves. From June, stores in the South East, for example, will sell only fairtrade bananas at the same price as conventional produce. "This is a practical example of co-operation amongst co-operatives, bringing commercial advantage to both parties," said Wrigley. {{NEWS }}

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