New Corporate Identity; New Beginning.

Thursday 7th June 2007

Cornwall Farmers, the farming and country supplies cooperative, revealed its much anticipated new identity at the Royal Cornwall Show.

Anyone observing the development of Cornwall Farmers over the last three years will have seen enormous change and advancement. Anticipating the inevitable impact of the sweeping changes to the Common Agricultural Policy in 2005, the co-operative embarked on an ambitious restructuring and modernisation process.

“In the last three years we have opened new branches, acquired new businesses and broadened our range of products and services. With that done, the new corporate identity is the icing on the cake” said chief executive Andrew Cocks. “It is symbolic of what we have achieved and graphically represents what we stand for.”

Given the business also operates throughout Devon and beyond, it will be a surprise to some that the name remains the same. Andrew Cocks explained “We commissioned market researchers to speak to customers and non-customers to gain their views and the results were unexpected. The overwhelming opinion was that Cornwall Farmers was the most powerful and best recognised brand we have. It is associated with traditional values of honesty, integrity and reliability. We learnt that the name is not a barrier to trade outside Cornwall. Farmers are shrewd business men and ultimately they make their buying decisions based on value for money and reliability, not the name itself.”

The identity contains the strap line ‘Your country stores’. Mr. Cocks added “We are saying ‘country stores’ to emphasise that we have 16 shops open to members and the general public alike but perhaps the operative word is ‘Your’. We think it is the simplest way to explain we are a co-operative. We are owned by you, our customers, and our profits go back to you.”

To demonstrate this philosophy in real terms, Cornwall Farmers are rolling out a new members’ benefits scheme which will include, guaranteed bonuses on qualifying retail purchases, further cash discounts in their shops and automatic free membership to special interest clubs.

Mr. Cocks is clearly passionate about what the co-operative stands for “This business and this project are all about people working together to create and share wealth. Many are talking about it. We’re actually doing it! 87 years ago our forefathers started the co-op to counter those profiteering companies making millions off the backs of the rural community. We remain here to tip the balance in favour of our members.”