The Co-op – why it’s possible to have too much of a good thing

The Co-op may have caring and sustainability as part of its DNA, but the sheer breadth of possibility that brings also meant a degree of confusion among the public about what the brand stood for.

Best known as a national UK supermarket chain, the Co-op is run as a co-operative with over 4 million active members. It’s also the country’s largest funeral care provider and provides legal and financial services. And, since it was founded in the north...

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