South-West co-op Cornwall Farmers launched its new identity at the Royal Cornwall Show last week.

Following three years of restructuring, including acquiring Countrywest Trading, the co-op unveiled its new image alongside an improved members’ benefits scheme.

“Three years ago the co-op was in decline and losing money, and decided to take a strategic plan to go forward and reverse that,” said spokesman Matthew Hodge.

In 2006 the business had a group turnover of £63m, and is budgeted to return to profit this year.

Over that time Cornwall Farmers has expanded into the country stores market, although it still retains its farming roots.

The new launch coincides with an improved members package, including guaranteed bonuses on retail purchases, cash discounts in Cornwall Farmers’ shops and free membership to special interest clubs like equine, game and shooting clubs.

Chief executive Andrew Cocks said: “Eighty-seven 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.”