After gently getting the Canadian public used to the idea, one of the biggest agricultural co-operatives in the world is set to make its rebranding official.
La Coop federee announced Monday it will officially present Sollio Cooperative Group as its “new identity” on Thursday during the organization’s annual general meeting in Montreal.
The co-operative, ranked No. 24 on the list of the world’s biggest ag co-ops, recently telegraphed the change on social media and has already soft-rebranded its Twitter accounts.
The “Sollio” moniker isn’t completely new to La Coop customers either; the co-operative officially rebranded its agribusiness division as Sollio Agriculture last March and its Atlantic Farm Services business adopted the same trademark in December.
A co-op representative in 2018 described Sollio as an “evocative” name taking its meaning from “concepts that are dear to agricultural producers” including:
- the land — that is, the soil — which is “carried on from one generation to the next;”
- solicitude, “the feeling of sustained and loving attention that we have for our family, our community and our land,” and
- solidarity, “which characterizes our co-operative nature.”
La Coop, set up in 1922 as La Cooperative federee de Quebec in a merger of three agrifood co-ops, is now the overarching organization for 57 member co-operatives.
The organization bills itself as “the only Canada-wide” agricultural co-operative and the biggest agrifood company in its home province.
La Coop’s operations include meat packer Olymel and retail hardware and home renovation supply chain Groupe BMR.
The agribusiness arm, Sollio Agriculture, manages La Coop’s farm and ag retail, feed milling, grain handling, poultry production and ag research assets. — Glacier FarmMedia Network