The Co-op has announced that it is returning to its blue clover leaf branding across the Group.

It made the announcement this morning at its annual general meeting in Manchester.

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This was one of a series of major announcements at the AGM, which included plans to bring back the “Divi” – the share of profits it gives to its members. It has also revealed plans to recruit 1m new members over the next 5 years; have 50% of sales from across its business coming from Co-op members, this currently stands at 25%; and return an additional £3m in benefits to Fairtrade producer communities.

The company says it will also make digital work for its businesses and members, by seeking new digital opportunities.

As well as the gradual roll-out of the clover-leaf logo, over the next few years. Co-op staff will take part in a “Back to being Co-op” programme.

“We are on the verge of creating a new Co-op economy, one where the trade from our members clearly benefits them, their communities and our thousands of suppliers,” explained Allan Leighton, chair of the Co-op.

“Our brand identity, whether seen on a Fairtrade bottle of wine, on a funeral home fascia or on our insurance website, will signify a better way of doing business.”