It is not a single business, but a number of different consumers' co-operatives spanning various sectors.

Most co-operative societies have businesses in many different areas; however, the largest areas of the businesses are in food shops, particularly convenience shops, thus the largest and most visible use of the branding is as Co-op Food.

Following the success of the Rochdale Pioneers, co-operative shops were established across the UK and took customers away from private traders who responded by making it difficult for co-operatives to source quality goods to sell to their members.

The CWS carried out this role for members for nearly 100 years, and in 1968 launched "Operation Facelift", which resulted in the first national Co-op logo.

Over time, the brand became tarnished by inconsistent customer delivery and image perceptions of the cloverleaf logo were irreparably damaged.

Market research carried out in the early 2000s showed a consistent decline in consumer ratings.

The commission, chaired by John Monks, published its conclusions in January 2001 making recommendations regarding branding.

Most important were that a panel representing all sections of the movement should be established to monitor and maintain the positive image of the brand, and that it should consider the "cloverleaf" logo's future.