Ultimately, people don't buy our products because we're a co-op. Being a co-op is like a value-add, together with our sustainability, environmental programs, and other values that may be dear to our members.
We're not going to succeed as an enterprise unless the products and the services we offer are great, we do what members need, and at a price they want. We need to have all of those.
Being a co-op is a great value-add, but it's not the thing that drives people to buy goods at our store.