This summer, Neighboring Food Co-op Association intern Mia DeMichele from the University of Massachusetts, Amherst, explored the role of education in grocery co-ops in our region in her final research report, Strengthening Regional Co-op Identity.
When Michael Delchamp, general manager of the Island Store in Isle au Haut, Maine, redesigned the business’ logo, he added two simple words: “Food Cooperative.” He made the change after realizing that long-term seasonal visitors to the island had been shopping there for years without knowing the only store on the island is actually a co-operative that strengthens their local economy.
What is the Issue and Why Does This Matter?
In my survey of food co-ops, only 32% of respondents said they had either a formal orientation or education program, and most of these materials rely heavily on general HR onboarding rather than content specific to co-operatives.
Respondents made it clear that this issue is not a matter of interest or financial obligations, as most general managers expressed their appreciation of the initiative, but rather a matter of capacity. Co-operative identity education often is moved to the metaphorical back-burner when regular day-to-day operations take priority. Examples of this outcome can be seen at co-ops that once ran an education program, but lost focus when a responsible staff member moved on or the co-op experienced operational strains.
At other food co-ops, staff have observed that members who have a direct conversation about the meaning of membership tend to stay more engaged than those who join primarily for a discount or other benefits. This suggests that education and outreach is connected to whether members participate, vote, and stay invested in their respective co-ops over time. My conclusion is that co-operatives value education but sustaining it is difficult and can involve a substantial amount of effort.
What the Co-ops Are Asking For
Across the NFCA Co-operative Identity Education Survey and conducted interviews, staff consistently emphasized their preferences for short videos, collaborative discussion groups, and materials on their own co-op’s history. Other useful tools that co-ops are asking for are editable templates for slide-decks and handouts, rather than a single fixed program that may not apply to their organization.
Why NFCA Resources Are Going Unused and What are the Solutions
The good news is that the NFCA offers many of these resources. But when survey participants were asked if they engaged with the Neighboring Food Co-op Association’s Co-operative Education Webinar Series (CEW), an educational resource already integrated in NFCA’s website, 64% of respondents said that they were not aware it existed. Some respondents noted that the survey itself was what first pointed them towards the webinar series, and they went to check it out afterward. Those who were aware of the webinars expressed appreciation for their content but mentioned the series’ general on-size-fits-all format made it difficult to feel a personal connection towards their own co-op’s story and daily operations.
The data points to manageable problems, lack of awareness and time and the feeling of disconnect from their own co-operatives. Interviewees stress their interest in educational materials but also reiterate that these core problems remain a barrier. The solution is curating adaptable and adjustable resources that allow co-operatives to customize them into materials they will use to educate their members and staff. Although lower on the list of priority, many expressed appreciation for expanding their co-op’s more history-focused resources, as they believe it would bolster member engagement and strengthen their identities.
The most consistent response in the survey, with almost 80% agreement, was on the question
asking members if they believe that the success of other co-ops in the region directly ties into the success of their own co-op. The overwhelming consensus alludes to the fact that co-operative values are not disappearing but rather need to be nourished and revitalized through educational efforts.
Delchamp’s logo change made the Island Store’s co-op identity visible to its own community, and now the members of the NFCA has a similar opportunity at a regional level. Co-ops still value education and are asking for shorter, flexible, and locally relevant educational resources that will strengthen their identity. These resources along with initiatives that increase co-op visibility, like adding co-op to their names or utilizing the “.coop” domain, will deepen awareness within their members and their greater Northeast region.
Please join us in thanking Mia for her valuable research and enthusiasm for the co-operative model and wishing her all the best in the future! For more information on NFCA educational resources, please visit our website.