In a letter to its members in September 2022, London Food Co-op (the Co-op) in London, Ontario, shared that it was struggling with a number of challenges. The pandemic had taken a toll on the Co-op’s financial position, to the extent that its viability was at risk. The main challenges it faced were decreasing sales, low membership, and a lack of awareness of the Co-op among Londoners. One of the managers of the Co-op needed to find solutions to help increase its sales and membership. The unique elements of the Co-op included its core values of sustainability and supporting a local food system, its co-operative business model, and its strong connection to the community.
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