The "CO·OP Quality" brand, known for its commitment to deliciousness and developed by the JCCU, has marked its 10th anniversary. On March 1, 2025, the brand launched a new product: the "CO·OP Rich Cheesecake Made with CO·OP Daisen Dairy's Premium Milk", which was rated as "delicious" or "somewhat delicious" by 91% of its monitor co-op members.

               

"CO·OP Quality" is a premium brand category of CO·OP product. It emphasizes the careful selection of ingredients and manufacturing methods. During product development, monitor tests are conducted with around 100 co-op members. Only products rated as "delicious" or "somewhat delicious" by 80% or more of the monitors are released to the public.

Although a sub-brand of CO·OP products, its scale is substantial: in FY2024, the estimated supply value to co-op members reached 7.6 billion yen, and the number of items grew to 97.

The success of CO·OP Quality is supported by insights into consumer behavior. It has been found that co-op members tend to want to buy what they believe is "good". In May 2024, the JCCU conducted a survey on "Saving and Price Increases" among co-op members, with 6,536 responses. When asked about their current attitudes toward food expenses, the most common answer was:

"I try to save money but also enjoy a little indulgence" (63.2%).

Other notable responses included:

These results suggest that while co-op members are "cost conscious", they are still willing to purchase products they consider "good".

JCCU will continue to strive to develop and promote "CO·OP Quality" products that prioritize selected ingredients, manufacturing methods and taste.