The Co-op supermarket group tries to differentiate itself from the other supermarket chains by branding itself as being more ethical. No other chains have complained about its advertising, so I suppose their claim must be valid. For the consumer, they offer food at the slightly lower end of the market with less choice than other places — perhaps, it’s harder to source ethical products. You certainly find Fairtrade products on its shelves. I sometimes stop off here as it’s on my way home but I have to confess that the greater choice at the nearby Tesco usually means I stop there instead. Oh, the moral dilemma.