Abstract
Agricultural cooperatives are an important tool for the survival of rural areas, competing against current trends in business concentration and maintaining social cohesion. This article analyses the competitive strategies adopted by a Spanish rice cooperative. The analysis is based on in-depth interviews with farmers, directives and public information related to the sector and the cooperative. The brand strategy, differentiation and diversification in products related to rice, have been the most significant variables. The key factor has been the acquisition of a relevant brand in the market. The system of participatory governance adopted and the leadership of the Board have also been relevant.
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