Connacht Gold will be renamed the Aurivo Co-operative Society after shareholders unanimously endorsed the change at a special general meeting in Claremorris yesterday.

Chairman Padraig Gibbons said the proposal followed discussions and market research over the past two years.

“With the growth in depth and breadth of our business in recent years, the board felt the time is now right to invest in new brand architecture. Today’s decision provides a new platform for innovation and growth which will benefit our businesses and the communities we serve,” said Mr Gibbons.

The co-operative’s 39 retail stores will be rebranded Homeland and Homeland Agri depending on the products available in the store. Animal feed will also be marketed under a new brand, Nutrias.

The rebranding will not affect the Connacht Gold dairy brands Donegal Creameries and the recently acquired Organic For Us brand.