Dividend has a new name... say hello to cashback!

In March 2024, we carried out research involving members, customers, and people who don't currently shop with us. The findings revealed that while members value their dividend reward, many customers and non-customers were unclear what we meant by 'dividend'. To make our membership scheme more inclusive and easier to understand, we're updating some of the language we use.

At our Annual Members' Meeting in December 2023 and Half-Yearly Members' Meeting in June 2024, we spoke with members about the need to ensure that our member rewards are affordable and sustainable for the Society. As part of the changes launching today, we are standardising the member reward across our different business areas.

From now on, your member reward will be called 'cashback' instead of 'dividend'. The rate of cashback will be standardised to 1% across all business areas, with the exception of when you buy Love Local products in our food stores, which will still offer 2% cashback, demonstrating our continued commitment to championing local producers across our trading area.

When you buy fuel from us, you will continue to earn 1p of cashback for every 5 litres purchased.

Yes, you can continue using your existing dividend card, key fob, and app as normal. There are no immediate plans to replace these, so please keep using them every time you shop to earn cashback for both yourself and your community.