Midcounties Co-operative has become the first society to join the Co-operative Group's new membership scheme. It has ditched its Super­dividend card for the group's co-operative membership card, which was relaunched last September. Midcounties, which has 220,000 members, was able to join the Co-operative Group's scheme because it has adopted the fascia launched by the group in 2005 to create a unified brand for the movement. "It was always the intention that other societies adopting 'the co-operative' branding would be able to benefit from the new membership," said Co-operative Group marketing director Patrick Allen.