It is always in the interest of the co-op to integrate the economic cycle of the product, i.e. undertaking all the products making exercise under one umbrella. It will reduce the costs and make product more competitive and better saleable. The time is set for Fair Trade . The co-op must protect the interest of producers and consumers. The fairness in operations is determined by the price tags.
Consumers are well enlightened today and can appreciate the due costs tagged on the product.
But, any unfair deal can turn the operations into red, so pricing must be determined very carefully. Cost Minimisation is the survival technique.