The Co-op has identified it must do more to raise awareness of its smaller business divisions, because it is predominantly seen as a food retailer,
It has tasked River Publishing with creating a branded content magazine that will be handed out to visitors at the events.
The Co-operative Village aims to bring together its food, farms, electrical, pharmacy, banking, legal services and funeralcare divisions so that consumers can experience the business as a whole and learn more about its way of doing business.
It will include live cookery demonstrations, food sampling, demonstrations of its community projects, financial advice, an introduction into its funeralcare business, free blood pressure checks, an interactive farm and an opportunity to win a family holiday.
The Co-op Village will be at a number of family events around the UK this summer including Manchester Day Parade, Royal Highland Show, Royal Welsh Show, Bristol Balloon Fiesta and the Thames Festival.