This may be true to a point in that there may be farmers out there who don’t understand why cooperatives were formed, but I would argue that the way a lot of rural cooperatives are run these days its not that easy to simply understand why the cooperative was started in the first place.
Firstly, generally rural trading cooperatives were formed to create buying power: a lot of farmers become shareholders of the cooperative which in turn allowed that entity to use its bulk buying power to secure the product as cheap as it possibly can.
Accordingly the advantage of joining the cooperative was that you were purchasing the product from your cooperative that had sourced it as cheap as it possibly could and in all likelihood you wouldn’t be able to buy yourself individually cheaper anywhere else.
The question is why is this? Personally I am so sick of reward schemes. I don’t want to accumulate rewards to buy goods I really don’t need or are simply buying to get rid of the rewards before they expire, its gimmicky crap. Sell everything in the store at the lowest possible price (which by the very nature of a cooperative, it should not be cheaper anywhere else, except perhaps another cooperative that is more efficiently run) and forget the stupid rewards, this to me is the basic tenet of why a cooperative was set up (and incidentally I think also one of the reasons why vet clubs were started, but that’s another story).