The Co-op has invited Asda to “come and see how it’s done” as it objects to its rival’s claims of leading the way in “democratic” business.

The Co-op said Asda’s new strategy around engaging with consumers is “taking a direct lead from the Co-operative which has been successfully involving shoppers in business for more than 160 years”.

Today Asda chief executive Andy Bond said the grocer was leading the way in responding to the new “democratic consumerism” that has taken hold in the wake of the recession.

The Co-operative Group’s group chief executive Peter Marks said: “It’s good to see others adopting the kind of approach which has been the hallmark of Co-operation for many generations. However, the fact remains that only the Co-operative is owned by its customer-members. Andy Bond and his team at Asda are welcome to come and see how it’s done.”

The Co-op pointed out that the group is owned by nearly five million members, who “have a democratic say in the way the business is run”.

It said that as a result of their views, the retailer has converted its entire own-brand hot beverage range to Fairtrade and banned the sale of eggs from caged hens in all stores.

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