The Melbourne man, who began with the Nuriootpa-based retail co-operative last Wednesday, said he looks forward to being part of the rural community.

He said he wants to build on the strengths that have already been established at The Co-op, enhance its reputation and drive the community side of the company.

“Retail margins are under pressure all over the world as multi-national corporations dominate supply and distribution. It is up to us to be smarter in our buying while never forgetting the value of customer service,” he said.

Mr Longmuir explained he was attracted to the role because of his strong background in co-operatives.

The senior commercial retail manager has more than 20 years’ experience with national co-operatives, franchises and corporate enterprises after working for companies such as Total Tools, Mitre 10 and FoodWorks.

“I understand co-operatives and the way co-operatives work, their varying needs and demands,” he said.

“The Co-op has a fantastic reputation and is one of the leading co-operatives within Australia”.

Mr Longmuir and The Co-op board of directors plan to continue this trend by networking with its members and suppliers to ensure positive feedback is returned.

He also pointed out this is the International Year of the

Co-operative, which is fitting for his arrival.

Mr Longmuir, who currently calls Tanunda home, will soon be joined by his wife Julia.

They have three teenage daughters.

He is the fourth chief executive officer to be part of The Co-op, which has run for the past 68 years.

He replaces David McArthur, who held the position for almost 30 years and announced his retirement in September 2011.