PurposeThe purpose of this paper is to examine different quality schemes and to determine how these could be combined by Agricultural Cooperatives into a brand development strategy designed not only to differentiate their products but also to enhance them with higher value added in the competitive landscape of the food industry.Design/methodology/approachThis paper will first address how brands have enclosed quality signs and even more, how consumers respond to it. Then, it will examine to what extent Greek Agricultural Cooperatives have developed brands for their products and whether they have used quality systems in their activities. Thus, the starting point in the paper's argument is that Agricultural Cooperatives have been slow to develop brands while consumers have been displaying a positive attitude towards these products.FindingsThis work suggests a solution to overcome the difficulties and drawbacks associated with the notion “cooperative product” and to compare its similarities with a collective brand, which has been previously proposed as a brand development strategy for the Agricultural Cooperatives.Practical implicationsThe development of a Quality System especially designed for agricultural cooperatives’ products and, in combination with product certification, can be used as a part of their brand strategy.Originality/valueAgricultural cooperatives could build a brand development strategy based on quality systems, Total Quality Management elements and hence attain the benefits associated with their implementation.