Pete Westall will be tasked with promoting the benefits of being a member-owned, purpose-led organisation to around 8,500 colleagues, the society’s 700,000 members and the public.
This will involve a range of campaigns, events and community programmes, according to the Co-op.
Midcounties currently has 58 Co-op Travel branches, and operates a homeworking division, The Personal Travel Agents at Midcounties Co-operative.
Phil Ponsonby, Midcounties’ group chief executive, said: “We believe we are the first co-operative to create a CVO role at an executive level and it signals we are committed to doing business in a way that’s ethical and delivers a positive return for all our stakeholders.
“Pete has held a variety of general manager roles across the society and has a strong track record of promoting and developing both Midcounties and co-operation.”
