The new scene of economic globalization and commercial liberalism has instigated the increase of corporative competition. For the cooperative or any other company to survive in the context of tough competition, one of the core issues to be concerned is quality. In order to accompany the present changes, the vision of cooperatives has been facing important modifications. An example of is this is Coopavel (Brazilian cooperative situated in the southern State of Paraná), which has launched a differentiated system of raw milk payment to assure the quality of its received milk, and, consequently, the improvement of its products’ quality. This paper proposes to present a case about Coopavel, analyzing its quality improvement program of milk production.