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A Native American woman will no longer be featured on Land O’Lakes butter packaging. The Minnesota-based dairy company removed the image after nearly 100 years. The new packaging showcases a lake, trees, and the words “Land O Lakes, 1921” in bold.
The change was implemented in February but gained attention recently. Many businesses, universities, and sports teams are moving away from Native American imagery in logos. The updated packaging precedes the company's 100th anniversary next year and emphasizes the role of farmers with the words “Farmer Owned” prominently displayed.
Land O’ Lakes, Inc. is a farmer-owned cooperative established by Minnesota dairy farmers in 1921. The alteration aims to highlight the company’s roots as a farmer-owned business before its centennial celebration in 2021. The company did not mention the removal of the Native American woman in its announcement.
Certain products, like stick butter, will now feature photos of Land O’Lakes farmers and co-op members, along with text stating “Since 1921” and “Proud to be Farmer-Owned.” Land O’ Lakes CEO Beth Ford stated that the new packaging reflects the company's culture and values, particularly the farmer-owners who supply the milk for its dairy products.
Minnesota Lt. Gov. Peggy Flanagan praised the change, emphasizing that Native people are not mascots or logos. Land O’ Lakes has been working to better convey its farmer-owned story in recent years, such as by collaborating with country music star Maggie Rose on a remake of “Old MacDonald Had a Farm” and featuring member farms in the music video.
Heather Anfang, senior vice president of Land O’Lakes US Dairy Foods, noted that consumers value the company's farmer-owned status. The new packaging, highlighting this aspect, is seen as a direct way to communicate with consumers. The updated farmer-owned packaging has begun to appear on various products and is expected to be fully implemented across the product line by the end of 2020.