Farmer-owned dairy cooperative Land O’Lakes has updated its packaging, making a changing from its iconic “butter maiden” to a more farmer-centric design.
The new packaging will now display the words “Proud to be Farmer-Owned: As a farmer-owned co-op, we stand together to bring you the very best in dairy.”
Land O’ Lakes was founded in 1921 by a group of Minnesota dairy farmers and beginning in 1928, the cooperative’s packaging began using a Native American “Butter Maiden.”
(Land O’Lakes)
“As Land O’Lakes looks toward our 100th anniversary, we’ve recognized we need packaging that reflects the foundation and heart of our company culture—and nothing does that better than our farmer-owners whose milk is used to produce Land O’Lakes’ dairy products,” said Beth Ford, President and CEO, Land O’Lakes.
Ford said as farmer-owned co-op it was important for them to forge a better connection between the men and women who grow the food and those who consume it. Ford says Land O’Lakes’ farm-to-fork structure gives them a unique opportunity to bridge that gap.
“Research shows that consumers care about farmers and are excited when they learn Land O’Lakes is farmer-owned,” Senior Vice President Heather Anfang said. “We’re eager to share that message with shoppers and extending that farmer-owned story to our packaging is arguably our most direct vehicle to communicate with consumers.”
The new packaging was announced in early February and was quickly released on tubs of butter spreads. In April, the new packaging began appearing on butter sticks and it is expected to be fully unveiled on all Land O’Lakes products by the end of the year.