Historical Background

Land O’ Lakes, a major dairy product producer, had utilized a Native American Indian image in its branding since its establishment in 1921.

Brand Image Change

Recently, Land O’ Lakes replaced its traditional logo with a landscape image, addressing criticism of its previous depiction, which some found racially insensitive.

Public Reaction

While the logo change garnered widespread praise, questions remain about its complete removal from all products. The new logo was unveiled during a February press release.

Innovative Packaging

In addition to the logo switch, Land O’ Lakes plans to introduce creative packaging featuring images of various farmers and the tagline “Farmer-Owned,” showcasing its commitment to diversity.

Company Values

The CEO emphasized the company’s dedication to diversity and fostering positive consumer connections through its farmer-owned model.

Mixed Reactions

The branding change elicited mixed responses on social media, with some commending the move while others criticized the use of the previous “butter maiden” image.

Implementation Timeline

The decision to change the branding was made in 2019, with the official transition set for 2020. Land O’ Lakes aims to complete the rebranding process by year-end.

Acknowledgment of Mistakes

Despite the longstanding use of the controversial logo, Land O’ Lakes demonstrated a commitment to rectifying its error and promoting inclusivity.

Leading by Example

The company’s proactive approach to addressing its branding misstep serves as a valuable lesson for other corporations, emphasizing the importance of acknowledging and rectifying mistakes.

Conclusion: A Step Towards Inclusivity

Land O’ Lakes’ decision to replace its outdated logo marks a significant stride towards inclusivity and cultural sensitivity, setting a positive example for the corporate world.

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