2020 has witnessed an updated look of Land O’ Lakes.
The dairy cooperative is owned by a farmer and produces a variety of milk products like cheese and butter. The packaging of Land O’ Lakes has dropped the picture of the native maiden of America, and instead opted for a basic landscape.
The company’s previous logo was criticized and called out for being ‘racist’ in nature. The tag of “butter maiden” was highly inappropriate as well.
The company had the same label ever since it was founded in 1921. But in an announcement in February, the dairy cooperative mentioned about its new logo. Nothing had been said about the removal of the maiden in the press release.
The latest packaging would have the phrase ‘Farmer-Owned’ mentioned just above the brand name. The company has put in special efforts to make the packaging look attractive.
The CEO and President of Land O’ Lakes, Beth Ford, announced in the press release about the 100th anniversary. He said, “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.”
The CEO indicated that the company would be looking forward to connecting the producers with the consumers better.