Land O’ Lakes drops Native American image from packaging after nearly 100 years : The Hearty Soul

No matter how long a company has been in business or how iconic their logo, there is always room for positive change. Land O’Lakes, a popular cheese and butter company, is proving this with the recent announcement of a logo change leading up to their 100th-anniversary celebration.

Out With the Old, in With the Progressive

For nearly a century, Land O’Lakes products featured an image of a Native American woman on their packaging. The company has now announced a new logo, showcasing their farmers with the words “farmer-owned” above the logo and “since 1921” below. According to Beth Ford, president and CEO of Land O’Lakes, this change better reflects the values and foundation of their company.

“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,” Ford said in a press release. “As a farmer-owned co-op, we strongly feel the need to better connect the men and women who grow our food with those who consume it.”

The new logo will be fully rolled out by the end of 2020.

A Celebrated Decision

Land O’Lakes has faced criticism in recent years for the use of the Native American imagery on their packaging. Activists and supporters of Native American rights have called the logo racist, promoting harmful stereotypes. Chief executive of the National Congress of American Indians Kevin Allis expressed his approval of the change and encouraged other companies with similar imagery to follow suit.

“Americans need to learn the truth about the beauty and diversity of tribal nations, peoples, and cultures today and discarding antiquated symbols like this are a step in the right direction.”

While the company has not directly addressed the potential racism associated with the original logo, the change is being celebrated nonetheless.

The Origin of the Logo

The original logo was designed in 1928 by artist Arthur C. Hanson and later redesigned in the 1950s by Chippewa artist Patrick DesJarlait. DesJarlait’s son Robert, while acknowledging his father’s intentions to reflect Chippewa culture, understands why the imagery may have been uncomfortable for some Native American people. He supports Land O’Lakes’ decision to change the logo.

The Bottom Line

Land O’Lakes’ decision to change their logo after almost a century will have a positive impact on many levels. It promotes the elimination of harmful stereotypes and brings attention to the hardworking farmers behind the brand. This change highlights the influence businesses have in shaping societal norms and reinforces the power they hold to make positive changes.