Land O’Lakes moves beyond butter to purpose-focused food mission

Geoffrey Precourt

Land O’Lakes, the food and agriculture company, has enhanced connections with various audiences by helping change perceptions and embracing brand purpose.

Tim Scott, SVP/CMO, Land O’Lakes Inc.

Tim Scott, SVP/CMO of Land O’Lakes Inc., realizes he has a problem: “People don't really know much about us. They think of us as the brand that their mothers used – as good butter on Thanksgiving and Christmas.”

And although the themeline of its eponymous product is, “Butter Is Everything”, Land O’Lakes is, in fact, much more than a manufacturer of holiday condiments.

The agricultural co-operative, based in the Minneapolis-St. Paul suburb of Arden Hills, Minnesota, is one of America's premier agribusiness and food companies, and a member-owned co-operative with 10,000 employees spread across...

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