Land O’Lakes: Challenging Perceptions to Change the Future of Food

Land O'Lakes, an agribusiness and food company, launched a live activation and digital platform in partnership with National Geographic to promote its company as one that cares about the future of food.

Land O'Lakes is a thriving 97-year-old farmer-owned agriculture company, but nearly everyone knew it simply as a butter brand. Only 3% of people familiar with Land O'Lakes associated the company with agriculture, according to a 2017 corporate reputation tracker.

Land O'Lakes is so much more than butter. Today, this fast-growing Fortune 500 company is a tech-driven agricultural leader that is innovating the modern food system. The company's farm-to-fork business model makes it uniquely qualified to fulfill its purpose of Feeding Human Progress around the world. But outdated perceptions of the company presented a challenge to recruitment, reputation and potential growth....

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