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 But outdated perceptions of the company presented a challenge to recruitment, reputation and potential growth.

The gap presented a challenge — and opportunity — for Land O'Lakes to call consumers to action. Exponent PR believed that reaching this audience would require an impartial, respected third party could help add credibility to the company's efforts. The perfect partner was found in National Geographic, an iconic organization with well-documented historical coverage of food, sustainability and agriculture, plus a built-in following of engaged and influential Curious Learners.