Announced in February, Minnesota-based dairy brand Land Oâ Lakes has completed a significant change to all their packaging, removing the iconic Indigenous woman kneeling in a field holding a box of butter while wearing traditional, native garb. According to the brand, the update is now part of a new strategy emphasizing the farmers that make up their co-op. With the Native American butter maiden erased, they now highlight the phrase âFarmer-Ownedâ above the wordmark.
Although the move comes as Native American mascots are being replaced and even outlawed, Land Oâ Lakes sidesteps the controversy, claiming the move is part of a strategy to highlight the farm-to-fork quality of their product, addressing a current consumer trend that is in no way related to the problematic logo they carried since 1928.
