Nearing its 100th anniversary, Land O’Lakes has removed its iconic “butter maiden” from their signature product. The American Indian women named Mia first made her appearance on the butter packages in 1928, however, the original logo has long been criticized for being racist.
Still, that’s not the reason why the packaging is being changed, according to the company.
“We’ve recognized we need packaging that reflects the foundation and heart of our company culture,” Land O’Lakes said in a press release. ““The new packaging will show up in a variety of ways, including through a new front-of-package design that features the phrase ‘Farmer-Owned’ above LAND O LAKES brandmark, ‘Since 1921.”
“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,” says Land O’Lakes President and CEO, Beth Ford.
“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,” Ford continued. “Our farmer-to-fork structure gives us a unique ability to bridge this divide.”
The new packaging has already started to appear on tub butter spreads, foodservice products and deli cheese, and will begin appearing on stick butter in spring/summer 2020. The new farmer-owned packaging is expected to be fully rolled out by the end of 2020.