Land O’Lakes Abandons Native American Logo: Brand Authenticity or Virtue Signaling?
Case
Teaching Notes
Abstract
This case is about Land O’Lakes President and Chief Executive Officer (CEO) Beth Ford and her company’s decision to stop using Mia, a Native American woman, on its butter packaging. (Mia’s iconic image had appeared on Land O’Lakes packaging for more than 90 years). While some welcomed the elimination of an image they viewed as a racist stereotype, others accused Land O’Lakes of corporate wokeness, virtue signaling, and bowing to political correctness. For her part, Beth Ford said the change was made to highlight the uniqueness of Land O’Lakes as a farmer-owner dairy cooperative. However, in light of the backlash, did Ford make the right decision given her company’s commitment to community, social responsibility, and diversity and inclusion? Additionally, would consumers view the logo change as authentic or a cynical attempt at virtue signaling? Finally, how should she respond to critics of the change?
This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.
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