You might know Land O’Lakes best for its dairy products, like its namesake butter. But did you know that the 100 year-old company, which operates as a farmer-owned cooperative, also has an animal feed business and provides technical services to agricultural retailers and farmers to be more efficient and sustainable?

Heather Malenshek, a former agency executive and Harley Davidson CMO, joined the agricultural co-op as chief marketing officer in 2019, shortly after the business made a decision to rebrand and remove a Native American woman from its packaging amid a reckoning against racist logos from large consumer brands.

Since then she’s coalesced Land O’Lakes various businesses around the brand’s purpose of providing safe, sustainably sourced and nutritious food to American consumers while supporting rural farmers and communities. In this episode Malenshek talks about joining the company shortly after the rebrand and how its navigating economic headwinds by investing in its brand.

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