Cooperative invests in Tulare facility to meet rising global protein demand.
Land O’Lakes is taking rural America to the heart of major urban centres through a new campaign developed with Getty Images and Clear Channel Outdoor. The project, which launched during Advertising Week New York and continues through National Farmer’s Day, aims to spotlight the people, communities, and industries that shape modern rural life.
The campaign features images from Repicturing Rural, a collaborative initiative created by Land O’Lakes and Getty Images through the Modern Rural Collective. New photography and visual content examining rural identity have also been added to the collection. Supported by audience research from Getty Images’ VisualGPS platform, the campaign combines data-backed insights with original storytelling to present a more representative view of today’s rural communities and the important role they play across North America.
"Our goal is simple: to close the gap between how rural America is perceived and how it truly lives. Millions of people living and working in rural communities help power our food system and broader economy, yet the story most Americans encounter bears little resemblance to that reality," said Heather Malenshek, Senior Vice President and Chief Marketing Officer at Land O'Lakes, Inc.
She added, "But rural America is not waiting to be saved - it is ready to be seen. By placing authentic rural images in major metropolitan areas, we're creating new opportunities for people to see rural America as it is today: dynamic, innovative and essential to our collective future."
Industry forecasts suggest that global demand for dairy protein will continue to grow over the coming years. Land O'Lakes believes the expanded Tulare operation will help address this need while supporting dairy's role as a trusted source of nutrition.
Investment is especially important for cooperative farmers. As a member-owned organization, Land O'Lakes focuses on creating greater value from milk production. The additional processing capacity is expected to generate new market opportunities, improve long-term returns, and support sustainable growth for dairy farms.
"Many brands want to reach rural audiences more effectively, but they're often working with an incomplete visual picture of rural America. Through our partnership with Land O'Lakes, we combined audience insights from our VisualGPS insights platform with custom content creation to build imagery that more accurately reflects rural communities today," said Tawnya Crawford, Vice President of Custom Solutions at Getty Images.
She added, "This work demonstrates how brands can move beyond identifying representation gaps and create visual content that can be trusted, helping them connect with audiences in ways that are more relevant, accurate and effective."
The Tulare facility is in one of the largest dairy-producing regions in the United States. Its existing infrastructure, available capacity, and access to export markets make it an ideal location for future growth.
Land O'Lakes also expects the project to benefit the local community by supporting jobs and strengthening the regional agricultural economy. Company leaders say the investment reflects a long-term commitment to innovation, farmer success, and meeting the changing needs of consumers worldwide.
Photo Credit: land-O'-lakes