The Curious Case of the Disappearing Maiden—Land O’Lakes Rebrands, Skirts Controversy

In the quiet days before COVID-19, the major butter co-op announced plans for rebranding their packaging, electing not to mention they were replacing an iconic, yet controversial, image they had on their box since 1928.

The strange case of the disappearing maiden...not a whisper about the somewhat controversial Native American icon.
The strange case of the disappearing maiden...not a whisper about the somewhat controversial Native American icon.

Back on February 6, before COVID-19 stole all the headlines, Arden Hills, Minn.-based Land O’ Lakes announced that in preparation for its 100-year anniversary in 2021, the dairy co-op would unveil new packaging “featuring the farmers who are the foundation of the cooperative’s membership.”

The release went on to say, “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 the LAND O’LAKES brandmark, ‘Since 1921’ below it, and a vibrant illustration of land and lakes. Some products, including stick butter, will also include photos of real Land O’Lakes farmers and co-op members and copy that reads ‘Since 1921’ and ‘Proud to be Farmer-Owned': As a farmer-owned co-op, we stand together to bring you the very best in dairy."

What the news release did not say is that Land O’ Lakes was apparently dropping the famous “butter maiden” (named Mia) first appearing on their packaging back in 1928. No mention of dropping, replacing, voting the somewhat controversial Native American image off the package—nothing. Or even a brief remark of how the iconic image had faithfully done her duty but was now being retired out of respect.

Similar to the mascot controversy surrounding local and professional sports teams—the Cleveland Indians and Washington Redskins, for instance—native people have called the butter packaging imagery at best stereotypical, and at worst racist.  

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