Land O' Lakes' CEO on farming and the climate crisis, corporate logos and the culture wars, and why she makes her teenage kids get jobs
Ford insists the move was not about political correctness but about winning over new and younger customers. Internal consumer research found that the company's farmer-owned cooperative structure was a differentiating factor among butter buyers. Ford says that since making the change, Land O' Lakes has indeed attracted new customers. The company had, Ford comes across as warm but guarded, polished but folksy, modern but old school. She describes herself as a"pragmatic optimist.
We were working-class. If you wanted something — new clothes, or to go to college — you had to figure out a way to do that yourself. And while it may have been hard, I think it was empowering. I see such value in it now as an adult and wouldn't change any of it. My children don't have to worry about that journey.My sons turned 16 this year, so we made them get jobs. My 19-year-old daughter already had a job. I told my kids:"You're going to work.
When I took over as CEO three years ago, I did a full-scale look at all the businesses. It was very clear to me that we appealed more to folks who are my age. Our consumer research told us that younger folks were less familiar with us and confused by the maiden. Like, do they milk cows? I mean, what's going on there? We also heard that they didn't know we were cooperative. They said,"Geez, if we'd known you were owned by farmers, we'd have bought more of your products.
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