Land O'Lakes Isn't Talking About Its Logo Change, and That's a Big Mistake

The brand sidesteps the opportunity to discuss representation

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The decision by dairy brand Land O’Lakes to eliminate the kneeling Native American woman offering up sticks of butter on its logo marks the end of a problematic mascot with a nearly 100-year history.

As of April 30, she—who, by some accounts, was named Mia—is still featured on products on the website. Land O’Lakes said it expects the rollout of its revised logo to be complete by the end of the year.

But, like an executive who got caught with his hand in the cookie jar and decided to take an early retirement, the brand has virtually nothing to say about Mia or her disappearance after 92 years.

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