Land O'Lakes CMO Reveals How To Sell Cultural Moments Fit For a Farm Co-op

Land O’Lakes’ CMO Heather Malenshek says the co-op’s cultural visibility needs to match its actual breadth beyond butter. Speaking at ADWEEK’s September Brandweek event, she noted the company feeds about 100 million animals a day, including zoo animals, and has data-driven tools and an animal nutrition business alongside dairy. Malenshek described the marketing challenge of telling one authentic story across three distinct businesses with different audiences and goals. She said she built internal alignment by gathering input across plants and operations and creating a unified platform, “Rooted in Tomorrow,” to guide how the brand joins cultural conversations without losing focus on farmers.