Society for Case Research MBAA 2021

Experience level: 
Intermediate
Intended Audience: 
Faculty
Authors: 
Paul E. Olsen, Saint Michael's College Brandon W. Mitchell, Saint Michael's College

Land O’ Lakes Abandons Native American Logo: Virtue Signaling?

This critical incident is about Land O’ Lakes CEO Beth Ford and her company’s decision to stop using Mia, a Native American woman, on its butter packaging. (Mia’s iconic image had appeared on Land O’ Lakes packaging for more than 90 years). While some welcomed the elimination of an image they viewed as a racist stereotype, others accused Land O’ Lakes of virtue signaling and bowing to political correctness. Beth Ford was left wondering if she made the right decision given her company’s commitment to social responsibility and diversity and inclusion.