We Are Who We Said We Are: Authenticity In Commodity Businesses
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Brandon Miller discusses how Land O’ Lakes has leaned in to both its 100-year history as a farmer-owned cooperative and the realities of modern agriculture to differentiate itself in a category that is by definition undifferentiated. He’ll explore how Land O’ Lakes’ genuine, self-aware approach has resonated with stakeholders across the board, from the farmer to the fork.
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We Are Who We Said We Are: Authenticity In Commodity Businesses
- 2. 2
- 3. 3
- 5. WE ARE NOT A BUTTER COMPANY 5
- 6. 6
- 8. 8
- 9. We embrace the things we really care about
- 16. WE ARE IN A UNIQUE POSITION TO LEAD 16
- 18. 18
- 21. Dear media metrics, Allow me to introduce you to reality.
Editor's Notes
- United States Code, Title 21, Section 321a. Federal government defines butter
- Pulled from United States Department of Ag (USDA) 12-page standards of butter grades
- Grade B, may possess any of the following to a slight degree: Malty, Musty, neutralizer, Scorched, Untensil, Weed & Whey
- We are an agricultural company that sells butter (among other things)
- We’re a farmer-owned co-op. Have been since 1921.
- Together video (:60)
- 1/3 of farms in the US are led by women. We wanted to shine a light on that
- She-I-O (:30)
- We care a lot about the relationship between people and their animals
- Rusty content (:90)
- We are uniquely positioned to affect the food supply chain from ‘farmer to fork’ We need agricultural production to swell by something like 50% to meet that need
- We are uniquely positioned to affect the food supply chain from ‘farmer to fork’
- We need agricultural production to swell by something like 50% to meet that need Even with current ag, we need something like 2 MM square miles of additional farmland. Some studies suggest into the billions of people would starve
- SXSW video (:60)
- We are uniquely positioned to affect the food supply chain from ‘farmer to fork’ We need agricultural production to swell by something like 50% to meet that need
- Median net income from farm operations is -$1,500, negative for last 5 years Farmers have a uniquely frustrating existence. Some of the hardest work on the planet, yet outcomes are often outside of their control
- The farmer close (2:30)