How the Removal of the Native American Icon from Land O’Lakes Butter Logo Impacts Indigenous Communities

The decision to remove a centuries-old logo featuring an illustrated Native American woman from the iconic Land O’Lakes butter packaging is not merely a matter of visual change; it is a significant step towards addressing a long-standing issue that affects the emotional well-being and representation of Indigenous Peoples.

Challenging Prejudices and Misrepresentation

Land O’Lakes' logo has been a staple for over a century. The icon, featuring a Native American woman prostrate, offering butter as a gift to the gods, has been criticized for its colonialist undertones and misrepresentation of Indigenous culture. This image is not only outdated but also perpetuates a stereotype that Indigenous Peoples are inferior and used for commercial gain.

“The image relegates Indigenous Peoples to a symbolic, decorative role, rather than acknowledging their rich, diverse, and living cultures,” observed Indigenous rights advocate Benjamin Collings. By perpetuating such stereotypes, major corporations like Land O’Lakes unfairly profit from the misrepresentation of Indigenous Peoples' identities.

The Real Issue: Historical and Contemporary Misunderstandings

The fundamental problem at hand is the longstanding abuse, marginalization, and mistreatment of Indigenous Peoples since the arrival of settlers. Even today, Indigenous Peoples face systemic issues such as isolation, mistreatment, and neglect. The use of the Native American icon on a non-native product is a manifestation of this deep-seated cultural theft and appropriation.

For Indigenous Peoples, the emotional pain of seeing such imagery is compounded by a sense of invisibility and disrespect. The image is a constant reminder of the past injustices and current inequalities they face. It is an outdated symbol that hinders their journey towards cultural recognition and respect.

Impact on Indigenous Well-being

The use of Native American imagery for commercial purposes has been recognized as psychophysically damaging to Indigenous Peoples by The American Psychological Association. Hiring a diverse range of consultants, including Indigenous artists and activists, can offer a more nuanced and respectful representation of Indigenous culture.

Benjamin Collings emphasized, “Our tribal communities are people, not mascots.” Dominant culture often views such imagery as 'honoring' Indigenous Peoples, despite it perpetuating harmful stereotypes. This disconnect between intention and impact can be both frustrating and painful for Indigenous individuals and communities.

The Road Ahead: Empathy and Action

While the removal of the image is a positive step, it is just the beginning of a broader conversation about cultural appropriation and the respect due to Indigenous Peoples. Land O’Lakes, like many corporations, must consider the long-term implications of their actions and engage in meaningful dialogues with Indigenous communities.

Eric, an advocate for Indigenous rights, notes, “The move to remove the icon is hopeful, as it shows that Land O’Lakes has finally heard the pain and understood the importance of excising cultural theft from their branding. While it’s not the solution to the underlying issues, it is a step in the right direction.”

As more companies follow the lead of Land O’Lakes, there is a growing hope that Indigenous Peoples will be recognized and respected in all aspects of commercial and cultural representation. The journey towards true cultural respect and harmony is ongoing, but every step forward is a testament to the resilience and strength of Indigenous Peoples.