Land O’Lakes Dairy Foods Spreads Hope and Butter With the Help of Farmers

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Land O' Lakes

Few Americans understand the realities of modern dairy farming, but there is an increase in consumer demand to know where their food is coming from.

As a farmer-owned cooperative, Land O’Lakes is uniquely positioned to connect its members with knowledge-hungry consumers to provide them with the dairy information and products they crave. That’s why Land O’Lakes decided it was time to offer hope and inspiration in the form of Where Goodness Grows, a multidimensional campaign anchored by a six-part digital video series designed to connect everyday people with the farmer-owners who are so critical to delivering the food they enjoy.

Where Goodness Grows focuses on the full-on delight that’s often overlooked, yet very much present, in the lives of dairy farmers and the communities that surround them. The series is hosted by (and produced remotely from the kitchen of) Amy Brown, co-host of iHeartMedia’s award-winning country music radio show, “The Bobby Bones Show.”

In each episode, Brown speaks with Land O’Lakes farmer-owners, sharing their inspiring stories and trying some of their home-crafted recipes. It’s an upbeat celebration of the work they do and the lives they lead on and off the dairy farm.

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On average, each published episode of the series has generated more than 1.3 million video views and 19.6 million impressions.