A man is standing in the field with a boy on his shoulders.

'Rural Is Incredible' campaign honored in Fast Company’s 2024 World Changing Ideas awards

The campaign and docuseries from Land O’Lakes is changing the conversation about rural America and agriculture.

Land O’Lakes was featured as an honoree in Fast Company’s 2024 World Changing Ideas Awards for its “Rural is Incredible” campaign and docuseries, which aims to disrupt misconceptions about rural towns and highlight their vital role in our country’s food system.
The annual list from Fast Company spotlights the most innovative solutions to the world’s most pressing challenges, and “Rural is Incredible” was featured in the Marketing & PR category as an honorable mention.
As a cooperative with more than 3,000 members, Land O’Lakes puts farmers and locally owned agricultural retailers at the heart of all its efforts.
“87% of U.S. food comes from rural America – without these communities, we don’t eat. They are vital to our country and our future. But there are misconceptions about these towns that need disruption,” said Land O’Lakes Chief Marketing Officer Heather Malenshek. “The fact is that these rural communities are vibrant, exciting and wonderful places.”
The “Rural is Incredible” docuseries focuses on Tulare, California, a center for dairy and produce, and Fort Dodge, Iowa, a town in the heart of America’s corn and soybean belt. Through the stories of local farmers and citizens based in Tulare and Fort Dodge, this docuseries shows the depth, closeness, and innovative spirit of these communities.
The campaign was also designed to reach the featured rural communities and the cities surrounding them, helping create a stronger bond between rural and urban America. In addition to the docuseries, this message was amplified across social channels, media coverage and through partnerships with local community organizations as Land O’Lakes focused on investing resources directly back into the communities spotlighted.
Ultimately, this campaign reminds viewers that food security is national security, and farmers and the communities they reside in across America help the agriculture industry meet the needs of the entire world.

Learn more

You can experience the “Rural is Incredible” campaign, including the videos highlighting Tulare and Fort Dodge, at landolakesinc.com/rootedintomorrow.
The Fast Company’s World Changing Ideas Awards is currently on their website and will also appear in its upcoming Spring issue.