Despite the vital role rural communities play across the country, their portrayal in media and popular culture often falls short. Just 5% of visual images are set in rural places, according to research by Getty Images, and a YouGov survey found that two-thirds of Americans living in rural communities feel they are stereotyped by Hollywood.

“Rural America is caught between being overly romanticized or oversimplified,” explains Mickey Nelson, director of Brand Strategy, Insights and Analytics at Land O’Lakes. “Those perceptions don't reflect the reality of people's lived experiences.”

To help close this perception gap, Land O’Lakes launched the Modern Rural Collective in 2024. The initiative brings together storytellers, marketers, creators and brands committed to fostering a more modern and nuanced portrayal of rural America.

“Authentic representation matters. I've seen firsthand how rural places are often reduced to tired clichés like an empty barn, faded main street or a place frozen in time,” says Heather Malenshek, chief marketing officer at Land O’Lakes. “We're committed to challenging these outdated stereotypes and elevating stories that reflect the true nature of rural America. This initiative is about more than imagery; it’s about fostering understanding and connection across cultural divides.”

Creating tools for change

Grounded in research and insights, the Modern Rural Collective is developing practical resources to help marketers, filmmakers, advertisers and content creators portray rural communities with greater accuracy and depth.

Last fall, Land O’Lakes worked with Getty Images on the Repicturing Rural initiative, with a visual toolkit and curated stock image library that expands how rural life is represented. The cooperative also collaborated with Ron Howard's Imagine Entertainment to develop a storytelling toolkit for producers and screenwriters—drawing inspiration from acclaimed series such as Friday Night Lights and Somebody, Somewhere, which showcase the richness and complexity of small-town life.

When stories are rooted in authentic rural experiences, they do more than entertain. They broaden representation, challenge stereotypes and help audiences develop a more complete understanding of communities that play a vital role in America's social and economic fabric.

“My husband and I are eighth-generation dairy farmers. I think there are misperceptions about farmers,” says Land O’Lakes member-owner Alice Crothers of Long Green Farms, Inc. in Maryland. “But where we live is just incredible.”

Driving visible progress

For Heather, who grew up in rural Scotland, telling authentic rural stories is core to Land O’Lakes’ role as one of the largest farmer-owner cooperatives in the U.S. Over the past year, she’s convened leaders across industries to raise awareness, spark conversation and build momentum for the Modern Rural Collective.

“The progress we’ve made is incredibly meaningful and, more importantly, the visibility we’ve received for our efforts is starting to change how rural America is seen, understood and represented,” she says.

Since January, the initiative has generated significant impact, including:

• More than 570 media placements, including feature coverage in Fortune, Variety, Forbes and Adweek
• Ten speaking engagements on influential stages, including CES, Sundance Film Festival, TED2026 and GOODCon NY
• Three national industry recognitions from Adweek, The Drum and PR Daily

What's ahead

The work of the Modern Rural Collective is just beginning. 

Looking ahead, Land O’Lakes will continue its work with Imagine Entertainment, Getty Images and others to deepen collaboration, equip more creators with practical resources and increase opportunities for authentic storytelling that captures the vibrancy of rural America.

“Rural communities are dynamic, innovative and essential to our shared future,” says Heather. “At Land O’Lakes, our purpose is rooted in supporting the prosperity of farmers and rural communities, and the Modern Rural Collective is an example of translating that purpose into action.”