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Hello, communicators:

Ahead of its 100^th birtrhday, Land O’Lakes removed the “butter maiden” from its packaging—an image that Eater described as “a non-specific American Indian woman with a feather in her hair, kneeling and presenting the consumer with a container of butter.”

The new packaging features both heavily-wooded land and a lake, with the term “farmer-owned” stamped over the top.

In a press release, the company wrote:

“As Land O’Lakes looks toward our 100th anniversary, we’ve recognized we need packaging that reflects the foundation and heart of our company culture—and nothing does that better than our farmer-owners whose milk is used to produce Land O’Lakes’ dairy products,” said Beth Ford, President and CEO, Land O’Lakes.

“As a farmer-owned co-op, we strongly feel the need to better connect the men and women who grow our food with those who consume it,” Ford said. “Our farmer-to-fork structure gives us a unique ability to bridge this divide.”