Land O'Lakes, Inc. and Getty Images Launch Initiative to Challenge Rural Stereotypes

Core Insights - The initiative "Repicturing Rural" aims to provide media outlets, brands, and ad agencies with tools to authentically represent rural communities through visuals [1][2][4] - Land O'Lakes Inc. collaborates with Getty Images to launch this playbook, which includes content and perspectives for telling elevated stories about rural America [2][4] - The playbook is part of Land O'Lakes' Modern Rural Collective (MRC) efforts to inspire a new narrative for urban and rural communities [4][11] Market Demand and Representation - Getty Images' VisualGPS data indicates a 22% increase in customer searches for rural visuals in 2024 and an 8% increase to date in 2025 [5] - Despite the rising demand, 66% of Americans in rural areas feel that advertisers do not understand their communities [5][6] Visual Content and Themes - The playbook and accompanying visual library aim to address themes often oversimplified in media, such as rural demographics, workplaces, healthcare, education, and family life [6][10] - The initiative encourages the abandonment of outdated stereotypes to capture the vibrancy and complexity of rural life [6][11] Organizational Background - Land O'Lakes, Inc. reported annual sales of $16.2 billion in 2024 and is one of the largest farmer-owned cooperatives in the U.S. [10] - The Modern Rural Collective (MRC) is a network focused on creating a shared narrative that reflects the values and potential of rural communities [11]