Getty Images, Land O’Lakes empower brands to tell real rural stories

Land O’Lakes Inc. has partnered with Getty Images to launch Repicturing Rural, a playbook aimed at helping brands and media create more authentic and nuanced portrayals of rural America.

The initiative forms part of Land O’Lakes’ Modern Rural Collective (MRC), a network of storytellers, marketers and brands focused on redefining how rural and urban communities connect through storytelling and shared aspirations.

The collaboration addresses a growing demand for accurate depictions of rural life. According to Getty Images’ VisualGPS platform, searches for rural-related content increased by 22 percent in 2024 and a further 8 percent so far in 2025.

However, two-thirds of people in rural communities say advertisers fail to represent them accurately, underscoring the need for more genuine storytelling.

Tristen Norman, Head of Creative for the Americas, Getty Images: "In the United States, visuals depicting rural communities have long been oversimplified, or are simply inaccurate. When it comes to advertising and marketing, the visuals that do focus on rural places oftentimes do not represent the complexity and diversity inherent to these communities. Through this initiative, we are empowering those people who shape our visual culture – media outlets, publishers, brands and ad agencies – to use visuals that reflect the richness of rural life today in ways that paint a more accurate picture while meaningfully connecting with communities across the country."

In addition to the playbook, Getty Images and Land O’Lakes have developed a dedicated library of visuals designed to support more authentic storytelling. The collection includes new commissioned content and curated imagery from Getty Images’ creative archives, addressing representation gaps identified by VisualGPS research.

Heather Malenshek, Senior Vice President and Chief Marketing Officer, Land O’Lakes Inc.: "As one of the largest farmer-owned cooperatives in the U.S., telling authentic rural stories has always been core to who we are and was the impetus for convening the Modern Rural Collective – to help others do the same. That's why we're excited about this work with Getty Images to launch Repicturing Rural — a concrete, actionable playbook that gives the tools necessary to tell more authentic, modern stories that reflect the true value of rural communities and the role they play in shaping our shared future."

The Repicturing Rural playbook explores themes often overlooked or simplified, such as demographics, workplaces, healthcare, education and family life, as well as the landscapes that define these communities. By challenging outdated stereotypes, the initiative encourages brands and agencies to present rural America with depth, diversity and respect.

Through this partnership and the broader work of the Modern Rural Collective, Land O’Lakes and Getty Images aim to help reshape visual narratives about rural life, emphasizing both the value and values of these communities.

The playbook can be accessed here

www.landolakesinc.com

www.gettyimages.com

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