CCO at Land O’Lakes cultivates a positive perspective to yield results
As told to Diane Schwartz, CEO of Ragan Communications.
There’s a good chance that butter on your bread came from Land O’Lakes. It’s startling to think that roughly 1% of the U.S. population is in the farming business, and that 1% provides food for 99% of Americans. Kim Olson thinks about this often and wants to tell the stories of these “original entrepreneurs.”
As the chief communications officer of one of the country’s largest farmer- and member-owned cooperatives with 9,000 employees in 50 states and 50 countries, Olson is a master storyteller who leads with empathy and transparency. Prior to joining Land O’Lakes 10 years ago, Olson had successful stints at Minnesota State Colleges & University System, UnitedHealth Group, Carlson, General Mills and Weber Shandwick. Her multifaceted role at Land O’Lakes includes executive communication for well-regarded CEO Beth Ford.
A member of Ragan’s Communications Leadership Council and on the advisory board of PR Daily, Olson is keen on the value of great writing among her team members, even in the age of AI. And she’s not shy about her love for sports, a handy skill for breaking the ice with stakeholders.
From her home in Minnesota, Kim shared her philosophy on leadership, storytelling, workplace culture and dispensed some advice for Taylor Swift and Travis Kelce.
Origin Story
DIANE: How’d you get here? Share some significant stops along your journey to your CCO role at Land O’Lakes.
KIM: Prior to Land O’Lakes, I led communications and marketing at the Minnesota State Colleges and Universities system (MnSCU) for a short time when my kids were college age. I’ve also had great experiences at three of the world’s top companies – UnitedHealth Group, Carlson and General Mills – and at one of the world’s top PR agencies – Weber Shandwick Worldwide.
DIANE: Did you know you wanted to be a communicator from early on in your career?
KIM:Yes, in some ways. I grew up wanting to be a sportscaster, communicating about one of my greatest passions. I’ve also always wanted to write. I have teenage journals that make me smile to this day.
DIANE: You’ve said you have found your home at Land O’Lakes – what makes this experience unique for you?
KIM:For me, it’s a combination of the people who make up Land O’Lakes and the people we serve. I have an extraordinary team, supported by amazing leadership, serving farmers, their families and the communities in which they live and work.
Leadership
DIANE: What’s the most important quality a comms leader must possess?
KIM: It’s not different than any other leader – authenticity and diplomacy. Both are key in leading, and frankly, in following.
DIANE: How would you describe your leadership style?
KIM: Casual and comfortable, sometimes to a fault. We recently welcomed our first grandchild and you’d think I was the first person ever to do it, the way I talk about her. That said, I think the connection of strong relationships and success cannot be underestimated.
DIANE: What would you say are the 2-3 most important competencies for communicators on your team?
DIANE: How do you inspire your team during times of crisis?
KIM: One of my favorite quotes is: “The way you look at things is the most powerful force in shaping your life.” It comes from contemporary Irish writer John O’Donohue. My “A-ha!” moment was when I truly believed it and acted accordingly in my career. That moment was later in my career than I wish it had been.
DIANE: For women in leadership roles, there’s been slow, but steady progress, with small percentages of women in CEO roles and board roles. What are some tangible ways to speed up change?
KIM:Women have always been a powerful force in communications and in business – the difference, to me, now is that they have better figured out how to help one another and the importance of doing so. I think the work itself has changed significantly over the years, enabling women to tell stories with greater depth and engagement for female audiences. I think the more we tell the stories, the faster change will come.
Culture
DIANE: Tell us something about Land O’Lakes that the ordinary consumer might not know.
KIM: While we love our butter (everyone pick some up for your holiday baking this year!), we are a 100-year-old, $20 billion farmer-owned cooperative agribusiness touching nearly the entire food value chain, with a presence in 10,000 rural communities and on half the harvested acres in the U.S.
Unique and resilient.
The Work
DIANE: What’s a typical day like for you?
KIM: I’m up around 4:30 a.m., on the treadmill, in front of my computer at 8 (either at home or in my home office, depending on the day). Then, it’s meetings and writing, and writing and meetings, until an evening with my husband of whatever everyone is streaming (and honestly, sometimes more meetings and writing).
DIANE: How is generative AI helping you and your team to be better communicators?
KIM: I’m excited about generative AI. Over many years, I’ve seen many tools come onto the scene and make our lives easier and our work better. That’s how I see AI – a tool. Those who master it quickly can use it to its best advantage.
DIANE: What are some ways you stay on top of the latest comms trends and developments?
KIM:I read everything, but in short clips. I take a headlines approach to trends and development. I also stay very close to people with shared interests. The best learning comes from conversation and experiences.
Self
DIANE: what are some personal habits that work for you?
KIM: I get exercise out of the way early. I try to do my most important writing in the morning. I block every Friday to catch up from the week and prepare for the next. I keep an open calendar for my team and try to get down to as few emails in the in-box as possible every day.DIANE: Take us through a typical weekend day.
KIM: Weekends are for family and friends. We love to travel and have three adult children in other states. The best weekends are spent with them.
DIANE: As you are an avid sports fan, how have sports also helped you on the business side?
KIM: Honestly, my best leadership moments often go back to sports in entertainment. I got more business leadership insight in the past few years from Ted Lasso than I would from any management consultant. And Travis Kelce and Taylor Swift should teach a marketing and communications class at every journalism school in the world.
Other Tidbits
Hometown:
Born in Kansas City, Missouri, grew up primarily in Burnsville, Minnesota.
Family:
Three grown kids,two sons-in-law and a fresh granddaughter.
Favorite Sports Team/s:
All MN teams, LSU Tigers, and Colorado Buffaloes (love Coach Prime).
Watching/Streaming Right Now:
Bad Sisters, Abbott Elementary and anything that Taylor Sheridan touches.
Best Advice:
Don’t buy problems that aren’t for sale. And everything is a phase.
Worst Advice:
Ambition is the key to success.
Best Mistake:
Too many to mention, but they turned out okay. Mostly.
Communications Industry Mentors:
Sara Gavin, Mary Jeffries, Scott Meyer, Dave Mona, Lynn Casey
To all Wonder Women: If you’re looking to connect with other women leaders in communications, consider joining us for the next Ragan’s Business Summit & Retreat in September 2025: Details are here.
Kim is one of my mentors! I still practice communication principles I learned from her at Carlson. Thanks for this great recognition for her career, but more importantly, her values. Oh and by the way, they apply to men just as well.