Land O’ Lakes is celebrating National Farmers Day by raising consumer awareness of the critical role that farmers play in society by launching the “State of the American Farmer” survey. The survey revealed some of the misconceptions that Americans have about the state of farming. On average, Americans believe that less than half of all farms are family-owned and operated and that just 43 percent of what they buy comes from family farms. Despite some misconceptions, most Americans are interested in the source of their food. Nearly all of the survey respondents say it’s at least somewhat important that their groceries be sourced sustainably. To show support for farmers, Land O’ Lakes launched “Farmers are Incredible,” a multiplatform creative campaign rooted in celebrating National Farmers Day. The goal is to emphasize the year-round importance of farmers and the agriculture industry. The campaign features the co-op’s farmer members and their work.