Rethinking Rural America: A Fresh Look at Small-Town Life

Land O’Lakes, a prominent name in dairy and food, has joined forces with Imagine Entertainment to revolutionize the portrayal of rural America in movies and TV. This collaboration aims to move beyond outdated stereotypes and showcase the diverse, authentic life in small towns.

The Modern Rural Collective (MRC) Initiative

The Modern Rural Collective (MRC) is spearheading this change. It has developed a comprehensive toolkit for producers, packed with facts and narratives about contemporary rural life. The goal is to highlight the multifaceted nature of rural America, encompassing a variety of people, ideas, and lifestyles.

Addressing Misrepresentations

The toolkit underscores that rural areas are often overlooked or misrepresented in mainstream media. When they do appear, the portrayals are frequently one-dimensional and outdated. The MRC aims to rectify this by providing a more accurate and nuanced depiction.

Key Insights from the Toolkit

• Nearly 25% of rural residents are people of color.
• Modern farming and agri-businesses require advanced technology and specialized skills, challenging the stereotype of rural areas being less educated and technologically backward.

Ron Howard’s Perspective

Ron Howard, a partner at Imagine Entertainment, brings a unique perspective to the project. He grew up acting in the 1960s sitcom “The Andy Griffith Show,” set in a small town, and more recently directed “Hillbilly Elegy,” a film that sparked debate about rural life.

Howard believes that rural America is often oversimplified and hopes that the MRC’s toolkit will help storytellers capture the depth and authenticity of these communities.

Celebrating Accurate Portrayals

The toolkit commends shows like “Friday Night Lights” and “Somebody Somewhere” for their realistic and respectful portrayals of small-town life. These shows stand out as rare examples of getting it right.

Broader Implications

This initiative is part of a growing trend where consumer brands are collaborating with Hollywood. It also comes at a time when the country is deeply divided along political and ideological lines. The MRC hopes to bridge these divides by fostering understanding and connection.