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

Land O’Lakes, a big name in dairy and food, has joined forces with Imagine Entertainment to change how rural America is shown in movies and TV. This team-up aims to show the real, diverse life in small towns, moving away from old stereotypes. The Modern Rural Collective (MRC) initiative is leading this change. It has created a toolkit for producers, filled with facts and stories about today’s rural life. The goal is to show that rural America is not just one thing. It’s full of different people, ideas, and ways of living. The toolkit points out that rural areas are often left out of big movies and TV shows. When they are included, the portrayals are often flat and outdated. The MRC wants to fix this by providing a more accurate picture. One interesting fact from the toolkit is that nearly 25% of rural residents are people of color. It also highlights the advanced technology and skills needed in modern farming and agri-businesses. This challenges the common belief that small towns are mostly white and less educated.Ron Howard, a partner at Imagine, brings a unique view to this project. He grew up acting in the 1960s sitcom “The Andy Griffith Show, ” which was set in a small town. More recently, he directed “Hillbilly Elegy, ” a film that sparked debate about rural life. Howard believes that rural America is often oversimplified. He hopes that the MRC’s toolkit will help storytellers show the depth and authenticity of these communities. The toolkit also praises shows like “Friday Night Lights” and “Somebody Somewhere” for their realistic portrayals of small-town life. These shows are rare examples of getting it right. This initiative is part of a bigger trend where consumer brands are teaming up with Hollywood. It also comes at a time when the country is deeply divided along political and ideological lines. The MRC hopes to bridge some of these divides by fostering understanding and connection.