The Aunt Jemima image has evolved over the years to meet socially acceptable standards of the times. (Associated Press)

Aunt Jemima brand retired by Quaker due to racial stereotype

The Aunt Jemima image has evolved over the years to meet socially acceptable standards of the times

Quaker Oats is retiring the 131-year-old Aunt Jemima brand, saying the company recognizes the character’s origins are “based on a racial stereotype.”

Just hours later, the owner of the Uncle Ben’s brand of rice says the brand will “evolve” in response to concerns about racial stereotyping.

Quaker, which is owned by PepsiCo, said it’s overhauled pancake mix and syrup will hit shelves by the fourth quarter of 2020. The company will announce the new name at a later date.

“We recognize Aunt Jemima’s origins are based on a racial stereotype,” said Kristin Kroepfl of Quaker Foods North America. “While work has been done over the years to update the brand in a manner intended to be appropriate and respectful, we realize those changes are not enough.”

The Aunt Jemima image has evolved over the years to meet socially acceptable standards of the times, but the brand could not shake its history of racial stereotypes and connections to slavery. By 1989, Aunt Jemima had lost weight, abandoned her kerchief and looked more like a typical modern housewife. But the image and brand tweaks over the years were apparently not enough.

“The reputation of that brand, now more than 130 years old, was built on a racial and cultural stereotype that is widely regarded as offensive,” said James O’Rourke, professor of management at the University of Notre Dame’s Mendoza College of Business. “Brand managers have been aware of that for years and have tried, largely through incremental updates to the character’s image on the packaging, to modernize how she is seen. The headscarf is gone, they’ve added a lace collar, pearl earrings. But the effect, because of the name, is the same.”

PepsiCo also announced a five-year, $400 million initiative “to lift up black communities and increase black representation at PepsiCo.”

Caroline Sherman, a spokeswoman for Mars, which owns Uncle Ben’s, says the company is listening to the voices of consumers, especially in the black community, and recognizes that now is the right time to evolve the brand, including its visual identity.

In the wake of the police killing of George Floyd in Minneapolis, activists and consumers have demanded that companies take a stand against racial injustice or lose their business. The singer Kirby posted a TikTok video called “How to Make a Non Racist Breakfast” explaining some of the backstory of the Aunt Jemima brand. That video went viral.

Land O’Lakes announced earlier this year that it would no longer use the Native American woman who had graced its packages of butter, cheese and other products since the late 1920s.

Matt Ott, The Associated Press

Like us on Facebook and follow us on Twitter.

Want to support local journalism during the pandemic? Make a donation here.

racism

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Stanley Cup win for Surrey-based NHL scout who coached in North Delta

Grant Armstrong is among 11 WHL alumni currently with Tampa Bay Lightning

CRIME STOPPERS: ‘Most wanted’ for the week of Sept. 27

Crime Stoppers’ weekly list based on information provided by police investigators

Reincarnation, baby! Surrey singer and husband celebrate ‘miracle’ pregnancy

‘I (said) to Adam, ‘I really think this is your brother reincarnated,’ Elise Estrada says

White Rock shoots down mandatory mask motion

Coun. Scott Kristjanson asked city to prepare report on mandatory masks on public spaces

105 new COVID-19 cases, 1 death as health officials urge B.C. to remember safety protocols

There are currently 1268 active cases, with 3,337 people under public health monitoring

B.C. nurses report rise in depression, anxiety, exhaustion due to pandemic

A new UBC study looks into how the COVID-19 response has impacted frontline nurses

Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

National child-care plan could help Canada rebound from COVID-induced economic crisis: prof

A $2 billion investment this year could help parents during second wave of pandemic

Join Black Press Media and Do Some Good

Pay it Forward program supports local businesses in their community giving

Search suspended for Indigenous elder last seen mushroom picking in northwest B.C.

Mushroom picker Thomas (Tommy) Dennis has been missing since Sept. 16

16 MLAs retiring from B.C. politics add up to $20M in pensions: Taxpayers Federation

Taxpayers pay $4 for every dollar MLAs contribute to their pensions

‘Bonnie’ and ‘Henry’ among latest litter of service dog puppies

B.C. Alberta Guide Dogs names two pups after provincial health officer

B.C. VOTES 2020: Few solutions offered for ‘out of control’ camping

B.C. Liberals, NDP spend millions as problem keeps growing

Most Read