Aunt Jemima Changing Name, Removing Image Acknowledging Racial Stereotype – The Aunt Jemima brand, which has graced syrup and other products for more than 130 years, is being scrapped, acknowledging that its “origins are based on a racial stereotype.”
Aunt Jemima Changing Name, Removing Image Acknowledging Racial Stereotype:
Chicago-based Quaker Oats-owned company, a unit of PepsiCo, announced Wednesday that it will first remove the iconic Aunt Jemima figure from its packaging, with plans to change the name at a later date. The company said it made the decision as it took a “hard look” at the brands in its portfolio.
The logo of the more than 130-year-old brand features an African American woman wearing the garb of a kitchen maid and a kerchief commonly worn by slaves in the antebellum South.
Products were sold under the Aunt Jemima brand, which originally depicted a heavy-set black woman, named after a character from 19th century minstrel shows. The offensive caricature is rooted in a stereotype of a friendly black woman working as a servant or a nanny for a white family.
Aunt Jemima brand has faced criticism for perpetuating a racist stereotype dating back to slavery and calls for a boycott in recent days, amid widespread protests over racism in the United States after the death of George Floyd, a handcuffed black man who died in police custody in Minneapolis.
Aunt Jemima Product Name And Logo Being Scrapped By Quaker Oats Because Of Racial Stereotype History:
“As we work to make progress toward racial equality through several initiatives, we also must take a hard look at our portfolio of brands and ensure they reflect our values and meet our consumers’ expectations,” Kristin Kroepfl, vice president and chief marketing officer of Quaker Foods North America, said in a statement.
“We acknowledge the brand has not progressed enough to appropriately reflect the confidence, warmth and dignity that we would like it to stand for today,” said Kristin Kroepfl. “We are starting by removing the image and changing the name.”
PepsiCo also announced that the Aunt Jemima brand would make a minimum donation of $5 million over the next five years “to create meaningful, ongoing support and engagement in the Black community.”