Aunt Jemima brand, which recognizes its racist history, will be retired

Aunt Jemima brand, which recognizes its racist history, will be retired

“While trying to progress towards racial equality through various initiatives, we must review our brand portfolio and ensure that they reflect our values ​​and meet our customers’ expectations,” Pepsi’s company said in a statement. Said. CNN Business.

The appearance of Aunt Jemima improved over time. The origin and logo of the brand is based on the song “Old Aunt Jemima” by a minstrel show artist and reportedly slaves. The company’s website said the logo started in 1890 and is based on “storyteller, cook and missionary worker” Nancy Green. However, the website is Green He was born into slavery.
Repeated calls were made to change the company’s logo. 2015 view piece Riché Richardson, Cornell University professor published in the New York Times, said the logo “is very committed to Southern racism”.

Richardson said that the Aunt Jemima logo was based on the “mother”, a loyal and obedient servant, who enthusiastically nurtured the children of her white master and mistress while neglecting her own.

The company has also aired racist advertisements for decades, and actresses revived the mamy stereotype. He developed the logo over the years and even hired singer Gladys Knight as a spokesperson in the 1990s. Today, Aunt Jemima defines herself as a brand that means “warmth, nutrition and trust – qualities you’ll find in loving mothers from different backgrounds who want the best for their family.”

In 2017, the husband of the late B. Smith called the company to change and said that it was the expression “woman humiliation.

“Although we have been working for years to update the brand appropriately and respectfully, we are aware that these changes are not enough,” said Quaker Oats North American marketing chief Kristin Kroepfl. Said.

Companies are making changes following the calculation of a nationwide race after George Floyd’s death in police custody.
Pepsi (PEPE) has not yet shown a new logo or brand name for breakfast items. It will debut this fall. Aunt Jemima brand was acquired by Quaker Oats in 1926. PepsiCo acquired Quaker Oats in 2001.

The Aunt Jemima brand will donate $ 5 million over the next five years “Providing meaningful, continuous support and participation to the Black community”. Earlier this week, Pepsi announced a series of $ 400 million initiatives to support black society.

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