Aunt Jemima's brand, recognizing her racist past, will retire

Aunt Jemima’s brand, recognizing her racist past, will retire

“As we work to advance racial equality through many initiatives, we must also take a look at our brand portfolio and ensure that they reflect our values ​​and meet the expectations of our consumers,” said the company. Pepsi in a statement provided to CNN Business.

The appearance of Aunt Jemima has evolved over time. The brand’s origins and logo are based on the song “Old Aunt Jemima” by a show performer and is said to be sung by slaves. The company’s website said the logo was launched in 1890 and was based on Nancy Green, “narrator, cook and missionary.” However, the site does not mention Green was born in slavery.
There have been repeated calls for the company to change the logo. In a 2015 opinion published in the New York Times, Cornell University professor Ritsa Richardson said the logo “is very much linked to southern racism.”

Richardson said Aunt Jemima’s logo was based on a “mom”, a devoted and submissive servant who impatiently nurtured the children of the white boss and her mistress while neglecting her own. ” A statue of a stereotypical slave slave was approved by the US Senate in 1923, but was never built.

The company has also run racist ads for several decades, with actors personifying the mammalian stereotype. She developed the logo all these years and even hired singer Gladys Knight as a spokesperson for the 1990s. Today, Aunt Jemima describes herself as a brand that means “warmth, nourishment and confidence – qualities you will find in beloved mothers from different backgrounds.” backgrounds that want the best for their families. ”

In 2017, the husband of the late V. Smith called on the company to change it and said it was the epitome of “humiliation of women”.

“While work has been done over the years to update the brand in a way that is appropriate and respectful, we realize that these changes are not enough,” said Kristin Kroepfl, head of marketing at Quaker Oats North America.

After a national count of the fight after George Floyd’s death in police custody, companies are making changes.
Pepsi (ANIMALS) has not yet revealed a new logo or brand name for breakfast items. This will make its debut in the fall. The Aunt Jemima brand was purchased by Quaker Oats in 1926. PepsiCo bought the Quaker Oats in 2001.

Aunt Jemima’s brand will donate $ 5 million over the next five years “to create substantial, ongoing support and engagement in the black community.” Earlier this week, Pepsi announced a series of $ 400 million initiatives to support the black community.

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