Uncle Ben’s, Mrs. Butterworth Removing Racial Stereotype



NATIONAL LEVEL – As protests and calls for racial justice continue across the country, some major household brands are lining up to abandon long-standing brand designs that highlight racial stereotypes of black Americans .

What would you like to know

  • Aunt Jemima announced plans to rebrand on Wednesday
  • Images of Uncle Ben identified as “honorific from the south”
  • Mrs. Butterworth’s bottle is shaped like a chambermaid
  • The rebranding comes amid the upheaval of racial injustice in the country

Aunt Jemima’s syrup and pancake mix product on Wednesday chose to remove images of the black woman, whose story stems from slavery, from their branding after 131 years.

Uncle Ben’s brand of rice and Mrs. Butterworth follow in these footsteps.

According to CNN Business, the owner of the rice brand, Mars, is considering changing the “brand identity” of the rice maker.

Mars posted a statement on its website taking a stand against racism and saying that “now is the time to evolve the Uncle Ben’s brand, including its brand visual identity, which we will do.”

According to Uncle Ben’s website, the name was first used in 1946 in reference to a black farmer known as Uncle Ben who excelled in rice farming. The man pictured in the logo is a “beloved Chicago chef and waiter named Frank Brown”.

A 2007 New York Times article notes that the imagery depicts a servant and uses a title that reflects how white Southerners “once used” uncle “and” aunt “as honorary titles for older blacks because they refused to. say ‘Mr.’ and ‘Madam’ “

Conagra, who makes Ms. Butterworth’s syrup, said she “can see that our packaging can be interpreted in ways that are totally inconsistent with our values,” CNN Business reported. The company is also in the process of redefining its image, which includes a bottle that depicts a figure of a chambermaid.



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