The image linked to American household’s favourite pancake mix of 130 years is linked to black inferiority, and years after realisation, PepsiCo (parent company of Quaker Oats Co.) is finally vowing to remove the name and image from Aunt Jemima pancake and syrup products nationwide.
A massive influx of black lives matter protests have surged across the world, predominantly in North America, following the murder of George Floyd in the hands of the police. In response to this, PepsiCo has made a step in line with its journey towards racial equality. VP and CMO of Quaker Oats, Kristin Kroepfl, has made this statement : “We recognise Aunt Jemima's origins are based on a racial stereotype. While work has been done over the years to update the brand in a manner intended to be appropriate and respectful, we realise those changes are not enough.
Ramon Laguarta, the CEO of PepsiCo, recently made a similar statement highlighting how the company urges to “dismantle the systemic racial barriers that for generations have blocked social and economic progress for Black people in this country”. He even announced the company's “>$400 million set of initiatives over five years to lift up Black communities and increase Black representation at PepsiCo”. This PDF from the company wholly outlines the steps PepsiCo has and will take to tackle this issue within their community : PepsiCo.
5 years ago, in a piece with the NY Times, Cornell University African-American literature professor Riché Richardson discussed Aunt Jemima, and the basis in which the company's branding stemmed from. She described Aunt Jemima as "an outgrowth of Old South plantation nostalgia and romance". She said that this pancake mix mascot perpetuated the idea of a black “mammy” - which is essentially a submissive black slave who obediently accommodated to the wishes of her white masters children.
Although the company’s site says the logo was based on storyteller and cook Nancy Green, she was in fact born into slavery in the state of Kentucky in 1834. Trevor Noah from The Daily Show even pointed out that the company knew from the beginning (through their racist advertisements) that they were portraying an anti-black image, but instead of abolishing this, they just slowly changed the branding year after year in hopes to seem less racist.
Not long after Quaker’s announcement, Marc Inc. made a statement : "As a global brand, we know we have a responsibility to take a stand in helping to put an end to racial bias and injustices. As we listen to the voices of consumers, especially in the Black community, and to the voices of our Associates worldwide, we recognize that now is the right time to evolve Uncle Ben’s brand, including its visual brand identity, which we will do”. Although they didn’t outline the changes they would be making to Uncle Ben’s brand - which also evokes racial stereotypes of subservience, they said they are evaluating their plans and possibilities.
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