The Aunt Jemima brand will be discontinued, in recognition of its racist past,
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The Aunt Jemima brand will be discontinued, in recognition of its racist past,

By Admin / June 17, 2020

“As we work to make progress towards racial equality through several initiatives, we must also take a closer look at our portfolio of brands and ensure that they reflect our values ​​and fulfill our customers’ expectations,” the Pepsi-owned company said in a statement. To CNN Business.

The appearance of Aunt Jamima has evolved over time. The origin of the brand and its logo are based on the song “Old Aunt Jemima”, from a performer from the vocalist, who is said to have sung by slaves. The company website stated that the logo started in 1890 and relied on Nancy Green, “a storyteller, chef and missionary worker.” However, the site failed to mention Green Can Born in slavery.
There were frequent calls for the company to change the logo. In 2015 An opinion article Rich Richardson, a professor at Cornell University, who was published in the New York Times, said the slogan “is closely related to southern racism.”

Richardson said that Aunt Jimaima’s motto is based on “Mami”, a loyal and submissive maid who eagerly nurtured the children of her white master and his mistress while neglecting herself. In 1923 the U.S. Senate approved a statue of a slave Mami, but it was never built.

The company has also displayed racist advertisements for several decades, with actresses embodying the stereotype mama. She developed the logo over the years, and even singer Gladys Knight hired as a spokesperson in the 1990s. Today, Aunt Jemima describes herself as a brand that means “warmth, nutrition and confidence – traits that you’ll find in loving mothers from diverse backgrounds and who want the best for their families.”

In 2017, the late husband of B. Smith called the company to change it and said it was an example of “female humiliation”.

“Despite the work that has been done over the years to update the brand in a manner that is intended to be appropriate and respectful, we realize that these changes are not enough,” said Christine Kropfel, North American Marketing Officer, Christine Kropfel in the statement.

After counting nationwide for race after George Floyd’s death in police custody, companies are making changes.
Pepsi (PEP) No new logo or brand name was revealed for breakfast items. This will appear for the first time in the fall. Quaker Oats purchased the Aunt Jemima brand in 1926. PepsiCo purchased Quaker Oats in 2001.

The Aunt Jemima brand will donate $ 5 million over the next five years “it will create sustained and meaningful support and participation in the black community”. Earlier this week, Pepsi announced a $ 400 million package of initiatives to support the black community.

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