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Aunt Jemima Decides to Change Racist Branding, Mrs. Buttersworth's and Uncle Ben's Brands Follow

A brand that positively represents the Jim Crow era will not be tolerated today.

Henrietta Bilokur

Jun 25, 2020

University of Kentucky

Aunt Jemima Decides to Change Racist Branding, Mrs. Buttersworth's and Uncle Ben's Brands Follow

www.gannett-cdn.com

The Quaker Oat's owned pancake and pancake syrup company Aunt Jemima stated that they would be changing their branding by removing their logo and name this Wednesday. Aunt Jemima is the first of what seems to be many companies to follow rebranding their products as they acknowledge that their brands have been pe rpetuated racial stereotypes.

There’s no way y’all looked at a Aunt Jemima box and had no inklings of racism. There’s no way. https://t.co/krciGNlldz
— KAYA NOVA (@KAYA NOVA) 1592351731.0

Aunt Jemima finally decided to act in changing their brand even though they have been previously and publicly called upon to change their branding, and failed to rename and change the logo in the past. It seems as though the Black Lives Matter protests have shined a light back on this company's branding decisions once again.

www.gannett-cdn.com

The company's logo came about in 1925, inspired by Billy Kersand's minstrel song "Old Aunt Jemima". The Aunt Jemima logo and name are clearly extremely outdated as they are references to the Old South and the concept of a "mammy" or servant, an older woman who was forced to devote her life to serving her white master and his wife and children, having to leave her own.

www.ferris.edu

After the Aunt Jemima brand announced they were making immediate changes to their brand Uncle Ben's and Mrs. Buttersworth both made public statements that they are working towards making changes or "evolving" their brands to better represent their consumers' demands by not perpetuating racial stereotypes.

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Aunt Jemima Decides to Change Racist Branding, Mrs. Buttersworth's and Uncle Ben's Brands Follow

A brand that positively represents the Jim Crow era will not be tolerated today.

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The Best Lines from the Fab Four

And in the end, the love you take is equal to the love you make

The sun is up, the sky is blue, it's beautiful and so are you

Love is old, love is new, love is all, love is you

There's nowhere you can be that isn't where you're meant to be

Life is very short, and there's no time for fussing and fighting, my friend

He say, "I know you, you know me", One thing I can tell you is you got to be free

Oh please, say to me, You'll let me be your man. And please say to me, You'll let me hold your hand

It was twenty years ago today, Sgt. Pepper taught the band to play. They've been going in and out of style, but they're guaranteed to raise a smile

Living is easy with eyes closed, misunderstanding all you see

Can you hear me? When it rains and shine, it's just a state of mind

Little darling, it's been long cold lonely winter. Little darling, it feels like years since it' s been here. Here comes the sun, Here comes the sun, and I say it's alright

We danced through the night and we held each other tight, and before too long I fell in love with her. Now, I'll never dance with another when I saw her standing there

I love you, I love you, I love you, that's all I want to say

You say you want a revolution. Well you know, we all want to change the world

All the lonely people, where do they all come from. All the lonely people, where do they all belong

Oh, I get by with a little help from my friends

Hey Jude, don't make it bad. Take a sad song and make it better

Yesterday, all my troubles seemed so far away. Now it looks as though they're here to stay. Oh, I believe in yesterday

And when the brokenhearted people, living in the world agree, there will be an answer, let it be.

And anytime you feel the pain, Hey Jude, refrain. Don't carry the world upon your shoulders

I'll give you all I got to give if you say you'll love me too. I may not have a lot to give but what I got I'll give to you. I don't care too much for money. Money can't buy me love

All you need is love, love is all you need

Whisper words of wisdom, let it be

Blackbird singing in the dead of night, Take these broken wings and learn to fly. All your life, You were only waiting for this moment to arise

Though I know I'll never lose affection, for people and things that went before. I know I'll often stop and think about them. In my life, I love you more

Obviously the best superpower.

There have been many lessons learned.

1. The importance of traditions.

2. How to be thankful for family and friends.

3. How to give back.

4. What the word "community" really means.

5. That it isn't about the destination, but the journey.

6. The consequences of making bad choices.

7. To trust people, until you have a reason not to.

8. To be welcoming and accepting of everyone.

9. How to be my own, individual person.

10. How to work for what I want.

11. How to be great at giving directions.

12. How to be humble.

13. To be well-rounded.

14. How to be great at conflict resolution.

15. The beauty of getting outside and exploring.

16. To be prepared for anything.

17. That you don't always have to do it alone.

18. How to be creative.

19. To brush off gossip.

I have never been so thankful to know you.

Dealing with the inevitable realities of college life.

Don't freak out

Email the professor

Attend the first class

Keep attending class

Have a backup plan

Remember that everything works out at the end

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