Throughout the years, the Aunt Jemima character evolved into a stereotypical depiction of an African-American woman, perpetuating racial stereotypes. The character was portrayed as a mammy figure, a term used to describe a loyal, nurturing, and submissive black domestic worker. The brand’s imagery and advertising campaigns reinforced these harmful stereotypes.
In recent decades, there has been growing criticism of the Aunt Jemima brand and its racially insensitive imagery. Activists, scholars, and consumers have argued that the character perpetuated harmful stereotypes and denied the complex and diverse experiences of African-American women. There were calls for a name change and a reexamination of the brand’s history.
Quaker’s Response
Quaker’s Response
In response to this criticism, the Quaker Oats Company, a subsidiary of PepsiCo that owns the Aunt Jemima brand, announced in June 2020 that they would be retiring the Aunt Jemima name and logo. They acknowledged the brand’s origins in racial stereotypes and committed to creating a more inclusive and equitable future. The company also pledged to donate $5 million over the course of five years to support the black community.
After an extensive review process involving consumers, employees, and stakeholders, the Aunt Jemima brand officially changed its name to the Pearl Milling Company in February 2021. The new name pays homage to the original milling company that created the self-rising pancake mix that eventually became Aunt Jemima.
This was well-received by some, but slammed by others. Some say that this should have happened a long time ago. Their argument is for the same reasons that Quaker removed the brand: It perpetuates a stereotype that is based on slavery. Others, however, say that it removes Nancy Green’s legacy. This legacy, however, is often thought to be something that it’s not.
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