Buh Bye, Aunt Jemima: Quaker Discontinues Racist Branding

By Frances Langum — June 17, 2020

The times are changing. Quaker Oats is discontinuing the Aunt Jemima brand. Wapo reports:

In its press release, the company said that packaging without the image of Aunt Jemima would begin to appear in the fourth quarter of the year and that after that, the company would rebrand.

“We are starting by removing the image and changing the name,” Kroepfl said in the release. “We will continue the conversation by gathering diverse perspectives from both our organization and the Black community to further evolve the brand and make it one everyone can be proud to have in their pantry.”

The Aunt Jemima brand, which is owned by PepsiCo, pledged to donate at least $5 million over the next five years “to create meaningful, ongoing support and engagement in the Black community,” the press release said.

It's a start.

There were people who didn't know Aunt Jemima was racist? Do y'all also think Uncle Ben is a homage to Peter Parker's uncle? DO YOU THINK THE WASHINGTON REDSKINS IS OKAY?

— Elie Mystal (@ElieNYC) June 17, 2020

Good point, Elie, Uncle Ben's is next.

#UncleBens joins #AuntJemima in brand overhaul over concerns about racial stereotyping https://t.co/r0dGVkhVSN

— ABC7 Eyewitness News (@ABC7) June 17, 2020

Are MAGA types flipping out over this? We don't link to MAGA social media here, but trust me, yes.

CNN: Quaker Oats is removing the name and image of Aunt Jemima

MSNBC: Quaker Oats will remove the name and image of Aunt Jemima

Fox News: WE MUST PRESERVE OUR SYRUPY HERITAGE!

OANN: SOROS-FUNDED ANTIFA DEATH SQUADS ARE COMING TO STEAL THE SYRUP OF WHITE PEOPLE!!!

— Rex Huppke (@RexHuppke) June 17, 2020

Right wingers are losing their minds over the loss of Aunt Jemima, saying shit like "But she is a warm and comforting image," and "was my only exposure to black people growing up" (seriously). If you need black people to comfort you, and had no exposure, THAT is the problem

— Tim Wise (@timjacobwise) June 17, 2020

It makes sense that these guys think statues teach us history. They learned morals from syrup bottles.

— Dean Leysen (@DeanLeysen) June 17, 2020

We seem to be learning that for many white people, Aunt Jemima was their Black friend.

— William K. Wolfrum (@Wolfrum) June 17, 2020

I’m not convinced that these white people weren’t drunk and they actually befriended Mrs. Butterworth.

— Patrick Crain (@patrickcrain73) June 17, 2020

Three weeks ago they were in hysterics over Land o Lakes butter, now Aunt Jemima. Our plan to slowly take away their breakfast is working. Next we replace Jimmy Dean with a pansexual being of pure awareness.

Cap'n Crunch can stay though

— Mass for Shut-ins (is a podcast) (@edburmila) June 17, 2020

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