Quaker Declares Decision to Transform Aunt Jemima’s Brand Name and Logo to Encourage Racial Equality

Quaker Oats has declared its intentions in a recent broadcast to transform the Aunt Jemima brand name and logo. The current ongoing racism protests nationwide have influenced institutions to readjust certain racial equality guidelines.

Quaker Oats do not seem left behind in the racial new era scheme, as they announced on Wednesday to change the company imagery and name. They went on to acknowledge the Aunt Jemima logo and name represents racial stereotype which dates back to the period of slavery.

Several changes have been made to the logo design since its inception. The company owned by Quaker Oats made a subtle transformation to the brand. These changes were made over the years amid pressure and conflicts from critics who claim the brand is a representation of racial stereotypes.

 However, these changes seemed not to be enough as the image still portrays a black woman slave, hence Quaker Oats has decided to transform the brand name and picture design packages completely.

Chris Rutt and Charles Underwood invented the aunt Jemima syrup and pancake mix, and the brand got launched in the year 1889. According to the company’s website, the black woman character portrayed on the packages was a direct inspiration of a black storyteller, cook, and missionary worker named Nancy Green.

Aunt Jemima was known to have been born a slave and was portrayed that way in the brand image. In 1926 Quaker oats took full possession after buying the brand, and PepsiCo took over in 2001. Some changes were made to the logo design in 1989, the red bandanna peculiar to slaves got transformed into soft curls and pearl earrings. Despite the difference, critics have claimed the company’s brand image represents a black slave.

The vice president and chief marketing officer of the company Kristin Kroepfl said in a press statement, “As we work to make progress toward racial equality through several initiatives, we also must take a hard look at our portfolio of brands and ensure they reflect our values and meet our consumer’s expectations.”

He went on to say, “We recognize 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 realize those changes are not enough.”

Quaker Oats declared the new name would be stated to the public soon, and new designs will be unraveled on packages by the fourth quarter of this year 2020. The company said the brand has survived for over 130 years and has been advancing through the years with the sole aim to represent loving mothers from diverse parts of the world who desire the best for their families.

The vice president has finally accepted the company needs to make this change by saying:

“it has not progressed enough to appropriately reflect the confidence, warmth, and dignity that we would like it to stand for today.”

Adding to this, he also said the company’s legacy would “ 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.”

Hence Pepsico has announced a $5 million for the next five years as well as a $400 million series of initiatives to encourage the black association and “create meaningful, ongoing support and engagement in the Black community.”