Uncle ben’s rice could ditch name it “evolves” to fight against “the racial prejudices and injustices’

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Uncle ben’s rice is in the process of change, it is the brand image in the midst of growing concerns over the racial prejudices and injustices.The current packaging features the fictional character “Uncle Ben” – the name was first used in 1946 – as a reference to an african-American rice farmer in Texas.

But the image of a ” beloved Chicago chef and sommelier by the name of Frank Brown,” said the company.

However, with the tension on the manner in which race is represented throughout the world, Uncle Ben owner March said that things will change.

“We recognize that now is the right time to change the Uncle Ben brand, including its visual identity of the brand, what we will do,” food giant Mars said.



The brand is going to change

“Racism has no place in society. We affirm our solidarity with the Black community, our employees, and our partners in the fight for social justice,” according to the press release.

March gave no deatials of exactly how or when the changes will be made, simply saying that it is “evaluating all possibilities “.

This is not the only brand to change its look in the current climate, either.



The name and the images are changing

Aunt Jemima pancake mix and syrup, owned by Quaker Foods, is looking at changes too.

Quaker Kristin Kroepfl said: “We recognize Aunt Jemima’s origins are based on a stereotype of race. ”

“As we work to make progress toward racial equality through several initiatives, we must also take a hard look at our portfolio of brands and ensure that they reflect our values and meet the expectations of our consumers. ”

In the statement, obtained by Adweek, Kroepfl added: “We are starting with the deletion of the image and change the name.

“We’re going to continue the conversation by gathering various points of view of our organization and the Black community to further promote the evolution of the brand and make it one everyone can be proud to have in their pantry.”

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