Uncle Ben’s rice firm to scrap brand image of black farmer

I am slightly confused, what is actually racist about Uncle Ben's packaging?

Parent company Mars says the character is out of step with the times and BLM campaign.

The rice company Uncle Ben’s is to scrap the image of a black farmer the brand has used since the 1940s and could change its name, as companies react to growing concerns over racial bias and injustice.

The parent company, Mars, said Uncle Ben was a fictional character whose name was first used in 1946 as a reference to an African American Texan rice farmer.

The image who personifies the brand “was a beloved Chicago chef and waiter named Frank Brown”,*the company said.

Mars also said, however, that it recognised the use of the character was out of step with the times, and pledged to overhaul the brand following sweeping calls for racial equality following the death of George Floyd and the Black Lives Matter campaign.

“As we listen to the voices of consumers, especially in the black community, and to the voice of our associates worldwide, we recognise that now is the right time to evolve the Uncle Ben’s brand, including its visual brand identity, which we will do,” the company said.

“Racism has no place in society. We stand in solidarity with the black community, our associates and our partners in the fight for social justice.”

Mars said it was evaluating all possibilities for changes to the product, which could include a new name. “We don’t yet know what the exact changes or timing will be, but we will evolve Uncle Ben’s visual brand identity,” the company said.

The move to rebrand Uncle Ben’s follows a similar announcement from the Quaker food company, which plans to*change the 130-year-old Aunt Jemima pancake and syrup name*and logo. The character is an African American woman who was originally dressed as a minstrel show performer.

Your thoughts?

I always thought it looked like a picture of Nelson Mandela on the front of the packets.

I believe it's the fact there is a black guy on the packaging, apparently that counts as racist.

No, it's not. Terms like 'Uncle' or 'Boy' in America where often historically used to advoid saying 'Sir'.

This is actually one of the more reasonable ones to be honest. Maybe they should rename it to Mr Brown's or something like that.

I never knew that, but thank you for the information. I too don't think it's racist, but some morons do apparently. Probably the same morons that believe Coco Pops are racist.

To be honest with you, the guardian article you have quoted is extremely poorly written. It doesn't actually explain anything.

Mr. Browns Rice? That sounds stupid. No offence. But, everyone has always known it as Uncle Ben's, therefore everyone will always call it that.

Yeah, but that's the same with all rebrands.

I am slightly confused, what is actually racist about Uncle Ben's packaging?

I believe it's the fact there is a black guy on the packaging, apparently that counts as racist.

The claims that coco pops are racist where made by a disgraced ex-MP who was obviously looking to restart her own career

The "Black Uncle" caricature is a relic of the US deep south concept of the house boy (in that context, "boy" was a term used for any black of any age) and is indeed a racist stereotype. By simply removing the "Uncle" and changing the image to a contemporary black chef (for example) the packaging would cease to be racist.

Would you also like me to explain why women should have the vote? I've got plenty of time.

Would you also like me to explain why women should have the vote? I've got plenty of time.