{"id":101126,"date":"2020-06-17T14:00:09","date_gmt":"2020-06-17T18:00:09","guid":{"rendered":"https:\/\/valorguardians.com\/blog\/?p=101126"},"modified":"2020-06-17T10:25:41","modified_gmt":"2020-06-17T14:25:41","slug":"aunt-jemima-to-be-rebranded","status":"publish","type":"post","link":"https:\/\/www.azuse.cloud\/?p=101126","title":{"rendered":"Aunt Jemima to be Rebranded"},"content":{"rendered":"
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Quaker Oats stated that Aunt Jemima’s image was based on a racial stereotype. (Paul Taggart\/Bloomberg via GettyImages)<\/span><\/figcaption><\/figure>\n

Quaker Oats will change Aunt Jemima’s brand and image. These new changes should kick in this fall.\u00a0 The argument advanced for this change is similar to that of “Land O’Lakes. Aunt Jemima’s image is seen as racist and stereotypical. Her earlier images would definitely be seen as unflattering. Although they attempted to modernize Aunt Jemima’s image over the years, Quaker Oats will replace them. The products will remain the same.<\/p>\n

From Fox News:<\/span><\/p>\n

“We recognize Aunt Jemima’s origins are based on a racial stereotype,<\/span><\/strong>” said Kristin Kroepfl, vice president and chief marketing officer of Quaker Foods North America, in a statement shared with Fox News. “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 consumers’ expectations.<\/span><\/strong>”<\/p>\n

Kroepfl added that while the parent company has tried to “update” the Aunt Jemima brand through the years to be “appropriate and respectful,” the time has come to scrap the current product in favor of a complete makeover.<\/p>\n

“We acknowledge the brand has not progressed enough to appropriately reflect the confidence, warmth and dignity that we would like it to stand for today<\/span><\/strong>,” Kroepfl stressed. “We are starting by removing the image and changing the name. 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.<\/span><\/strong>”<\/p>\n

The 130-year-old breakfast brand’s logo features a black woman named Aunt Jemima, who was once dressed as a minstrel character. The logo has evolved over time, with Quaker dropping Aunt Jemima’s kerchief in recent years, per NBC News.<\/p><\/blockquote>\n

Quaker Oats will be making donations in support of the black community. Fox News has more on this event here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Quaker Oats will change Aunt Jemima’s brand and image. These new changes should kick in this … Aunt Jemima to be Rebranded<\/span>Read more<\/a><\/p>\n","protected":false},"author":661,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13],"tags":[555],"class_list":["post-101126","post","type-post","status-publish","format-standard","hentry","category-society","tag-aunt-jemima"],"_links":{"self":[{"href":"https:\/\/www.azuse.cloud\/index.php?rest_route=\/wp\/v2\/posts\/101126","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.azuse.cloud\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.azuse.cloud\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.azuse.cloud\/index.php?rest_route=\/wp\/v2\/users\/661"}],"replies":[{"embeddable":true,"href":"https:\/\/www.azuse.cloud\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=101126"}],"version-history":[{"count":1,"href":"https:\/\/www.azuse.cloud\/index.php?rest_route=\/wp\/v2\/posts\/101126\/revisions"}],"predecessor-version":[{"id":101147,"href":"https:\/\/www.azuse.cloud\/index.php?rest_route=\/wp\/v2\/posts\/101126\/revisions\/101147"}],"wp:attachment":[{"href":"https:\/\/www.azuse.cloud\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=101126"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.azuse.cloud\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=101126"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.azuse.cloud\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=101126"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}