If you were raised in North America, chances are you’re well-acquainted with the Aunt Jemima brand. Whether it was enjoying pancakes from their mixes, their pancake syrups, or a combination of both, you’ve likely encountered their products at least once or twice.
However, in recent years, the brand’s parent company, Quaker, decided to alter the name and branding of Aunt Jemima products due to its problematic and racist origins. This is the authentic narrative of Aunt Jemima.
The Aunt Jemima brand, famous for its pancake mix and syrup, was established by Chris Rutt and Charles Underwood back in 1889 in St. Joseph, Missouri. The brand’s initial objective was to craft a self-rising pancake mix that was both convenient to prepare and delectable.
The appellation “Aunt Jemima” originated from a prevailing song of its era, “Old Aunt Jemima.” In order to enhance brand awareness, Rutt and Underwood engaged the services of Nancy Green to perform the role of Aunt Jemima at the Chicago World’s Columbian Exposition in 1893.
Over the years, the Aunt Jemima character underwent a transformation into a stereotypical representation of an African-American woman, perpetuating racial stereotypes. This led to vocal objections from activists, scholars, and consumers, demanding a reassessment of the brand’s historical context and a modification of its name.
Quaker Oats Company issued a noteworthy declaration in June 2020, committing to fostering a more inclusive and equitable future and declaring their intention to retire the Aunt Jemima name and logo, acknowledging the brand’s historical association with racial prejudices.
Following a comprehensive review process, the Aunt Jemima brand underwent an official name change to the Pearl Milling Company in February 2021. This move received mixed reactions, with some welcoming the change as an overdue step towards addressing racial stereotypes and promoting inclusivity.
Controversy Surrounds Aunt Jemima Rebrand: Descendants Speak Out
The 2020 announcement of Aunt Jemima’s rebranding was met with mixed reactions, and not everyone was on board with the decision. One prominent dissenting voice was that of Larnell Evans Sr., the great-grandson of Anna Short Harrington, who once portrayed the iconic Aunt Jemima character. Evans expressed his deep concerns about the rebrand, arguing that it erased a vital part of his family’s legacy.
Larnell Evans Sr., a 66-year-old Marine Corps veteran living on disability in North Carolina, believes that his family and others like them deserve more than just acknowledgment from companies that have profited from racist images in the past, only to erase them through rebranding efforts.
