Uncle Ben’s Rice Seeks to Eliminate Racist Associations with a New Brand Identity: Ben’s Original | The NY Journal

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EVA HAMBACH / AFP / Getty Images

Uncle Ben’s rice brand is getting a new name: Ben’s Original. Parent company Mars Inc. revealed on Wednesday the name change of the 70-year-old rice brand after its logo was criticized for being racial stereotype.

Since the 1940s, rice boxes have featured a white haired black man in a bow tie, an image critics say evokes serfdom. The company said the face was originally modeled by a Chicago maitre d ‘called Frank Brown.

“We listen to our associates and our customers, and now is the time to make significant changes across society,” said Fiona Dawson, global president of Mars Food. “When you make these changes, you are not going to please everyone. But it’s about doing the right thing, not the easy thing. “

Dawson said months of conversations with employees, customer reviews and other stakeholders led the company to settle for “Ben’s Original.” He said that the company is still deciding the image that will accompany the new name. The new packaging is expected to be put in stores next year.

Mars had announced in the summer that the Uncle Ben brand would “evolve.” The company also announced several initiatives including an investment of $ 2 million in culinary scholarships for aspiring black chefs in association with the National Urban League. You are also planning an investment of $ 2.5 million in nutrition and education programs for students in Greenville, Mississippi, the largely African-American city where the rice brand has been produced for more than 40 years.

We listened. And we learned. Moving forward, Uncle Ben’s will be known as Ben’s Original ™. Read our full statement to find out more about our brand’s new purpose to create opportunities that offer everyone a seat at the table: https://t.co/0tSE0lnMa1 pic.twitter.com/741JQU1qTI

– Uncle Ben’s USA (@UncleBens) September 23, 2020

Several companies have removed racial images from their brands in recent months, a ripple effect after protests by Black Lives Matters for the police murder of George Floyd and other African Americans.

Quaker Oats announced in June that it would remove Aunt Jemima from the packets of syrup and pancakes, responding to criticism that the character’s origins were based on “mamita,” a black woman who was content to serve her white masters. Quaker said packages without Aunt Jemima’s image will begin showing up in stores later this year, although the company has not revealed the new logo.