“As we work to advance toward racial equality through several initiatives, we must also look closely at our brand portfolio and ensure that they reflect our values and meet the expectations of our consumers,” a statement from a Pepsi-owned company to CNN Business said.
Richardson said Aunt Jemima’s logo is based on a “mother,” a loyal and submissive maid who passionately nurtured the children of her white master and mistress while neglecting her own. “The statue of the slave mother stereotype was approved by the U.S. Senate in 1923, but was never built.
The company has also been running racist ads for decades, and the actresses personify their mother’s stereotype. Over the years, he developed the logo and even hired singer Gladys Knight as a spokeswoman for the 1990s. Today, Aunt Jemima is described as a brand that stands for “warmth, care and trust – qualities you will find in loving moms of different backgrounds who want the best for their family.”
“While we have been working to update the brand over the years in a way that is intended to be appropriate and respected, we understand that these changes are not enough,” Quaker Oats North America Chief Marketing Officer Kristin Kroepfl said in a statement.
Brand Aunt Jemima will donate five million dollars over the next five years to “create meaningful, ongoing support and engagement in the black community”. Earlier this week, Pepsi announced a $ 400 million initiative to support the black community.