The time has come to replace jemima a problematic and stereotypical character that originated in. Chicago in response to nationwide protests regarding police brutality and racial discrimination food conglomerate quaker oats announced friday that after 130 years it would replace its historically racist aunt jemima mascot with a black female lawyer who enjoys pancakes from time to time. Quaker oats used harrington s likeness on products and advertising and it sent her around the country to serve flapjacks dressed as aunt jemima the gig made her a national celebrity.
Quaker oats announced wednesday that it will retire the aunt jemima brand saying the company recognizes the character s origins are based on a racial stereotype indeed the logo was inspired by 19th century minstrel celebrating the mammy a black woman content to serve her white masters. Quaker oats used harrington s likeness on products and advertising and it sent her around the country to serve flapjacks dressed as aunt jemima the gig made her a national celebrity in 2014 evans filed a lawsuit against quaker oats for 3 billion considering they were not receiving any royalties. The cover of the pancakes features the black fictional character aunt jemima a mammy who worked for the white family.
The brand has been in existence since 1889 but it received a trademark only in 1893. Aunt jemima is a breakfast brand owned by quaker oats which is a subsidiary of pepsico. In june 2020 the quaker oats company announced that it would be re branding its aunt jemima line of products syrup pancake mix and other breakfast foods because the brand s origins.
Quaker oats announced on wednesday that the. Aunt jemima syrup and pancake mix will be given a new name and image by quaker oats after the company acknowledged the brand s origins were racist. Just as the formula for the mix has changed several times over the years so has the aunt jemima image.
Jaffee a freelance artist from the bronx new york also designed one of the images of aunt jemima used by quaker oats to market the product into the mid 20th century. The aunt jemima package was redesigned around the new likeness. The suit alleges that quaker oats found olivia hunter harrington s youngest daughter in 1989 to use to likeness in the updated brand imagery seen.
It s aunt jemima versus the quaker oats man. We recognize aunt jemima s origins are based on a racial stereotype kristin kroepfl vice president and chief marketing officer of quaker foods north america said in a press release.
