If you go to the our history section of the aunt jemima website it gives a rather whitewashed rundown of key moment s in the company s long life it was founded in 1889 and 100 years later. Quaker oats said. The breakfast brand aunt jemima is removing its logo and will be renamed amid public outcry that the branding perpetuated a racist stereotype its parent company said wednesday.
Known to households everywhere as a line of pancake mixes and other breakfast products the company admitted that the logo for the eponymous aunt jemima line was based on a racial stereotype the decision came amid ongoing civil rights protests across the u s which started calling an end to police brutality after the death of 46 year old. After doing some research i learned that quaker oats trademark aunt jemima isn t the only brand on the market rooted in racist ideals. When i was making vegan aunt jemima s pancakes a few weeks ago i took a quick look at the face on the package and realized that the depiction of aunt jemima looked more like a caricature depicted in a racist historical film than a real person.
Aunt jemima s logo has changed 6 times and its history is rooted in racial stereotypes and slavery check out how the brand started and evolved over 130 years jessica snouwaert 2020 06 17t21. This aunt jemima logo was an outgrowth of old south plantation nostalgia and romance grounded in an idea about the mammy a devoted and submissive servant who eagerly nurtured the children of. Aunt jemima was first brought to life by nancy green a.
The pancake mix debuted in 1889 and the inspiration for the logo featuring a black woman came from the minstrel song old aunt jemima. Although depictions vary over time they are similar to the common attire and physical features of mammy characters throughout history. Her skin is dark and dewy with a pearly white smile.
Aunt jemima is based on the common enslaved mammy archetype a plump black woman wearing a headscarf who is a devoted and submissive servant. Now he s sharing his collection with the world. New racism museum reveals the ugly truth behind aunt jemima david pilgrim has spent decades collecting racist pictures signs and knickknacks.
Quaker oats is retiring the more than 130 year old aunt jemima brand and logo acknowledging its origins are based on a racial stereotype.
