Here are some of the most recent examples:

• B&G Foods - Cream of Wheat - Black Chef Removed from Packaging
• Mars Company - Uncle Ben’s is now “Ben’s Original”
• Quaker Oats - Aunt Jemima is now “Pearl Milling Company”
• Conagra - Mrs Butterworth - No Changes to date…

I came across an old 2015 article in the NYTimes about racial stereotypes used in consumer produce.

Public Opinion can make a change.
Because of the racial unrest in the US in 2020-21, companies are finally realizing that changes need to be made. Brands like Aunt Jemima, Uncle Ben, Cream of Wheat, and Mrs Butterworth, staples on grocery shelves and in kitchen cabinets since the early 1900’s are slowly going away. The problem with these products continued use over generations, the symbols become normalized, or unseen as unflattering racial images of a bygone era.

Quaker Oats, makers of Aunt Jemima was one of the first to announce a change. Their new name is the Pearl Milling Company, the name of the company founded in 1889 who first created the self rising pancake mix that would go on to be known as Aunt Jemima.

Conagra, Mrs Butterworth’s parent company announced there were would be a change in their packaging within hours of Quaker Oats Aunt Jemima announcement. They declined to say when it plans to unveil the new packaging and also noted that the original packaging would still be on the shelves until their brand review, which began began mid-June 2021 was completed. The more things change the more they remain the same…

How do you continue a growth mindset?
Consumers more often than not know exactly what they want. The real question becomes, are the people who are producing for them listening? Many times in business we are taught to take feedback with a grain of salt, and while that does have some validity, it is important to recognize consistent feedback. If more than one person has had the same thing to say about your product or service, there may be something to it. Consumers have become increasingly values based. To continue forward movement, listening to your target audience has become equally as important as the goods being produced. As we move forward into 2023 there will be an increased emphasis on with not for.