Difference between revisions of "Uncle Ben's"
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Revision as of 08:47, 7 January 2021
Uncle Ben's is is an American brand of easy-cook rice and other related food products that was introduced by Converted Rice Inc., which is now owned by Mars, Inc. Its headquarters are in Denver Harbor, Houston, Texas. Uncle Ben's rice was first marketed in 1943 and was the top-selling rice in the United States from 1950 until the 1990s.[1]
Racial Issue
As mass protest arouse due to racial act that killed George Floyd in Minneapolis May 2020 many companies decide to remove icon or rebrand their product including Uncle Ben's and Aunt Jemima following criticism that the name and image promoted racial stereotyping.
Since the 1940s, the Uncle Ben’s rice boxes have featured a white-haired black man, sometimes with a bow tie, an image critics say evokes servitude. Mars has said the face was originally modeled after a Chicago maitre d’ named Frank Brown.[2]
The company said it would drop the logo of an elderly African-American man wearing a bow tie on the 70-year-old brand and replace it with an orange package with Ben's Original'written in a blue font.[3]
Rebranding
On September 23, 2020 Mars Food announced it will change the UNCLE BEN’S® Brand to Ben’s Original™, signaling the brand’s ambition to create a more inclusive future while maintaining its commitment to producing the world’s best rice. The brand will no longer use picture of Uncle Ben and change the name to Ben Original™.
Ben's Original™ will begin production of the new brand identity immediately and Ben’s Original™ will begin reaching store shelves early 2021.
Anti-Black Racism Empowerment
"We are not just changing our name and the image on the package, but also taking action to enhance inclusion and equity—and that comes with a new brand purpose to create opportunities that offer everyone a seat at the table."
At the same time as revealing the new brand name, Mars unveiled a $2m investment in culinary scholarships for aspiring black chefs, in partnership with the New York-based civil rights organisation the National Urban League.[4]
"We will also help culinary entrepreneurs of all colors get educational opportunities so their ideas and voices can be appreciated by all. This work will begin in the U.S., where we will partner with National Urban League to support aspiring Black chefs through scholarships, and we will then expand our efforts to support other underserved communities around the world."[5]
This all the next step from Mars to empower and creating equal opportunity for all skin color to be more inclusive.
External Link
Read Mars Uncle Ben's official press release here and here
References
- ↑ Uncle Ben's. Retrieved December 26, 2020.
- ↑ Vizard, Sarah.Mars rebrands Uncle Ben’s after criticisms over racial stereotyping, Marketing Week, 23 September 2020. Retrieved December 26, 2020.
- ↑ Mars drops Uncle Ben's brand image after racial stereotyping row, The Business Times, 23 September 2020. Retrieved December 26, 2020.
- ↑ Goodfellow, Jessica.Mars rebrands Uncle Ben's to remove 'inequities' associated with rice product, campaignlive.co.uk, 24 September 2020. Retrieved December 26, 2020.
- ↑ unclebens.com. Retrieved December 26, 2020.


