He delivered to food buyers a high quality rice in the 1940s. Roberto machado noa via getty images uncle ben s is evolving its visual brand identity parent company mars incorporated said wednesday.
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Brown was a maitre d in a chicago.
Uncle ben s image history. Butterworth s syrup cream of wheat and uncle ben s rice all feature racist imagery that dates back to the jim crow and slavery era. Uncle ben s was first based in houston texas. Common household products such as aunt jemima pancake mix mrs.
In response to criticism that its logo and name perpetuate racial stereotypes uncle ben s will evolve its visual brand. The uncle ben s brand which is now owned by mars was introduced to the u s. The brand 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.
Harwell the company s. The name uncle ben referred to a gulf coast rice farmer who was only known by ben. In 1946 when the image of uncle ben was portrayed as a domestic servant.
The rice company uncle ben s is to scrap the image of a black farmer the brand has used since the 1940s and could change its name as companies react to growing concerns over racial bias and. Uncle ben s is a brand name for parboiled rice and other related food products. The image that you see isn t actually of an uncle ben rather a frank brown who was working as the maître d hôtel of a chicago restaurant frequented by gordon l.
The image of uncle ben itself is based on that of a hotel employee. The current image has been in use since 1946 with the name and logo inspired by two black men a texas farmer named uncle ben who was known for growing high quality rice and the face on the. Uncle ben s products are sold worldwide.
Frank brown was the man whose image became the face of uncle ben s in 1946 said caroline sherman a spokeswoman for mars food the brand s parent company. Ben reportedly won a number of awards for the quality and yield of his rice crops. Like aunt jemima s mars tried to update.
The name uncle ben appears to reflect how white southerners once used uncle and aunt as honorifics for older black people because they refused to say mr and mrs.
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