Home » Business » USA. A popular brand of rice with a new name. “Ben’s Original” instead of “The Uncle Ben’s”

USA. A popular brand of rice with a new name. “Ben’s Original” instead of “The Uncle Ben’s”

– We listened to our colleagues and clients. The time is right to make meaningful changes to society as a whole. When you do them, you are not able to please everyone. But it is about doing the right things, not the easy ones, she commented, quoted by AP NewsFiona Dawson, Global President of Mars Food.

Dawson also said the new name was chosen after months of discussions and research with the brand’s customers. The company still does not know what image will accompany the new name.

New name for the popular rice brand. “Ben’s Original” instead of “The Uncle Ben’s”

The renaming of the rice brand from “The Uncle Ben’s” to “Ben’s Original” is the result of efforts to combat racial prejudice and stereotypes. In June, Mars Incorporated decided to remove the black Uncle Ben from the brand’s rice packaging. The decision was made during the protests that were held under the slogan “Black Lives Matters”.

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The name of the rice brand was first used in 1946. Uncle Ben was a cook and waiter from Chicago. The image of a man has been present on rice packets also since those years. Many believe that the picture evokes the humiliation of black people. Additionally, calling African Americans “uncle”, “aunt” was a practice in the south famous for slavery. Thus, the terms “lord” and “lady” were replaced.

Mars Incorporated also announced an investment of $ 2 million dollars in Culinary Scholarships for aspiring black chefs. Additionally, the company will invest $ 2.5 million in nutrition and education programs for students in Greenville, Mississippi, where rice has been produced for more than 40 years.

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