Difference between revisions of "Uncle Ben's"

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[[File:Uncle Ben's Old Logo.png|220px|thumb]]
 
[[File:Uncle Ben's Old Logo.png|220px|thumb]]
'''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.<ref>[https://en.wikipedia.org/wiki/Uncle_Ben%27s#cite_note-1 Uncle Ben's]. Retrieved December 26, 2020.</ref>
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'''Uncle Ben's''' is  is an American easy-cook rice brand and other related food products. Uncle Ben was first introduced by Converted Rice Inc., which is now owned by Mars, Inc. It's offices are in Houston, Texas's Denver Harbor. Uncle Ben's rice was first sold in 1943, and from 1950 to the 1990s, it was the best-selling rice in the United States.<ref>[https://en.wikipedia.org/wiki/Uncle_Ben%27s#cite_note-1 Uncle Ben's]. Retrieved December 26, 2020.</ref>
  
 
==Racial Issue==
 
==Racial Issue==
 
[[File:Uncle Ben's.jpg|220px|thumb]]
 
[[File:Uncle Ben's.jpg|220px|thumb]]
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.
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As a result of the racist act that killed George Floyd in Minneapolis in May 2020, several businesses, including Uncle Ben's and Aunt Jemima, have decided to delete the symbol or rebrand their products, citing criticism that the name and logo encouraged 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.<ref>Vizard, Sarah.[https://www.marketingweek.com/mars-rebrands-uncle-bens-racial-stereotyping/ Mars rebrands Uncle Ben’s after criticisms over racial stereotyping], Marketing Week, 23 September 2020. Retrieved December 26, 2020.</ref>
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Uncle Ben's rice boxes have portrayed a white-haired black man, often with a bow tie, since the 1940s, an image critics claim evokes servitude. According to Mars, the face was inspired by a Chicago maitre d' called Frank Brown.<ref>Vizard, Sarah.[https://www.marketingweek.com/mars-rebrands-uncle-bens-racial-stereotyping/ Mars rebrands Uncle Ben’s after criticisms over racial stereotyping], Marketing Week, 23 September 2020. Retrieved December 26, 2020.</ref>
  
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.<ref>[https://www.businesstimes.com.sg/consumer/mars-drops-uncle-bens-brand-image-after-racial-stereotyping-row Mars drops Uncle Ben's brand image after racial stereotyping row], The Business Times, 23 September 2020. Retrieved December 26, 2020.</ref>
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The company announced it will replace the 70-year-old brand's logo with an aged African-American man wearing a bow tie with an orange box with Ben's First' written in a blue font.<ref>[https://www.businesstimes.com.sg/consumer/mars-drops-uncle-bens-brand-image-after-racial-stereotyping-row Mars drops Uncle Ben's brand image after racial stereotyping row], The Business Times, 23 September 2020. Retrieved December 26, 2020.</ref>
  
 
[[File:Ben's Original RGB logo with orange background.png|thumb]]
 
[[File:Ben's Original RGB logo with orange background.png|thumb]]
 
==Rebranding==
 
==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™.
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On September 23, 2020, Mars Food revealed that the UNCLE BEN'S® Brand would be renamed Ben's Original™, signaling the brand's desire to build a more inclusive future while remaining committed to making the best rice in the world. The brand can no longer use Uncle Ben's image and will be renamed Ben's Original™.
  
 
Ben's Original™ will begin production of the new brand identity immediately and Ben’s Original™ will begin reaching store shelves early 2021.
 
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==
 
==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."
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"We're not only changing our name and the way we look on the package; we're still taking steps to improve fairness and equity—and it comes with a new brand purpose: to build opportunity for all."
  
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.<ref>Goodfellow, Jessica.[https://www.campaignlive.co.uk/article/mars-rebrands-uncle-bens-remove-inequities-associated-rice-product/1695311 Mars rebrands Uncle Ben's to remove 'inequities' associated with rice product], campaignlive.co.uk, 24 September 2020. Retrieved December 26, 2020.</ref>
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At the same time as unveiling the new brand name, Mars revealed a $2 million commitment in culinary scholarships for young black chefs, in conjunction with the National Urban League of New York.<ref>Goodfellow, Jessica.[https://www.campaignlive.co.uk/article/mars-rebrands-uncle-bens-remove-inequities-associated-rice-product/1695311 Mars rebrands Uncle Ben's to remove 'inequities' associated with rice product], campaignlive.co.uk, 24 September 2020. Retrieved December 26, 2020.</ref>
  
"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."<ref>[https://announcement.unclebens.com/ unclebens.com]. Retrieved December 26, 2020.</ref>
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"We'll also support culinary entrepreneurs of all backgrounds in accessing educational opportunities so that their ideas and voices are understood by all. This work will begin in the United States, where we will cooperate with the National Urban League to provide scholarships to young Black chefs, and then we will extend our efforts to benefit other underserved populations around the world."<ref>[https://announcement.unclebens.com/ unclebens.com]. Retrieved December 26, 2020.</ref>
  
 
This all the next step from Mars to empower and creating equal opportunity for all skin color to be more inclusive.
 
This all the next step from Mars to empower and creating equal opportunity for all skin color to be more inclusive.

Revision as of 13:05, 13 March 2021

Uncle Ben's Old Logo.png

Uncle Ben's is is an American easy-cook rice brand and other related food products. Uncle Ben was first introduced by Converted Rice Inc., which is now owned by Mars, Inc. It's offices are in Houston, Texas's Denver Harbor. Uncle Ben's rice was first sold in 1943, and from 1950 to the 1990s, it was the best-selling rice in the United States.[1]

Racial Issue

Uncle Ben's.jpg

As a result of the racist act that killed George Floyd in Minneapolis in May 2020, several businesses, including Uncle Ben's and Aunt Jemima, have decided to delete the symbol or rebrand their products, citing criticism that the name and logo encouraged racial stereotyping.

Uncle Ben's rice boxes have portrayed a white-haired black man, often with a bow tie, since the 1940s, an image critics claim evokes servitude. According to Mars, the face was inspired by a Chicago maitre d' called Frank Brown.[2]

The company announced it will replace the 70-year-old brand's logo with an aged African-American man wearing a bow tie with an orange box with Ben's First' written in a blue font.[3]

Ben's Original RGB logo with orange background.png

Rebranding

On September 23, 2020, Mars Food revealed that the UNCLE BEN'S® Brand would be renamed Ben's Original™, signaling the brand's desire to build a more inclusive future while remaining committed to making the best rice in the world. The brand can no longer use Uncle Ben's image and will be renamed Ben's 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're not only changing our name and the way we look on the package; we're still taking steps to improve fairness and equity—and it comes with a new brand purpose: to build opportunity for all."

At the same time as unveiling the new brand name, Mars revealed a $2 million commitment in culinary scholarships for young black chefs, in conjunction with the National Urban League of New York.[4]

"We'll also support culinary entrepreneurs of all backgrounds in accessing educational opportunities so that their ideas and voices are understood by all. This work will begin in the United States, where we will cooperate with the National Urban League to provide scholarships to young Black chefs, and then we will extend our efforts to benefit other underserved populations 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

  1. Uncle Ben's. Retrieved December 26, 2020.
  2. Vizard, Sarah.Mars rebrands Uncle Ben’s after criticisms over racial stereotyping, Marketing Week, 23 September 2020. Retrieved December 26, 2020.
  3. Mars drops Uncle Ben's brand image after racial stereotyping row, The Business Times, 23 September 2020. Retrieved December 26, 2020.
  4. Goodfellow, Jessica.Mars rebrands Uncle Ben's to remove 'inequities' associated with rice product, campaignlive.co.uk, 24 September 2020. Retrieved December 26, 2020.
  5. unclebens.com. Retrieved December 26, 2020.