Difference between revisions of "Cream of Wheat"

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[[File:Cream of Wheat logo.png|200px|thumb]]
 
[[File:Cream of Wheat logo.png|200px|thumb]]
'''Cream of Wheat''' is an American brand of farina, a type of breakfast porridge mix made from wheat semolina. It looks similar to grits, but is smoother in texture since it is made with ground wheat kernels instead of ground corn. It was first manufactured in the United States in 1893 by wheat millers in Grand Forks, North Dakota. The product made its debut at the 1893 World's Columbian Exposition in Chicago, Illinois. Before January 2007, Cream of Wheat was a Nabisco brand made by Kraft Foods. In January 2007, B&G Foods acquired the brand and all rights to market the cereal. "Cream of Wheat" is a registered trademark.<ref>[https://en.wikipedia.org/wiki/Cream_of_Wheat#:~:text=Cream%20of%20Wheat%20is%20an,mix%20made%20from%20wheat%20semolina. Cream of Wheat]. Retrieved December 26, 2020.</ref>
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'''Cream of Wheat''' is an American brand of farina, a type of breakfast porridge mix made from wheat semolina. It resembles grits but has a finer texture due to the use of ground wheat kernels rather than ground corn. Wheat millers in Grand Forks, North Dakota, were the first to make history in the United States in 1893. The commodity made its debut in Chicago, Illinois, at the 1893 World's Columbian Exposition. Cream of Wheat was a Nabisco brand made by Kraft Foods until January 2007. B&G Foods purchased the name and all marketing rights to the cereal in January 2007. "Cream of Wheat" is a trademark that has been registered.<ref>[https://en.wikipedia.org/wiki/Cream_of_Wheat#:~:text=Cream%20of%20Wheat%20is%20an,mix%20made%20from%20wheat%20semolina. Cream of Wheat]. Retrieved December 26, 2020.</ref>
  
 
[[File:Rastus.jpg|200px|thumb]]
 
[[File:Rastus.jpg|200px|thumb]]
 
==Racial Issue==
 
==Racial Issue==
B&G Foods, Parsippany, NJ, said it was initiating an immediate review of the Cream of Wheat brand and packaging, which features a black chef. The breakfast porridge mix debuted in 1893 at the World’s Columbia Exposition in Chicago.
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B&G Foods, of Parsippany, NJ, announced that the Cream of Wheat brand and packaging, which includes a black chef, would be reviewed immediately. In 1893, at the World's Columbia Exposition in Chicago, the breakfast porridge blend made its debut.
  
The porridge box, which depicts a beaming black man in a white chef’s uniform, has not been altered much since its debut in the late 19th century. The character was named “[[Rastus]],” a pejorative term for black men, and he was once depicted as a barely literate cook who did not know what vitamins were.<ref>Cramer, Maria.[https://www.nytimes.com/2020/06/17/business/aunt-jemima-mrs-butterworth-uncle-ben.html After Aunt Jemima, Reviews Underway for Uncle Ben, Mrs. Butterworth and Cream of Wheat], nytimes.com, 17 June 2020. Retrived December 26, 2020.</ref>
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Since its introduction in the late 1800s, the porridge tin, which features a beaming black man in a white chef's uniform, has remained largely unchanged. The character was once portrayed as a barely literate cook who didn't know what vitamins were, and he was assigned the name "[[Rastus]]," a derogatory word for black men.<ref>Cramer, Maria.[https://www.nytimes.com/2020/06/17/business/aunt-jemima-mrs-butterworth-uncle-ben.html After Aunt Jemima, Reviews Underway for Uncle Ben, Mrs. Butterworth and Cream of Wheat], nytimes.com, 17 June 2020. Retrived December 26, 2020.</ref>
 
[[File:Cream-of-wheat-advertisement-december-1921.jpg|thumb]]
 
[[File:Cream-of-wheat-advertisement-december-1921.jpg|thumb]]
 
==Rebranding==
 
==Rebranding==
“We understand there are concerns regarding the Chef image, and we are committed to evaluating our packaging and will proactively take steps to ensure that we and our brands do not inadvertently contribute to systemic racism,” B&G Foods said. “B&G Foods unequivocally stands against prejudice and injustice of any kind.”<ref>Watrous, Monica.[https://www.foodbusinessnews.net/articles/16259-mrs-butterworths-uncle-bens-among-brands-to-eliminate-racial-stereotypes Mrs. Butterworth’s, Uncle Ben’s among brands to eliminate racial stereotypes], foodbusinessnews.net, 18 June 2020. Retrieved December 26, 2020.</ref>
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B&G Foods said, "We acknowledge there are questions about the Chef picture, and we are committed to reviewing our packaging and taking constructive action to ensuring that we and our brands do not unwittingly lead to structural racism." “B&G Foods unequivocally condemns all manifestations of discrimination and injustice.”<ref>Watrous, Monica.[https://www.foodbusinessnews.net/articles/16259-mrs-butterworths-uncle-bens-among-brands-to-eliminate-racial-stereotypes Mrs. Butterworth’s, Uncle Ben’s among brands to eliminate racial stereotypes], foodbusinessnews.net, 18 June 2020. Retrieved December 26, 2020.</ref>
  
More than three months after Cream of Wheat’s parent company, B&G Foods, said it was “initiating an immediate review” of the brand’s packaging, a decision has been made – the chef will be removed.
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A decision has been taken, more than three months after Cream of Wheat's parent firm, B&G Foods, announced it was "initiating an urgent review" of the brand's packaging, a decision has been made – the chef will be removed.
  
“For years, the image of an African-American chef appeared on our Cream of Wheat packaging,” B&G Foods said in a statement to USA TODAY. “While research indicates the image may be based upon an actual Chicago chef named Frank White, it reminds some consumers of earlier depictions they find offensive. Therefore, we are removing the chef image from all Cream of Wheat packaging."<ref>Tyko, Kelly. [https://www.usatoday.com/story/money/food/2020/09/26/cream-of-wheat-box-black-chef-removal-2021/3546813001/ Cream of Wheat to remove Black chef from the box as it updates imagery in wake of calls for racial equality], usatoday.com, 26 September 2020. Retrieved December 26, 2020.</ref>
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In a statement to USA TODAY, B&G Foods said, "For years, the logo of an African-American chef appeared on our Cream of Wheat packaging." “While evidence suggests the picture is based on a real Chicago chef called Frank White, it reminds certain customers of previous offensive depictions. As a result, the chef image will be removed from all Cream of Wheat packaging."<ref>Tyko, Kelly. [https://www.usatoday.com/story/money/food/2020/09/26/cream-of-wheat-box-black-chef-removal-2021/3546813001/ Cream of Wheat to remove Black chef from the box as it updates imagery in wake of calls for racial equality], usatoday.com, 26 September 2020. Retrieved December 26, 2020.</ref>
  
 
==Background==
 
==Background==
Experts say the branding announcements are a ripple effect from the Black Lives Matters protests over the police killing of George Floyd and other African Americans. This not only impacted to Cream of Wheat but also to several brands such as [[Aunt Jemima]], [[Uncle Ben's]], and [[Mrs. Butterworth's]].
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The branding announcements, according to experts, was a product of the Black Lives Matters marches in response to the police killings of George Floyd and other African Americans. This not only impacted to Cream of Wheat but also to several brands such as [[Aunt Jemima]], [[Uncle Ben's]], and [[Mrs. Butterworth's]].
  
 
==External Link==
 
==External Link==

Revision as of 13:18, 13 March 2021

Cream of Wheat logo.png

Cream of Wheat is an American brand of farina, a type of breakfast porridge mix made from wheat semolina. It resembles grits but has a finer texture due to the use of ground wheat kernels rather than ground corn. Wheat millers in Grand Forks, North Dakota, were the first to make history in the United States in 1893. The commodity made its debut in Chicago, Illinois, at the 1893 World's Columbian Exposition. Cream of Wheat was a Nabisco brand made by Kraft Foods until January 2007. B&G Foods purchased the name and all marketing rights to the cereal in January 2007. "Cream of Wheat" is a trademark that has been registered.[1]

Rastus.jpg

Racial Issue

B&G Foods, of Parsippany, NJ, announced that the Cream of Wheat brand and packaging, which includes a black chef, would be reviewed immediately. In 1893, at the World's Columbia Exposition in Chicago, the breakfast porridge blend made its debut.

Since its introduction in the late 1800s, the porridge tin, which features a beaming black man in a white chef's uniform, has remained largely unchanged. The character was once portrayed as a barely literate cook who didn't know what vitamins were, and he was assigned the name "Rastus," a derogatory word for black men.[2]

Cream-of-wheat-advertisement-december-1921.jpg

Rebranding

B&G Foods said, "We acknowledge there are questions about the Chef picture, and we are committed to reviewing our packaging and taking constructive action to ensuring that we and our brands do not unwittingly lead to structural racism." “B&G Foods unequivocally condemns all manifestations of discrimination and injustice.”[3]

A decision has been taken, more than three months after Cream of Wheat's parent firm, B&G Foods, announced it was "initiating an urgent review" of the brand's packaging, a decision has been made – the chef will be removed.

In a statement to USA TODAY, B&G Foods said, "For years, the logo of an African-American chef appeared on our Cream of Wheat packaging." “While evidence suggests the picture is based on a real Chicago chef called Frank White, it reminds certain customers of previous offensive depictions. As a result, the chef image will be removed from all Cream of Wheat packaging."[4]

Background

The branding announcements, according to experts, was a product of the Black Lives Matters marches in response to the police killings of George Floyd and other African Americans. This not only impacted to Cream of Wheat but also to several brands such as Aunt Jemima, Uncle Ben's, and Mrs. Butterworth's.

External Link

Read B&G Foods Inc. official statement here.

References

  1. Cream of Wheat. Retrieved December 26, 2020.
  2. Cramer, Maria.After Aunt Jemima, Reviews Underway for Uncle Ben, Mrs. Butterworth and Cream of Wheat, nytimes.com, 17 June 2020. Retrived December 26, 2020.
  3. Watrous, Monica.Mrs. Butterworth’s, Uncle Ben’s among brands to eliminate racial stereotypes, foodbusinessnews.net, 18 June 2020. Retrieved December 26, 2020.
  4. Tyko, Kelly. Cream of Wheat to remove Black chef from the box as it updates imagery in wake of calls for racial equality, usatoday.com, 26 September 2020. Retrieved December 26, 2020.