Uncle Ben's

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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.