Cream of Wheat debuted in and initially featured a fictional character dubbed "Rastus,'' a racist term for Black men depicted as simple-minded and irresponsible that arose during the minstrel era. Around the turn of the century, White's picture was taken while he worked at a restaurant in Chicago, according to the AP. The man whose likeness became the new face of the cereal brand wasn't identified at the time. White claimed it was him, and the story became part of the lore in Leslie, Michigan, the town where White lived for roughly two decades before his death Feb.
In , White's grave at Woodlawn Cemetery got a new granite marker. It included an etching of the chef portrayed on the Cream of Wheat Box. Conagra Brands, the maker of Mrs. Butterworth's, said the syrup bottles shaped like a matronly woman were "intended to evoke the images of a loving grandmother. But last month, Conagra became one of several companies to say it would start "a complete brand and packaging review. We stand in solidarity with our Black and Brown communities, and we can see that our packaging may be interpreted in a way that is wholly inconsistent with our values.
Butterworth is not believed to be modeled after a real person, but to some, she conveys a disturbing stereotype of a servile Black woman who is content to spend her life waiting on whites.
That imagery became so ingrained in the way Americans saw race in the 20th century that it fit almost unnoticed into a panoply of similarly offensive marketing campaigns. The brand was born in when owners Chris Rutt and Charles Underwood created the pancake mix. The original image on the packaging was inspired by Nancy Green, "a storyteller, cook and missionary worker," according to the brand's website. Green was born into slavery in Kentucky and worked as a cook and housekeeper for a judge on the south side of Chicago, Smithers said.
She first performed as Aunt Jemima at the World's Fair in Chicago in and went on to play the character in print and on radio for many more years. Smithers said it doesn't appear that Green received royalties for the use of her likeness.
Her income mostly came from her job as a housekeeper and the small fee she was paid for her advertising appearances. Green was the first of a rotating cast of women — at least four, perhaps a dozen — whose likenesses were referenced on Aunt Jemima packaging or who played the character at cooking demonstrations and in print, radio and TV ads.
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It is also taking action to enhance inclusion and equity and setting out its new brand purpose to create opportunities that offer everyone a seat at the table," the company said. Mars was one of several food giants that promised to review brands in the wake of the protests triggered by George Floyd's death.
Earlier this year, Pepsi said it would overhaul the marketing for its popular Aunt Jemima line of syrups and foods, acknowledging the brand was based on a racial stereotype. Quaker Oats acknowledges 'racial stereotype'.
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