'Aunt Jemima' name change decades overdue, expert says | News | Notre Dame News | University of Notre Dame Skip To Content Skip To Navigation Skip To Search University of Notre Dame Notre Dame News Experts ND in the News Subscribe About Us Home Contact Search Menu Home › News › 'Aunt Jemima' name change decades overdue, expert says 'Aunt Jemima' name change decades overdue, expert says Published: June 17, 2020 Author: Shannon Roddel ND Experts James O'Rourke Professor of Management Aunt Jemima Quaker Oats announced June 17 its 130-year-old Aunt Jemima brand of syrup and pancake mix will get a new name and image, saying the company recognizes that "Aunt Jemima's origins are based on a racial stereotype.” The decision is not only welcome in the world of retail brands, but long overdue, according to James O’Rourke, professor of management at the University of Notre Dame’s Mendoza College of Business.   James O’Rourke "The reputation of that brand was built on a racial and cultural stereotype that is widely regarded as offensive,” said O’Rourke, who specializes in reputation management and business communications. “Brand managers have been aware of that for years and have tried, largely through incremental updates to the character’s image on the packaging, to modernize how she is seen. The headscarf is gone, they’ve added a lace collar and pearl earrings. But the effect, because of the name, is the same.” Quaker, a wholly owned subsidiary of PepsiCo, said the new packaging will begin to appear this fall, and a new name will be announced at a later date. Quaker follows the lead of other marketers in similar re-branding efforts. “Sambo’s restaurant chain — a convenience dining operation in most parts of the country, featured a brand image based on ‘The Story of Little Black Sambo,’ written in 1899 by Scottish author Helen Sammerman,” O’Rourke said. “Owners put the chain into receivership in 1981 and within months every one of their restaurants re-branded. The link to racism was inescapable.” Other brands, O’Rourke says, are undoubtedly looking carefully at their portfolios. “Mars, Inc. owns the Uncle Ben’s brand, famous since 1943 for its long grain and wild rice packaged food,” he said. “Uncle Ben’s, much like Aunt Jemima, is a good product, long regarded for reliability and value, but now facing a changed world in the 21st century. Brand names, even those associated with fictional characters, are exposed to the risk that comes with cultural change.” “In my own view, the reputation of the larger firms — PepsiCo, Quaker Oats, Mars Inc., among others — must outweigh any product recognition or loyalty. Brands built on racist imagery have been living on borrowed time. This move by Quaker Oats, while welcome, is decades late in coming."     Contact: James O'Rourke, 574-339-1836, jorourke@nd.edu  Posted In: Faculty and Staff Home Experts ND in the News Subscribe About Us Related October 04, 2022 NIH awards $4 million grant to psychologists researching suicide prevention September 09, 2022 Karrie Koesel to testify before Congressional-Executive Commission on China August 18, 2022 Two faculty win NEH grants to research history of red hair, philosophy of revelation August 16, 2022 NSF names Center for Computer-Assisted Synthesis a Phase II Center for Chemical Innovation August 15, 2022 Notre Dame President Rev. John I. Jenkins, C.S.C., on Russian atrocities against clergy in Ukraine For the Media Contact Office of Public Affairs and Communications Notre Dame News 500 Grace Hall Notre Dame, IN 46556 USA Facebook Twitter Instagram YouTube Pinterest © 2022 University of Notre Dame Search Mobile App News Events Visit Accessibility Facebook Twitter Instagram YouTube LinkedIn