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Twitter User Explains The Racist History Behind Aunt Jemima After Quaker Oats Announces They're Retiring The Brand

Roberto Machado Noa/Getty Images, @lexikennedy35/Twitter

Quaker Oats recently announced they would be retiring the "Aunt Jemima" brand which they acknowledged drew on Black stereotypes.

At one time, advertising in the United States was full of racist imagery. But as Black consumers became a greater force in the marketplace and tolerance for racism waned, most of those brand images were replaced or the product discontinued.

Two notable holdouts were the Uncle Ben's and Aunt Jemima brands. But the logos went through several makeovers.

The news that Quaker Oats was finally retiring Aunt Jemima prompted one Twitter user to outline the history of the Aunt Jemima brand image for anyone who might not know.

The news that Aunt Jemima would be changing its name and imaging was received as good news by many.

Twitter user lil lex (@lexikennedy35) gave her followers a full run down of how the brand came to exist.



She dug into the life of Nancy Green, the former slave and activist who sold her image to Quaker Oats.



After Green's death, her family was largely cut off from the earnings her labor created for the company.



The company denied any connection between Green and the Aunt Jemima brand after her death at age 89, just shy of her 90th birthday.

Twitter user lil lex tweeted the typo 30 instead of 90 in error.



To some online, simply rebranding Aunt Jemima products again seemed like too little too late.


It is doubtful Aunt Jemima will be the last company to shift their branding and internal procedures as protests force a racial reckoning in the United States.