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Cream of Wheat Finally Reviews Blatantly Racist Packaging Featuring Black Chef Named ‘Rastus’

June 18, 2020 by John Wright Leave a Comment

Cream of Wheat is finally reviewing its offensive packaging, which has featured a black chef named “Rastus” since the 1890s.

The announcement by Cream of Wheat’s parent company, B&G Foods, comes after other brands including Aunt Jemima, Uncle Ben’s and Mrs. Butterworth’s overhauled their branding in response to the racial justice protests sparked by George Floyd’s murder.

“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 in a statement. “B&G Foods unequivocally stands against prejudice and injustice of any kind.”

Rolling Stone reports: The breakfast food — first manufactured in 1893 — has long been criticized for its use of Rastus, a smiling African-American chef whose name has been shorthand for a derogatory slur against African-American men and whose visage has been criticized for being stereotypically subservient. The character of Rastus has appeared in numerous minstrel shows dating back to the 1800s. Rastus was removed from the packaging in 1925, but the company replaced it with a similar image that remains today. Calls to remove the character altogether have grown louder as brands have reconsidered their packaging and marketing in recent weeks.

More from USA Today: Quaker Oats was the first to announce Wednesday that it would retire Aunt Jemima from packaging on its brand of syrup and pancake mixes because it’s “based on a racial stereotype.” Hours later, Mars, the owner of Uncle Ben’s, rice announced it “is the right time to evolve the Uncle Ben’s brand, including its visual brand identity.” Conagra Brands announced it has “begun a complete brand and packaging review on Mrs. Butterworth’s.” The shape of the brand’s syrup bottles with the offensive “Mammy” racial caricature of stereotype for Black women.

As we talk about Aunt Jemima and Uncle Ben, please don't forget about Rastus (that is the characters name, look up what Rastus means) from Cream of Wheat. pic.twitter.com/luklkfK3IF

— K. Renae P. (@KRenaeP) June 17, 2020

Cream of Wheat. The “symbol” for Cream of Wheat comes from the carcicature of a Black man “Rastus”
Rastus is prejorative term associated with Africn Americans in the US. pic.twitter.com/ojRH3srOtY

— Yosemite Sam (@Mrr360) June 17, 2020

We comin for the Cream of Wheat dude too pic.twitter.com/cx6Bn2LV8p

— Phil N DaBlank (@DablankN) June 18, 2020

The model used on current box may have been chef Frank C. White (but the Cream of Wheat Company did not even record his name!). He was originally buried in an unmarked grave in the “colored” section of a cemetery in Leslie, Michigan.

It’s exploitative & overdue for an update. pic.twitter.com/Hhd7bEDX80

— DelVeneto 🗽🆘 (@DelVeneto) June 18, 2020

Cream of Wheat’s Rastus is a house ni**a, BTW. pic.twitter.com/pPUvRVKsb2

— Naima Cochrane (@naima) June 17, 2020

The question is – WTF took them so long? It's 2020 not 1920. Next up should be #CreamOfWheat. pic.twitter.com/VHuxrFHrbo

— Lady Dragonfly🌹 (@RobinDuehring) June 17, 2020

Filed Under: towleroad Tagged With: Aunt Jemima, Black Lives Matter, Cream of Wheat, George Floyd, Mrs. Butterworth, racism, Rastus, Uncle Ben

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