The new name for Aunt Jemima is Pearl Milling Company. They are starting to switch everything over now, but the old label is still on some products for sale. The picture of the black woman character will be retired.
The brand basically exploited the blackface Mammy character of the motherly house slave that was popular in vaudeville. Not the best symbol. Have you ever read the autobiography of Malcolm X? Or seen the Spike Lee movie starring Denzel Washington? It’s really about a subconscious denigration of black women linked to their social position in slavery and later as housekeepers. White people used their power to institutionalize their social, economic and sexual position in society at the loss of black women. It may not offend most people because it’s so ingrained in our culture for black people, and especially black women, to be uneducated servants. It is a long history and there are still parts of the underbelly of our society in which it still rings true.
The history serves as an excuse and strength of argument and social attraction of black social and political groups like the Nation of Islam, which was in its heyday in the 1960s under Malcolm X. You should see the movie. It’s very entertaining, not to mention educating. The book is great too, written with Alex Haley, who wrote Roots. The controversy is not about who buys the product. It’s about the fact that a certain part of the population has been exploited and abused and a negative stereotype was used at their expense. It’s just wrong to use a name and likeness of a figure like “Aunt Jemima” to make money. It’s a part of the past that is shameful to all races and should be discouraged and put away to only learn from.