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Few people in America would not instantly recognize the name Aunt
Jemima. The brand has been around for 125 years, has been a welcomed
face at the breakfast table in the homes of millions of Americans, and
her products generate more than $300 million a year in revenue. But Aunt
Jemima is not a Black-owned brand!
Is she even a real person?
Yes, she is actually a real person - well, actually persons. Many models
have appeared as Aunt Jemima on boxes of pancake mix and syrup
throughout the years - including Nancy Green (the first company
spokesman), Anna Robinson, Edith Wilson, Rosie Lee Moore Hall and Aylene
Lewis. Because of their faces, Aunt Jemima has become a global icon!
Where did the concept come from?
Created by Chris Rutt and Charles Underwood (two white entrepreneurs),
the name actually came from a vaudeville song by the same name whose
performer wore the recognizable apron and bandanna headband that
eventually became part of the company logo for ready-mixed, self-rising
pancake flour.
In the late 1800's and early 1900's, millions of white families had
Black servants in their house. And so, the concept of putting a Black
face on a food product was thought of to be a genius concept. Although a
real Aunt Jemima never existed, the marketing move was so successful
that consumers believed she was the actual cook behind the recipe.
Mammy from Gone With The Wind?
The original image on Aunt Jemima products resembled Mammy from the epic 1936 Oscar-winning movie
Gone With The Wind. However, over time, the image was changed to a more modern version of a thinner, Black woman without the bandana/ kerchief.
Today, her warm smile continues to be a welcoming sight at the tables of millions of children and adults across the U.S.
So, who owns the Aunt Jemima brand?
Well, as mentioned earlier, the Aunt Jemima is not Black-owned, and
actually never was! Currently, Aunt Jemima Manufacturing Company is
owned by the Quaker Oats Company, which is based in Chicago, IL. They
bought the brand in 1926 and have owned it ever since.
For more details about the story or the products, visit
www.AuntJemima.com
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Posted by community events coordinator, Nzinga Lonstein Austin, is a prolific blogger who writes on the entertainment industry and issues for people with developmental and physical challenges.
She is presently in high school looking to have a career in video, film, and media. You can see more of her entertainment writing on Lonstein Movies.
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