During the pandemic, I turned to baking just as my 5-year-old twins developed a fascination with pancakes. Trying my hand at making them from scratch was daunting, especially since I grew up in a household where measuring cups were a rarity. After my first attempt, my daughter expressed her disappointment: “Mommy, these are burnt. They aren’t like the ones I eat from Trader Joe’s.”
For months, pancakes became the primary breakfast for my twin daughters. In an effort to combat the cavities I suspected were developing from their syrup-drenched breakfasts, I attempted to replace Aunt Jemima syrup with organic agave syrup. The response was less than favorable! Now, Aunt Jemima syrup remains a staple in our fridge, largely due to my daughters’ attachment to its taste and familiarity. Yet, soon, the look of that beloved bottle will change.
The story behind Aunt Jemima, the woman depicted on the syrup bottle, has been largely obscured. Contrary to the common belief that she represents a loving grandmother, this idea was never something my Black southern grandparents and I discussed. Perhaps they were unaware of the story, or like me, they simply didn’t think it was significant.
Quaker Oats has decided to rebrand their syrup, responding to the Black Lives Matter movement. They stated, “As we strive for racial equality, we must critically assess our brands to ensure they align with our values and consumer expectations.” While I can’t speak for everyone, I certainly have high hopes for the $400 million Quaker Oats pledged to support the Black community. In late 2020, they committed to $1 million for the empowerment of Black women and girls alongside $400 million for Black communities and businesses. This decision comes as they plan to retire the Aunt Jemima brand, replacing it with “Pearl Milling Company.”
This financial donation, while important, is merely a small step toward addressing deeper societal issues. We need to explore Aunt Jemima’s true legacy and the role of Black women in shaping our history. So, who was Aunt Jemima?
The original face of Aunt Jemima was Nancy Green, a woman born into slavery in Kentucky in 1834. After moving to Chicago to work for a wealthy family, her legendary pancakes caught the attention of the Aunt Jemima Manufacturing Company, which was looking for a “mammy” stereotype to represent their brand. In 1893, she became the face of Aunt Jemima, ultimately embodying the stereotype of Black women as caretakers and cooks for white families. This role provided her a degree of financial independence, allowing her to support anti-poverty initiatives and her church. After her passing in 1923, other women, including Lillian Richard, took on the Aunt Jemima mantle, further continuing this problematic legacy.
I sincerely hope that some of Quaker Oats’ $400 million goes towards honoring the contributions and sacrifices of the women behind Aunt Jemima. We need museums and educational resources that will ensure her legacy is remembered. However, simply changing the name of the syrup isn’t enough. The term “Aunt Jemima” carries heavy historical weight, symbolizing a racist legacy that must be confronted.
Quaker Oats must articulate a clear plan for their rebranding and inclusivity efforts, involving diverse voices in the conversation. It’s essential to educate and dismantle outdated racist ideals. Understanding Aunt Jemima’s true story enables us to pass this knowledge down to future generations, honoring those who came before us.
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In summary, the transition away from the Aunt Jemima brand signifies a crucial step in recognizing and addressing the stereotypes associated with it. As Quaker Oats commits substantial funding to support the Black community, it’s vital to ensure that both the legacy of Aunt Jemima and the contributions of the women behind her story are honored and shared with future generations.