Icons of my life are being "cancelled" and "removed" from my consciousness due to some perceived racial and cultural hatred. I say "perceived" because I myself don't hate anyone ... regardless of race (the people you come from) or creed (the things you believe in) or national origin (what country you come from) or political affiliation (the party you belong to.) According to some, removing these items from our collective consciousness will somehow cause us to be "woke" and will atone for all the past social injustices we are irrationally being held responsible for.
Earlier this year, I read an article that indicated that Land O' Lakes (the butter company) was removing the female Native American image (I can't say "picture of Indian maiden", can I?) from my familiar package of butter ...
Almost 100 years ago (1921) over 300 dairy farmers started a creamery company in St. Paul, Minnesota, known as the Minnesota Cooperative Creameries Association.
Although marketing in those days was not as complex as it is today, with radio in its infancy and television not yet invented, printed ads and package graphics was about all that was available to advertise and market products with. It didn't take a real marketing genius to decide that "Minnesota Cooperative Creameries Association" was never going to be a best-selling brand name!
The MCCA put their collective heads together, and decided that some sort of regional-themed brand name was in order. With Minnesota known as the "Land of 10,000 Lakes" (well that won't fit on the box, will it?) they finally settled on "Land O' Lakes" and the rest is history. In keeping with their Minnesota branding, they also featured other aspects of that fair land, such as clean blue water, lush green grass, beautiful pine trees, and a horizon filled with golden sun. Oh, by the way, there was this Indian maiden featured as well. Her name is Mia, and she was stylized as the stereotypical Native maiden.
Hit the brakes! Stop the presses! Didn't anybody ever tell you that the native peoples of North America historically did not consume dairy products? Don't you know that people of that genetic background are very lactose intolerant? Why would Mia give me something to eat that she herself would never consider eatable?
I've got to hand it to Land O' Lakes ... they came to the realization earlier this year that their association of Native American imagery and dairy products didn't quite add up. I might note that there was nobody protesting about or failing to purchase their product when they made this decision. They just up and decided that Mia on the package didn't fit their future branding strategies. Good for them! I can't disagree ... after all, it is their company, and their brand! And, by the way, I will continue to purchase their fine, rich, golden, buttery-tasting product!
I can honestly say that purchasing a pound of butter with Mia's likeness on it never caused me to feel superior to or hate Native Americans. Likewise, using Aunt Jemima pancake products or cooking Uncle Ben's rice never invoked feelings of white supremacy within my soul. I like Cream of Wheat, too, and the picture of Rastus on the box had no influence on my enjoyment of the product one way or the other.
If you look back at earlier packaging for these products, or at their early advertising images, the characterizations and presentations of these icons was undeniably racist. While unacceptable today, it was de rigueur in those times. We have no right (or reason) to judge past people long since dead by modern-day standards!
Very few Americans alive today ever bought Aunt Jemima pancake mix with Aunt Jemima depicted as a "mammy" stereotype, or Cream of Wheat with Rastus as an illiterate "step-and-fetch-it" stereotype.
As our American culture changed, these marketing icons kept pace with changing social sensibilities. Uncle Ben's image evolved over the years into that of a well-to-do older black man. Aunt Jemima is an attractive woman and no longer a plump, gap-toothed smiling "mammy". Rastus for years has been depicted as a chef and not a laborer.
So what gives with Mrs. Buttersworth? Are British-American citizens protesting over her image as a plump white grandmother? (The bottle is brown to keep light out ... Mrs. Buttersworth is undeniably white!)
As innocent images of our youth fall under the wrecking ball of political correctness and becoming woke ... let's close our eyes and remember the song from the syrup advertisements of a bygone era ...
... Aunt Jemima waffles ... without her syrup
... Is like the spring ... without the fall
If you look back at earlier packaging for these products, or at their early advertising images, the characterizations and presentations of these icons was undeniably racist. While unacceptable today, it was de rigueur in those times. We have no right (or reason) to judge past people long since dead by modern-day standards!
Very few Americans alive today ever bought Aunt Jemima pancake mix with Aunt Jemima depicted as a "mammy" stereotype, or Cream of Wheat with Rastus as an illiterate "step-and-fetch-it" stereotype.
As our American culture changed, these marketing icons kept pace with changing social sensibilities. Uncle Ben's image evolved over the years into that of a well-to-do older black man. Aunt Jemima is an attractive woman and no longer a plump, gap-toothed smiling "mammy". Rastus for years has been depicted as a chef and not a laborer.
So what gives with Mrs. Buttersworth? Are British-American citizens protesting over her image as a plump white grandmother? (The bottle is brown to keep light out ... Mrs. Buttersworth is undeniably white!)
As innocent images of our youth fall under the wrecking ball of political correctness and becoming woke ... let's close our eyes and remember the song from the syrup advertisements of a bygone era ...
... Aunt Jemima waffles ... without her syrup
... Is like the spring ... without the fall
... There's only one thing worse ... in this whole universe
... And that's no Aunt Jemima at all!
Rest in peace, icons. Rest in peace!
Rest in peace, icons. Rest in peace!
