Uncle Ben’s: Racism forces popular rice brand to change identity

Mars, owners of Uncle Ben’s has revealed intentions to phase out the identity of the popular rice brand over harmful racial stereotypes.

TheNewsGuru.com (TNG) reports Mars made this known in a statement published on its website on Wednesday.

Uncle Ben’s, a brand name for parboiled rice, and other related food products, was first introduced by Converted Rice Inc.

Converted Rice Inc. was later bought over by Mars, Inc., retaining the brand identity of Uncle Ben’s.

“The brand name Uncle Ben’s was first used in 1946. But who is Uncle Ben? Actually, he was two people!

“The name comes from a black Texan farmer, known as Uncle Ben, who grew rice so well, people compared Converted Brand Rice to his standard of excellence.

“The proud and dignified gentleman on the boxes of Uncle Ben’s rice, who has come to personify the brand, was a beloved Chicago chef and waiter named Frank Brown,” Mars wrote on its website.

However, Mars has been faced with a backlash over renewed fight against racism, following the death of George Floyd.

The reason for the backlash is because “Uncle” was a common appellation used in the Southern United States to refer to older male black slaves or servants.

Mars stated that it would be evolving the Uncle Ben’s brand, including its visual brand identity, but that the exact changes or timing are not known yet.

According to Mars, the evolution is coming after listening to the voices of consumers, especially those in the Black community.

“As a global brand, we know we have a responsibility to take a stand in helping to put an end to racial bias and injustices. As we listen to the voices of consumers, especially in the Black community, and to the voices of our Associates worldwide, we recognize that now is the right time to evolve the Uncle Ben’s brand, including its visual brand identity, which we will do.

“We don’t yet know what the exact changes or timing will be, but we are evaluating all possibilities.

“Racism has no place in society. We stand in solidarity with the Black community, our Associates and our partners in the fight for social justice.

“We know to make the systemic change needed, it’s going to take a collective effort from all of us – individuals, communities and organizations of all sizes around the world,” Mars stated.