Conagra To Review Mrs. Butterworth's Brand For Racist Stereotypes

CHICAGO — Following announcements that Quaker Oats will retire its Aunt Jemima brand and Mars will "evolve" its Uncle Ben's brand in response to claims of racist advertising imagery, Conagra said Wednesday it has begun a "complete brand and packaging review" on its own Mrs. Butterworth's brand.

Mrs. Butterworth was reportedly modeled after black actress Thelma "Butterfly" McQueen, who played Prissy in the 1939 film "Gone with the Wind," according to the Columbia Tribune. In the film, the actress depicted a slave content with being in service to whites, playing into a common stereotype used to justify slavery and the racial apartheid of Jim Crow.

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Ferris State University's Jim Crow Museum of Racist Memorabilia has this to say: "From slavery through the Jim Crow era, the mammy image served the political, social, and economic interests of mainstream white America. During slavery, the mammy caricature was posited as proof that blacks — in this case, black women — were contented, even happy, as slaves. Her wide grin, hearty laughter, and loyal servitude were offered as evidence of the supposed humanity of the institution of slavery."

Conagra said that wasn't the company's intent.

"The Mrs. Butterworth's brand, including its syrup packaging, is intended to evoke the images of a loving grandmother," the company said in a statement. "We stand in solidarity with our Black and Brown communities and we can see that our packaging may be interpreted in a way that is wholly inconsistent with our values."

Headquartered in Chicago, Conagra is the parent company of dozens of supermarket brands, including Birds Eye, Marie Callender's, Banquet, Healthy Choice, Slim Jim, Duke's, Vlasic and others. Earlier in June, the company released a statement on the death of George Floyd, saying it would increase its diversity and inclusion efforts. Derek Chauvin, a white Minneapolis police officer, is charged with murdering Floyd during an arrest in May. The incident was caught on video, sparking nationwide protests.

"The senseless killing of George Floyd has sparked a range of emotions and questions. We have experienced frustration, anger and great sadness," Conagra said June 5, promising to create a space for dialogue among employees.

"We understand that our actions help play an important role in eliminating racial bias and as a result, we have begun a complete brand and packaging review on Mrs. Butterworth's," the company said Wednesday. "It's heartbreaking and unacceptable that racism and racial injustices exist around the world. We will be part of the solution. Let's work together to progress toward change."