Uncle Ben’s rice is switching the game up with a new name, Ben’s Original.
The name change comes a few months after the longstanding brand getting dragged through the streets of social media for the racist imagery on their products.
In a statement, Ben’s Original said:
Over the last several weeks, we have listened to thousands of consumers, our own Associates and other stakeholders from around the world. We understand the inequities that were associated with the name and face of the Uncle Ben’s brand and as we announced in June, we have committed to change.
We will change our name to Ben’s Original as well as remove the image on our packaging to create more equitable iconography. This change signals our ambition to create a more inclusive future while maintaining our commitment to producing the world’s best rice.
We are not just changing our name and the image on the package, but also taking action to enhance inclusion and equity—and that comes with a new brand purpose to create opportunities that offer everyone a seat at the table.
Our community outreach programs will ensure underserved communities have access to the nutritious meals we all deserve. We will also help culinary entrepreneurs of all colors get educational opportunities so their ideas and voices can be appreciated by all. This work will begin in the U.S., where we will partner with National Urban League to support aspiring Black chefs through scholarships, and we will then expand our efforts to support other underserved communities around the world.
Read the full statement here.
I don’t know about you, but the new name feels like an incomplete sentence.
Like…Ben’s Original what?!