Aunt Jemima Has a New Name After 131 Years: The Pearl Milling Company

By: Neil Vigdor,  The New York Times
February 9, 2021

...In addition to the rebranding, the newly established Pearl Milling Company also said on Tuesday that it was making a $1 million commitment to empower and uplift Black girls and women. The money is in addition to a $400 million, five-year investment to support Black business and communities, and increase Black representation at PepsiCo, the company said.

Noliwe Rooks, an author and professor at Cornell University whose work explores race and gender, said in an email on Tuesday night that there were additional steps the company could take.

“I think one good use of these funds might be to support a Black women-led ad agency who they could hire to consult with them going forward to ensure they have good advice about their branding and advertising plans,” Dr. Rooks said of the $1 million.

Read the entire article in The New York Times


Professor Noliwe Rooks