Uncle Ben’s Rice to Remove Depiction of African American in New “Evolved” Marketing and Branding Campaign

Mars, Incorporated, owner of Uncle Ben’s brand of rice said this week it will make changes to the marketing of its popular brand of rice.

“We have a responsibility to help end racial injustices. We’re listening to consumers, especially in the Black community, and our Associates. We don’t yet know what the exact changes or timing will be, but we will evolve Uncle Ben’s visual brand identity,” the company said after calls to remove “Uncle Ben” from the box.

According to the company, Uncle Ben was an African-American rice farmer, Gordon L. Harwell who supplied rice to American soldiers during World War II.  The company said it will be “evolving” the brand’s identity, including the logo.