“Preserving Heritage Amidst Rebranding: A Perspective from Aunt Jemima’s Great-Grandson”
The Voice of Anna Short Harrington’s Great-Grandson
The recent rebranding of the Aunt Jemima brand by Quaker Foods in the face of societal pressure has led to an outcry from the descendants of the real Aunt Jemima, including her great-grandson, Larnell Evans Sr. Evans, in a recent interview with Patch, expresses a profound disappointment over what he perceives as a blurring of his family’s significant heritage.
Evans emphatically states, “This is an affront to my family and me. This is part of my history.” He strongly criticizes the perceived hypocrisy surrounding the entire rebranding episode, explaining that the alleged racism actually comes from those exploiting images reminiscent of slavery. “This corporation profits from portrayals of our enslavement. Their decision now is to wipe out the history of my great-grandmother. A black woman. It’s hurtful.”
The Origin of Aunt Jemima
The Aunt Jemima character traces its origins back to 1893, when Nancy Green, a former slave, became the face of the brand at the Chicago World’s Fair. The company employed Green, who worked as a cook on the city’s South Side, to serve pancakes to visitors while wearing an apron and a headscarf, a role she embraced until her death in 1923. According to Evans, his grandmother, Anna Short Harrington, took up the mantle from there.
Anna Short Harrington’s Legacy with Quaker Foods
Harrington, celebrated for her delicious pancakes among fraternity members at Syracuse University where she worked as a cook, found her life taking an unexpected turn at the New York State Fair in 1935. There, while serving her homemade pancakes, she caught the attention of a Quaker Foods representative.
Soon after, the company employed Harrington, leveraging her image in advertisements and on products, thus making her a familiar face across the nation. Harrington traveled the length and breadth of the United States and Canada, serving pancakes while dressed as “Aunt Jemima,” during her 20-year association with the Quaker Oats Company.
Evans’ Stance on Heritage Erasure
Evans, a 66-year-old disabled U.S. Marine veteran, argues passionately against the perceived erasure of his family’s history, stating, “How do you think it feels for me, as a black man, to share about my family’s history, which they are attempting to wipe away?”
His claim is that Quaker Foods even used Harrington’s pancake recipe and the company did not adequately compensate her heirs. In 2014, her descendants sought $3 billion from the company in unpaid royalties, but their efforts proved unsuccessful.
Evans’ Plea for Recognition
Rather than completely removing the images from the public eye, Evans suggests that Quaker Foods should acknowledge the profits made from the depictions of Green and Harrington and images symbolic of slavery. “How many people grew up seeing images of Aunt Jemima at breakfast? How many companies profited massively without offering us a dime? They can’t simply erase it while we continue to suffer.”
He goes on to say, “They are going to erase history as though it never happened after making all that money. They aren’t going to give us anything, right? What gives them the right?”
Despite Evans’ strong views, Quaker Foods remains firm in its decision that Aunt Jemima branding and artwork will be phased out from all products by the end of the year.