Maya Ellison
Uncle Ben's Rice, now known as Ben's Original, is an American brand of parboiled rice that was introduced in 1943. The brand was owned by Mars, Inc. and was the top-selling rice in the United States until the 1990s. In 2020, Mars, Inc. announced that it would be changing the name of the brand to Ben's Original and removing the image of a smiling, grey-haired black man from its packaging. This change was made to address criticisms that the brand's marketing perpetuated racial stereotypes. While the exact identity of Uncle Ben is unknown, it is believed to have been based on a Chicago maître d'hôtel named Frank Brown, with the name Ben possibly referencing a rice farmer from Houston.
| Characteristics | Values |
|---|---|
| Name | Uncle Ben's Rice |
| Company | Mars Food |
| Year of Introduction | 1943 |
| Founder | Converted Rice Inc. |
| Current Name | Ben's Original |
| Reason for Name Change | To create a more inclusive future |
| Year of Name Change | 2020 |
| Previous Logo | An elderly African-American man named Frank Brown |
| Current Logo | None |
| Product | Parboiled rice |
| Other Products | READY RICE™ pouches, Boil-In-Bag Natural Whole Grain Brown Rice, Ready Cups, Basmati and Jasmine rice |
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What You'll Learn
Uncle Ben's is now Ben's Original
Uncle Ben's, an American brand of parboiled rice and other food products, has been rebranded as Ben's Original. The change was announced by Mars Food, the parent company of Ben's Original, in September 2020. The new packaging became widely available in stores across the United States and Canada from June 2021.
The rebranding comes after criticism that the previous name and logo perpetuated racial stereotypes. The title "Uncle", used in southern US states, was seen as a racist reference to black people, instead of the more respectful "Mister". The logo of Uncle Ben's, an elderly African-American man in a bow tie, was also criticised for being based on racial stereotypes. The image was inspired by a Chicago maître d'hôtel named Frank Brown and a Texas rice farmer known for his high-quality rice.
In a statement, Mars acknowledged the concerns, saying, "We understand the inequities that were associated with the name and face of the Uncle Ben's brand, and we have committed to change." The company also announced its commitment to creating a more inclusive future while maintaining its dedication to producing high-quality rice.
Ben's Original has also introduced community outreach programs to provide food to underserved communities and scholarships to support Black students interested in food industry careers.
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The name Uncle Ben is possibly based on a real rice farmer
Uncle Ben's, now Ben's Original, is an American brand of parboiled rice introduced in 1943. The brand was owned by Mars, Inc. and was the top-selling rice in the United States until the 1990s. The name Uncle Ben's was inspired by a Texas farmer known for his high-quality rice. The image on the packaging was that of Frank Brown, a Chicago maître d'hôtel.
The name "Ben", however, may have been a reference to a shrewd rice farmer from Houston. In 2020, Mars told Ad Age, "We don't know if a real 'Ben' ever existed." Previously, Mars had described Uncle Ben as an African-American rice grower, known for the quality of his rice. Gordon L. Harwell, an entrepreneur who supplied rice to the armed forces during World War II, chose the name "Uncle Ben's" to expand his marketing efforts to the general public.
The brand's marketing has been criticised for perpetuating racial stereotypes. Titles such as "uncle" and "aunt" were used in the southern US states to refer to black people instead of the more respectful "Miss" or "Mister". In 2020, Mars Food pledged to review the brand amid global protests over police brutality and racism. The brand was subsequently rebranded as Ben's Original, and the image of a smiling, grey-haired black man was removed from the packaging.
Mars, Inc. has also taken steps to enhance inclusion and equity, inspired by its new brand purpose of creating opportunities that offer everyone a seat at the table. Their facility in Greenville, Mississippi, became the first in the state to achieve Zero Waste to Landfill status.
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Uncle Ben's was the top-selling rice in the US for decades
Uncle Ben's was first marketed in 1943, although some sources state that it launched in 1947. The product was initially aimed at the US and British armed forces during World War II. The rice was created using the Huzenlaub Process, a form of parboiling designed to retain more of the nutrients in rice. This process also reduced cooking time and made the rice resistant to weevils. These advantages made it ideal for supplying troops in the field, as it could be air-dropped without the risk of weevil infestation.
In 2020, Uncle Ben's was rebranded as Ben's Original, following criticism of its marketing for perpetuating racial stereotypes. The company also removed the image of a smiling, grey-haired black man from its packaging. Despite the name change, Ben's Original remains a household favorite and continues to be a popular brand of rice and related food products.
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Uncle Ben's was criticised for perpetuating racial stereotypes
Uncle Ben's, now Ben's Original, is an American brand of parboiled rice introduced in 1943. From 1946 to 2020, Uncle Ben's products carried the image of an elderly African-American man, Frank Brown, dressed in a bow tie. The name "Uncle Ben" was supposedly inspired by a Texas farmer known for his high-quality rice. However, the brand has been criticised for perpetuating racial stereotypes.
The title "Uncle" was used in southern US states to refer to black people instead of the more respectful "Mister". The use of this title reflects how white Southerners once used "uncle" and "aunt" as honorifics for older black people because they refused to say "Mr." or "Mrs.". The imagery on the packaging also evokes a servant, further perpetuating racial stereotypes.
In 2020, Mars, the owner of Uncle Ben's, announced that it would be changing the brand's name and removing the image of the elderly black man in a bow tie from its packaging. This decision came amid global protests over police brutality and racism, specifically following the death of George Floyd in police custody. Mars recognised the inequities associated with the name and face of the brand and committed to creating a more inclusive future.
The brand's new name, Ben's Original, aims to signal this ambition while maintaining its commitment to producing high-quality rice. This change follows a similar move by other food companies, such as Aunt Jemima and Mrs. Butterworth's, who have also pledged to phase out racial stereotypes from their branding and packaging.
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Uncle Ben's rice is parboiled
Uncle Ben's rice is an American brand of parboiled rice and other food products owned by Mars, Inc. The rice is partially boiled in water, a process known as parboiling, which increases the rice's nutritional value, reduces cooking time, and makes it resistant to weevils. Parboiling drives vitamins and minerals into the kernel of the rice, resulting in a recapture of over 80% of the natural nutrients of the whole grain. This process was invented by German-British chemist Erich Huzenlaub and British chemist Francis Heron Rogers in the 1910s.
Uncle Ben's rice is enriched with vitamins and iron, making it a healthy option for consumers. It is also naturally fat-free and gluten-free, providing a nutritious and delicious option for individuals and families. The parboiled nature of the rice ensures a quick and convenient cooking process, making it a popular choice for those with busy schedules or active lifestyles.
The brand has expanded its product line over the years, offering a range of rice varieties, including brown, white, basmati, and jasmine rice. They have also introduced innovative products such as READY RICE™ pouches, which can be microwaved in just 90 seconds, and Boil-In-Bag Natural Whole Grain Brown Rice for added convenience.
In conclusion, Uncle Ben's rice is parboiled, and this process plays a significant role in enhancing the nutritional value, cooking experience, and convenience of the product. The brand has a rich history and has adapted to changing consumer needs by offering a variety of rice-based options while also working towards creating a more inclusive future.
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Frequently asked questions
No, Uncle Ben's rice is not made of plastic. Uncle Ben's rice is an American brand of parboiled rice, which is partially boiled in water and dried before being packaged.
Uncle Ben's rice is parboiled, which means it is partially cooked at the factory and then dried out and packaged. This process can make the rice feel sticky.
The character of Uncle Ben is said to have been based on a Chicago maître d'hôtel named Frank Brown. The name "Ben" may be a reference to a rice farmer from Houston, but Mars Inc., the company that owns the brand, has stated that they do not know if a real "Ben" ever existed.
