Iconic food brands such as Aunt Jemima, Ms. Butterworth, and Uncle Ben have been forced to confront their racist caricatures. The Red Skins franchise is finally done trying to explain how their name and mascot are somehow not racist. Even the Cleveland Indians have agreed it’s time to let go of using a red-faced human being as their mascot. Yet, while our awareness seems to be increasing about how these less-than-subtle stereotypes need to be retired, there is another culprit that has flown under the radar for far too long. Unlike the aforementioned racist caricatures built upon stereotypes, this villain is not simply a fictional mascot, but rather, a real person who committed real atrocities. Is it really acceptable for the name and image of a man responsible for the genocide of over 12 million Indigenous Peoples to be boldly displayed in almost every grocery store in America? COLOMBUS® Craft Meats needs to rebrand.
Just a few decades ago, Columbus was a celebrated hero. I still remember drawing the Niña, the Pinta, and the Santa Maria in my 5th grade classroom. I also remember reading books about his bold and daring voyage and his peaceful interactions with the “primitive” natives. 1492 was a hard year to forget – according to my teachers, that was unequivocally the year that America was first discovered. It was not until high school that one of my social studies teachers had the audacity to challenge this narrative and expose the lies that I had been inundated with.
But why bother going after a brand that many people might not even recognize? Despite its unassuming presence, COLUMBUS® Craft Meats is far from a small company. By 2016, they were the most widely distributed deli meat in the United States. In 2017, they were sold to Hormel Foods for over 850 million dollars – Hormel Foods’ largest acquisition ever.[i] Yet it does not surprise that a corporation worth billions of dollars was not thinking about the morality of the logo that they were acquiring. Similarly, I am not surprised how many grocery stores have willingly filled their meat sections with COLUMBUS® products. However what I find disappointing is how so many of us consumers have unhesitatingly and unconsciously picked up these packages and shoved them into our carts without thinking twice about the man on the front – hence my decision to boycott this brand starting over five years ago.
While it might be easy to say that just because you buy this meat doesn’t mean you support Columbus or his actions – that would be the same as me saying that just because I buy Aunt Jemima syrup doesn’t mean that I’m racist. That argument misses the whole point. Whether we are conscious of it or not, our fond associations with Aunt Jemima’s placid smile not only reinforce a damaging stereotype, but perpetuate a dangerous lie. These brands were literally created during the Jim Crowe era as propaganda to help justify slavery and portray African Americans – particularly Black women – as docile, and even joyful participants in forced servitude.[ii] By allowing Aunt Jemima and other servile Black caricatures to remain on store shelves and in our pantries, we are unconsciously accepting this racist narrative that was deliberately created. Moreover, we are complicit in perpetuating an entrenched stereotype that directly affects the status and empowerment of Black Americans.
Similarly, by allowing Columbus to dominate meat shelves across America, we are invalidating the suffering and oppression of millions of Indigenous Peoples. While it is now common knowledge for many Americans that Christopher Columbus was responsible for the enslavement, torture, and genocide of the original inhabitants in a land he mistakenly thought was India – there is more to it than simply acknowledging his cruelty. Venerating Columbus perpetuates a Euro-centric (i.e. White) worldview, furthering White supremacy, while also supporting the idea that we can excuse the horrific behaviors of our forefathers as long as they did something important. Far from being revered, Christopher Columbus should be a historical figure likened with the most oppressive dictators or heinous plantation owners of the South.
However, if you are still not convinced, I would simply challenge you with the following questions: Would you feel comfortable purchasing a brand called Hitler Meats? What about if his image was proudly embossed on the package? After all, you’re just buying the meat, right? It’s not like you support what he did…
If sports teams, large retailers, and many major other product-lines have begun making a concerted effort to eliminate racist branding, it is time for another multi-million dollar company to do away with a logo that perpetuates racism and oppression. Many states have even gone as far as officially changing Columbus Day to Indigenous Peoples’ Day. Just as confederate statues are finally being removed from their pedestals after decades of protest – COLUMBUS® Craft Meats should no longer be a blatant reminder of the brutal oppression that our country was founded upon. We as consumers have the choice to either help uphold, or to help dismantle White supremacy. The brand COLOMBUS® Meats has got to go.
If you are interested in taking further action besides reading this post and hopefully boycotting this brand, please consider signing my petition to rebrand COLUMBUS® Craft Meats. It will be sent to both the CEO of COLUMBUS® Craft Meats as well as the CEO of Hormel Foods and many other major grocery store chains. Link below:
https://www.change.org/RenameColumbusMeats
[i] https://www.startribune.com/hormel-foods-to-buy-deli-meat-maker-columbus-its-largest-acquisition-ever/454291053/
[ii] https://www.marketwatch.com/story/with-aunt-jemima-and-uncle-ben-poised-to-disappear-from-american-kitchens-a-look-back-at-their-racist-origins-2020-06-17
