Closing out a quiet Black History Month in Adland—and playing off the theme of African Americans and Labor—marks an appropriate moment to consider Aunt Jemima.
Aunt Jemima “retired” in 2020, appearing as a contemporary Black woman sporting pearl earrings, the final phase of her evolving persona.
The character was born in 1889 to promote the Pearl Milling Company. Despite the revisionist rebranding, the Aunt Jemima journey began with slavery.
Even in the 1950s, the official legend of Aunt Jemima revealed a victim of forced labor. She worked as a cook on Colonel Higbee’s plantation, delighting White men and women with her culinary genius.
After over 100 years of service, Aunt Jemima lost her job to a logo—during Black History Month to boot—as the original Pearl Milling Company was resurrected.
The iconic tale of Aunt Jemima is more than Black history—it’s American history.
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