New Orleans rapper and entrepreneur Master P has launched a line of food products, “Uncle P’s,” as an alternative to brands like Aunt Jemima and Uncle Ben’s that have come under fire for using racist stereotypes to sell their products. A portion of the profits will go toward organizations that serve Black communities across the United States, including for childhood education, assistance for the elderly, and to develop real estate in Black neighborhoods.
Uncle P’s launched back in March, but received renewed attention after brands like Aunt Jemima and Uncle Ben’s began changing their logos amid Black Lives Matter protests. Prior to Uncle P’s, Master P released a line of individually packaged ramen noodles under the name Chef BoyAr P, and partnered with businessman James Lindsay to relaunch Lindsey’s Rap Snacks brand. He was inspired to add the Uncle P’s line after learning that Aunt Jemima and Uncle Ben’s, despite using images of Black individuals to build their brand identity, weren’t Black-owned. The line includes rice, grits, beans, pancake mix, syrup, and oatmeal.
“If they made billions of dollars off Aunt Jemima and Uncle Ben, imagine how much we’ll make to give back to our own community. It’ll be us helping us without having to wait for the government. We can actually change the world,” he told CNN.
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My partner and I, James Lindsey, created PJ Foods Company to give the world a taste of Louisiana’s authentically seasoned white rice, yellow rice, brown rice, dirty rice, and red beans and rice, while adding diversity in the packaged food shelving space. We are opening the doors for other black-owned companies to produce their own products and brands to change the narrative.
Last September, Master P opened Big Poppa Burgers in New Orleans, saying that he wanted “to put a family restaurant in the community” where he came from. Big Poppa Burgers is on the West Bank at 3300 Fourth St. in Harvey, Louisiana.
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