Master P launched a food brand called "Uncle P's Louisiana Seasoned" back in March, but due to the recent attention on food brands with racist imagery and history, he hopes that Uncle P's can be a Black-owned company people look for on shelves.
In a report by CNN, the rapper said he always assumed brands like Aunt Jemima and Uncle Ben's were Black-owned, and it wasn't until announcements that they were retiring their brand imagery that he realized the Black community was not profiting off of their products: "When you look at Aunt Jemima and Uncle Ben, a lot of those products are mockeries of African-American people and couldn't even feed our communities," he said.
A portion of Uncle P's profits now go toward educating inner city kids and assisting elderly people in Black communities. The food line offers rice, beans, grits, pancake mix, syrup, and oatmeal, many of which are products that Aunt Jemima and Uncle Ben's were known for.
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.
A post shared by Master P (@masterp) on Jun 16, 2020 at 12:53pm PDT
Although the brand was created in March, the recent ongoing Black Lives Matter protests and pressure put on companies to rethink their historically problematic logos has created more momentum for Uncle P's. Not only do the products offer a Black-owned company to purchase from at the supermarket, but Master P also wants everything behind the scenes to support the Black community as well.
Another one of the brand's goals is to create more jobs with upward mobility for Black individuals. Additionally, Master P hopes to use some of the profits to develop real estate in Black neighborhoods.
"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," he told CNN. We can actually change the world."
Uncle P's products are currently available at grocery stores nationwide.
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