Coon cheese brand dumped after racism complaint
COON cheese will no longer appear on Australian supermarket shelves after its Canadian owners opted to retire the controversial brand name.
Multinational conglomerate Saputo said in a letter to Indigenous activist and businessman Dr Stephen Hagan — who has lobbied for more than 20 years to change the name of the cheese —– the company had decided to look for a new brand name.
“We performed a careful and diligent review of this sensitive situation,’’ Saputo CEO Lino Saputo Jr wrote.
“We wanted to ensure we listened to all the concerns surrounding the Coon brand name, while also considering comments from consumers who cherish the brand and recognise the origin of its founder Edward William Coon, which they feel connected to.
“After thorough consideration, Saputo has decided to retire the Coon brand name.
“As part of this process of transformation, we commit to keep our stakeholders informed as we move forward.
“At this time, we are working to develop a new brand name that will honour the brand affinity felt by our valued consumers while aligning with current attitudes and perspectives.”
The news comes in the wake of the global Black Lives Matter movement, which has seen companies from food and beverage brands to football teams around the world change their names.
According to the company, Coon cheese originally took its name in 1926 from American Edward William Coon, who was responsible for the original product.
This history has been challenged by some Australians. Saputo took over Coon cheese in 2015 as part of its purchase of Lion Dairy and Drinks — Coon’s parent company.
Last month, Dr Hagan appealed to Saputo to consider a name change on racist grounds.
“People of colour, especially First Nations people in Australia, are offended by that brand name in use in this country since November 1935, as it is a celebrated term used by our oppressors,” Dr Hagan wrote.