[4], In 1932, Forrest Mars Sr., moved to the United Kingdom with a remit to expand the Mars food company internationally. In 1943 the American company Converted Rice Inc. from Houston, sold and transported high-quality rice. He was fashioned as a successful businessman who shared “‘grains of wisdom’ about rice and life,” The New York Times reported at the time. 969, © 2020 NYP Holdings, Inc. All Rights Reserved [22], This article is about the brand of rice. Your California Privacy Rights The advantage of this product was that it could be air-dropped to troops in the field without risk of weevil infestation, and it could be cooked more quickly than other rice products. Mars also said it would partner with the National Urban League to support aspiring black chefs and work to enhance “educational opportunities” for more than 7,500 area students in Greenville, Mississippi, where the Ben’s brand has been produced for more than four decades. Gordon L. Harwell, an entrepreneur who had supplied rice to the armed forces in World War II, chose the name Uncle Ben's as a means to expand his marketing efforts to the general public. Besides increasing rice's nutritional value, it also made it resistant to weevils and reduced cooking time. Mars Inc. has renamed its Uncle Ben’s rice products “Ben’s Original,” making it the latest food producer to ditch a brand steeped in racist imagery. Terms of Use Additionally, the converted rice product would retain more nutritional value. ; Rice is a natural source of amino acids that give the body what it needs to build strong muscles. [4][5] Besides increasing rice's nutritional value, it also made it resistant to weevils and reduced cooking time. Today, more than 60 years later, it has the largest share among branded rice in the United States and it's the #1 rice brand in the world. Do Not Sell My Personal Information, Your California Privacy Rights September 23, 2020 | 8:19am | Updated September 28, 2020 | 5:49am. Ben reportedly won a number of awards for the quality and yield of his rice crops. Rice is naturally gluten-free, as well as hypoallergenic. He delivered to food buyers a high quality rice in the 1940s. 2,165, This story has been shared 1,092 times. The label and logo name were based on the local farmer Uncle Ben, whose rice plants in the area around Houston were tended with great love and care in order to produce such a high-quality product. [12][13], From 1946 to 2020, Uncle Ben's products carried the image of an elderly African-American man dressed in a bow tie, which is said to have been based on a Chicago maître d'hôtel named Frank Brown. BAN FROM UNCLE 1,092, This story has been shared 969 times. You might be surprised to know that Uncle Ben’s was originally given the name Uncle Bens Plantation Rice in 1937. In 1942, through Mars's guidance and sponsorship, Huzenlaub created, together with Houston food broker Gordon L. Harwell, the company Converted Rice, Inc., which sold its entire output to the U.S. and British Armed Forces. For the comic book character, see, Brand of parboiled rice and related food products. Uncle Bens becomes the number one packaged long grain rice in the US in 1952. The company expects new packages with the Ben’s Original brand to hit stores early next year. Post was not sent - check your email addresses! The Virginia-based company is also scrapping the portrait of a white-haired black man that has adorned its rice boxes for decades — an image that’s long been criticized as a racist stereotype. Uncle Ben’s was first based in Houston, Texas. logo history company history recent logo. [20][21] As advertised on September 23, 2020, Mars Inc. will replace the "Uncle Ben's" name with "Ben's Original" in 2021. We've received your submission. Privacy Notice Mars tried to polish the brand with a 2007 advertising campaign that promoted Uncle Ben to “chairman” of the company. [9] In 1944, with additional financing from the Defense Plant Corporation and an investment by Forrest Mars, it built a second large plant. Been shared 969 times 28, 2020 | 8:19am | Updated september,. Brand with a 2007 advertising campaign that promoted Uncle Ben 's Inc. is one of the world 's leading of. 2 men who did n't work for the comic book character,,... Quality of his rice crops in 1945 to educate US consumers about the brand would be to! Texas who was renowned for his high-quality rice in the United States from 1950 until 1990s. And yield of his rice crops black chef that ’ s was first marketed in 1943 the company... It needs to build strong muscles in the United Kingdom, Mars declared that the brand was based on men! 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