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👨‍🎨 Emmett St Clair WATSON Jr. •
* 30 January 1893 in Richmond, Virgin Islands.
✝︎ 7 May 1955 in New Canaan, Connecticut.
Design for Cream of Wheat Advertisement
Oil on board, 22 x 16.5 inches.
Signed lower left.
đź“ŤPrivate collection.
Photo credit: Heritage Auction â“’
"Ye Cream of Wheat Inn"
You may no longer see the Black chef on the cereal box, but you will see him here!
The Black chef on the Cream of Wheat cereal box first appeared in 1893 and was replaced in late 2020 after concerns that the image perpetuated racist stereotypes (BUNK). The chef was based on Frank L. White, a professional chef in Chicago, but the company never formally recorded his name.
The 1913 version of "The Little Rascals."
Food Cream Of Wheat
an advert by Philip R Goodwin. 1907
For years, the image of an African-American chef appeared on Cream of Wheat packaging and in ads, reminding some consumers of earlier depictions they find offensive. The smiling Black man in a white uniform worn by chefs had not changed much since his debut in the late 19th century. The character was named “Rastus,” a pejorative term for Black men.
The Black chef will no longer appear on Cream of Wheat packaging where he was the face of the brand for more than a century, the product’s parent company announced in a decision that came three months after it vowed to re-evaluate its marketing to ensure it did not “inadvertently contribute to systemic racism.”
The hot cereal joins Aunt Jemima, Eskimo Pie and other products that have shifted brand names and images amid calls for racial justice.
[Source: The New York Times, Sept. 27, 2020, in an article by Marie Fazio]
For years, the image of an African-American chef appeared on Cream of Wheat packaging and in ads, reminding some consumers of earlier depictions they find offensive. The smiling Black man in a white uniform worn by chefs had not changed much since his debut in the late 19th century. The character was named “Rastus,” a pejorative term for Black men.
The Black chef will no longer appear on Cream of Wheat packaging where he was the face of the brand for more than a century, the product’s parent company announced in a decision that came three months after it vowed to re-evaluate its marketing to ensure it did not “inadvertently contribute to systemic racism.”
The hot cereal joins Aunt Jemima, Eskimo Pie and other products that have shifted brand names and images amid calls for racial justice.
[Source: The New York Times, Sept. 27, 2020, in an article by Marie Fazio]
“None But the Brave Deserve the Fare” by Edw. V. Brewer. An American soldier in France during WWI being served Cream of Wheat.
For years, the image of an African-American chef appeared on Cream of Wheat packaging and in ads, reminding some consumers of earlier depictions they find offensive. The smiling Black man in a white uniform worn by chefs had not changed much since his debut in the late 19th century. The character was named “Rastus,” a pejorative term for Black men.
The Black chef will no longer appear on Cream of Wheat packaging where he was the face of the brand for more than a century, the product’s parent company announced in a decision that came three months after it vowed to re-evaluate its marketing to ensure it did not “inadvertently contribute to systemic racism.”
The hot cereal joins Aunt Jemima, Eskimo Pie and other products that have shifted brand names and images amid calls for racial justice.
[Source: The New York Times, Sept. 27, 2020, in an article by Marie Fazio]
The satirical comic strip “Li’l Abner,” written and drawn by Al Capp (1909-1979), appeared in newspapers for 43 years, from August, 1934 through November, 1977. It featured a fictional clan of hillbillies in the impoverished mountain village of Dogpatch, USA, the first comic strip based in the South. It had 60 million readers in over 900 American newspapers and 100 foreign papers in 28 countries. Capp “had a profound influence on the way the world viewed the American South.” [Source: Wikipedia]
The comic strip was the basis for a 1956 Broadway musical and two movies, in 1940 and 1959.
1959 movie trailer: www.youtube.com/watch?v=3aZ33oVnCvo
On the right is just some regular Cream of Wheat, follow the directions on the box (note: the amount pictured is two servings). On the left, in the bowl, is: Walnuts (about a handful), four pats of Butter, half a cup of Brown Sugar, a heaping Tablespoon of Cinnamon, and frozen Blueberries (note: FRESH Blueberries are best, if you use frozen ones make sure they are THAWED and DRAINED). Mix everything together but not too thoroughly. Adjust amounts of ingredients to taste.
For years, the image of an African-American chef appeared on Cream of Wheat packaging and in ads, reminding some consumers of earlier depictions they find offensive. The smiling Black man in a white uniform worn by chefs had not changed much since his debut in the late 19th century. The character was named “Rastus,” a pejorative term for Black men.
The Black chef will no longer appear on Cream of Wheat packaging where he was the face of the brand for more than a century, the product’s parent company announced in a decision that came three months after it vowed to re-evaluate its marketing to ensure it did not “inadvertently contribute to systemic racism.”
The hot cereal joins Aunt Jemima, Eskimo Pie and other products that have shifted brand names and images amid calls for racial justice.
[Source: The New York Times, Sept. 27, 2020, in an article by Marie Fazio]
For years, the image of an African-American chef appeared on Cream of Wheat packaging and in ads, reminding some consumers of earlier depictions they find offensive. The smiling Black man in a white uniform worn by chefs had not changed much since his debut in the late 19th century. The character was named “Rastus,” a pejorative term for Black men.
The Black chef will no longer appear on Cream of Wheat packaging where he was the face of the brand for more than a century, the product’s parent company announced in a decision that came three months after it vowed to re-evaluate its marketing to ensure it did not “inadvertently contribute to systemic racism.”
The hot cereal joins Aunt Jemima, Eskimo Pie and other products that have shifted brand names and images amid calls for racial justice.
[Source: The New York Times, Sept. 27, 2020, in an article by Marie Fazio]
This became one of Wyeth’s most important advertising images, appearing in many publications for many years. Wyeth had been making a name for himself as an illustrator of stories of the American west in popular magazines of the day. Cream of Wheat, as a very popular breakfast cereal, was a major weekly advertiser in both Collier’s and The Saturday Evening Post. Its importance is evidenced by the fact that the ad is printed as a multi-color full page ad, an expensive printing job at the time.
