Coon cheese brand to be dumped following ‘racist’ claims
Coon cheese is set to no longer appear on Australian shelves after the Canadian owners of the nation’s most controversial dairy brand decided to retire the name.
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Coon cheese is set to no longer appear on Australian supermarket shelves after its Canadian owners decided 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 retire the Coon brand name”.
“We performed a careful and diligent review of this sensitive situation,’’ Saputo CEO Lino Saputo Jr wrote to Dr Hagan.
“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, telling Saputo Jr: “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 — many of which are found in government, corporate and civic leader ranks — to demean and subjugating us as a race.”
Hagan also claimed the name should be “consigned to the past of outdated racist brands’’.
A Saputo representative earlier responded to Dr Hagan via email, saying, “One of our basic principles as an organisation is to respect individuals and groups of all backgrounds and to not condone discrimination in any shape or form,’’ according to The Australian.
It continued: “This guiding belief applies to our brand names as well. We would never tolerate any behaviour, activity or branding that goes against these values. As such, we are currently examining this situation very thoroughly and commit to getting back to you with a response in the coming weeks.’’
Dr Hagan previously complained to the Human Rights and Equal Opportunity Commission about the name in 1999, however his bid to see the brand dumped was unsuccessful.
Following the Black Lives Matter movement, Allen’s has removed Chicos and Red Skins lollies from shelves, and on Friday, the US Red Skins football team officially changed their name to the Washington Football Team.
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Dr Hagan earlier said he was “heartened” by Saputo’s response, telling The Australian, “First Nations people and people of colour shouldn’t have to tolerate the visual ugliness of Coon cheese products positioned prominently in the dairy aisles in supermarkets.”
“If they do the right thing and change the brand name, I hope conservative Australia accepts the decision and not allow their recalcitrant stance to the contrary define them as bigots holding fervently on to a relic of a racist past,” Dr Hagan said.
Originally published as Coon cheese brand to be dumped following ‘racist’ claims