Saputo renames Coon Cheese as Cheer Cheese after campaign

A long campaign to remove the Coon cheese brand has ended with dairy Saputo choosing the more ‘current’ name, Cheer.

Stephen Hagan had campaigned to have Coon Cheese renamed. Picture: LENN CAMPBELL

After 85 years on Australia’s shelves and amid concern over the racist connotations of its name, Coon Cheese will be renamed Cheer Cheese.

The new brand, set to appear on supermarket shelves from July this year, comes after a campaign against the Coon branding.

Australian indigenous activist Stephen Hagan has campaigned for almost 20 years to see the name of the cheese changed.

The Cheer brand will replace the Coon cheese name.

Coon cheese was named after American cheesemaker Edward William Coon, who patented the cheese ripening process used in its production.

The new name was announced by Saputo Dairy Australia, which announced in July last year that it would change the name.

Coon cheese was bought by Saputo in a takeover of Lion Dairy and Drinks in 2015.

Coon cheese was named after its American creator, Edward William Coon.

The dairy said the new name came after “Saputo’s careful and diligent review to honour the brand-affinity felt by our consumers while aligning with current attitudes and perspectives”.

Saputo chair and CEO Lino Saputo said the decision reflected the businesses “commitment to build a culture of acceptance, inclusion and respect where everyone feels a sense of belonging”.

“Treating people with respect and without discrimination is one of our basic principles and it is imperative that we continue to uphold this in everything we do,” he said.

Saputo Dairy Australia commercial director Cam Bruce said Cheer cheese would be embraced by consumers.

“We want to stay true to the brand values,” he said.

“We remain committed to our Australian farmers who continue to produce the high-quality milk that goes into all of our products, including Cheer Cheese.”

Originally published as Saputo renames Coon Cheese as Cheer Cheese after campaign