Activist cheers new cheese after Coon rebranding

The new name of ‘Coon’ cheese has been endorsed by Aboriginal activist Stephen Hagan, who reignited the push for change.

Aboriginal activist Stephen Hagan campaigned to have Coon Cheese renamed to a less racist term. Picture Glenn Campbell

The rebranded name of “Coon” cheese has been endorsed by Aboriginal activist Stephen Hagan six months after he reignited the push for its removal because racist undertones.

Saputo Dairy Australia, part of the Canadian conglomerate which owns the brand, announced the new name of “Cheer Cheese” on Wednesday, with the new branding to be on shelves from July.

Dr Hagan, who has campaigned for more than 20 years for the rebrand, was not consulted about the name change.

“Well, it's not a name that inspires a lot of discussion because it’s a very plain, ordinary name, but I’m not worried about the new name,” Dr Hagan said.

“I'm just happy that the racially offensive name Coon, after July, will no longer be on the shelves for an Australian cheese.”

Saputo announced in July it would officially retire the name after the academic wrote directly to company bosses to inform them the phrase was racist.

Montreal-based chief executive Lino Saputo Jr said the company was committed to acting inclusively.

“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,” Mr Saputo Jr said.

“Our decision to change the name of Australia’s much-loved cheese reinforces this commitment to build a culture of acceptance, inclusion and respect where everyone feels a sense of belonging.”

Dr Hagan has long-argued the story behind the Coon cheese brand is factually inaccurate. He recently co-authored an e-book called “COON: more holes than Swiss cheese”, which attempts to challenge the story put forward by the initial Australian manufacturers that it was named after American Edward William Coon, who patented the “ripening process” for the original product in 1926.

Dr Hagan said he offered to work with the company’s researchers to validate the claims but was turned down as all of the North American’s resources were being put into Black Lives Matter projects in the US. The academic is now seeking legal advice to get Supato to produce evidence of the name’s origin or admit the it is a myth

“I'm having to defend myself against my claim that this is a racial slur and that it’s not named after someone,” Dr Hagan said.

It's a happy day for me that is going to be removed from the shelves, but I don’t want to go on for another 21 years. People criticised me saying he destroyed me cheese because that was named after someone, and it’s all a lie.”

The Coon brand was acquired by the Canadian company in 2015 after it bought out then-owner Lion Dairy and Drinks. The associated line of products turned over more than $15bn in revenue last year.