In a very progressive and PC move, COON cheese has gone ahead and gotten themselves a new name that doesn’t draw comparisons to a racial slur. The name? A very delightful, Cheer.
The cheese in question has been called COON for over 80 years and the name was apparently originally derived to pay homage to its’ founder, Edward William Coon. However, the word Coon is also used as a very offensive and derogatory term towards those of colour – in particular, those of Aboriginal or Torres Strait Islander descent.
While Cheer’s former owners, Kraft and Dairy Farmers, have insisted in the past that the former name was never a racist slur, there is a lot of doubt cast upon this by the general population.
Thankfully, the cheese’s new owners, Canadian company Saputo, have said that their product will be rebranded as Cheers from July onwards.
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“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,” a spokesperson from the brand said in a statement.
“After thorough consideration, Saputo has decided to retire the COON brand name.”
“The name Cheer has the significance of pleasure and joy.”
The change comes as a result of an almost decade long campaign started by Toowoomba academic Stephen Hagan.
“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,’’ he said in an email to Saputo, reported by The Australian.
It’s not the first long-standing brand name that’s been changed in recent times due to its offensive title. In November Nestle made the move to rebrand some of their products that were considered derogatory to certain races. They renamed Redskins to Red Ripper and Chicos to Cheekies, citing that the original names were “out of step” with the companies values.
