The Aunt Jemima brand will be retired

Mammy is the most well known and enduring racial caricature of African American women. The Jim Crow Museum at Ferris State University has more than 100 items with the mammy image, including ashtrays, souvenirs, postcards, fishing lures, detergent, artistic prints, toys, candles, and kitchenware. This article examines real mammies, fictional mammies, and commercial mammies.
Real Mammies

From slavery through the Jim Crow era, the mammy image served the political, social, and economic interests of mainstream white America. During slavery, the mammy caricature was posited as proof that blacks -- in this case, black women -- were contented, even happy, as slaves. Her wide grin, hearty laugher, and loyal servitude were offered as evidence of the supposed humanity of the institution of slavery.

This was the mammy caricature, and, like all caricatures, it contained a little truth surrounded by a larger lie. The caricature portrayed an obese, coarse, maternal figure. She had great love for her white "family," but often treated her own family with disdain. Although she had children, sometimes many, she was completely desexualized. She "belonged" to the white family, though it was rarely stated. Unlike Sambo, she was a faithful worker. She had no black friends; the white family was her entire world. Obviously, the mammy caricature was more myth than accurate portrayal. ...

Mammy's most successful commercial expression was (and is) Aunt Jemima. In 1889, Charles Rutt, a Missouri newspaper editor, and Charles G. Underwood, a mill owner, developed the idea of a self-rising flour that only needed water. He called it Aunt Jemima's recipe. Rutt borrowed the Aunt Jemima name from a popular vaudeville song that he had heard performed by a team of minstrel performers. The minstrels included a skit with a southern mammy. Rutt decided to use the name and the image of the mammy-like Aunt Jemima to promote his new pancake mix. Unfortunately for him, he and his partner lacked the necessary capital to effectively promote and market the product. They sold the pancake recipe and the accompanying Aunt Jemima marketing idea to the R.T. Davis Mill Company.