Percy Miller, aka Master P is  jumping into the packaged food business to promote black involvement as many companies reexamine their racist imagery.

Following the death of George Floyd, a Black man who died after a police officer in Minneapolis put a knee on his neck, protests erupted across the nation demanding social justice and racial equality. During that time, brands like Mrs. Butterworth, Aunt Jemima, Cream of Wheat and Uncle Ben’s announced that they would rethink their names and images used to sell their products. Quaker oats has since retired Aunt Jemima.

This New Orleans rapper, actor and record producer has launched a line of food products to give consumers a Black-owned alternative brand. He is creating a line of food products including rice, beans, grits, pancake mix, seasonings, ramen noodles and syrup to diversify the food industry.

“We thought that the people pictured on their product labels owned these brands but they have nothing to do with them. But through education and research, we realise that these people were only models.” He said.

He added that “If they made billions of dollars off Aunt Jemima and Uncle Ben, imagine how much we’ll make to give back to our own community. It’ll be us helping us without having to wait for the government. We can actually change the world.”  Now the brand is trying to keep up with demand from major stores.