Executives have made the move to rebrand the Australian cheese to Cheer after 20-year campaign. Instagram / Cheer Cheese
Executives have made the move to rebrand the Australian cheese to Cheer after 20-year campaign. Instagram / Cheer Cheese
Executives have made the move to rebrand the Australian cheese to Cheer after 20-year campaign. Instagram / Cheer Cheese
Executives have made the move to rebrand the Australian cheese to Cheer after 20-year campaign. Instagram / Cheer Cheese

Controversial Australian cheese rebrands to Cheer after 20-year anti-racism campaign


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An Australian cheese company called "Coon" will rebrand to "Cheer" after an indigenous activist spent two decades fighting for the racist name to be changed.

Saputo Dairy Australia announced the new name on Wednesday, January 13, saying replacement products would hit supermarket shelves in July.

It follows a 20-year campaign by indigenous advocate and author Stephen Hagan to rebrand the product.

Although purportedly a reference to a US cheese factory worker, the former name is also an offensive racial slur.

Hagan had petitioned previous company owners over the name but failed to sway executives until now.

Saputo said the change came after "careful and diligent review to honour the brand-affinity felt by our consumers while aligning with current attitudes and perspectives".

"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," chief executive Lino Saputo said in a statement.

The announcement comes two months after Nestle said it would rename Australian sweets called Red Skins and Chicos amid a global backlash over racist branding.

In June last year, French cosmetics brand L'Oreal announced it would also remove words like "whitening" from its products, against the backdrop of global anti-racism protests.

Several American groups also said they would change their visual identity following widespread anti-racism protests, including confectioner Mars, which announced plans to develop its famous Uncle Ben's brand, which uses a caricature of an African-American as its logo.

Elsewhere, Quaker Oats promised to withdraw its 130-year-old image of Aunt Jemima from a brand of syrup and pancake mix by the end of 2020, saying it represented a "racial stereotype".

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The strait is 33 km wide at its narrowest point, but the shipping lane is just three km wide in either direction. Almost a fifth of oil consumed across the world passes through the strait.

Iran has repeatedly threatened to close the strait, a move that would risk inviting geopolitical and economic turmoil.

Last month, Iran issued a new warning that it would block the strait, if it was prevented from using the waterway following a US decision to end exemptions from sanctions for major Iranian oil importers.

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June 24: Montreal, Canada
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Nov 5-6 : Abu Dhabi, UAE
Date TBC: Chengdu, China

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Company: Rent Your Wardrobe 

Date started: May 2021 

Founder: Mamta Arora 

Based: Dubai 

Sector: Clothes rental subscription 

Stage: Bootstrapped, self-funded 

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UAE

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