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Mars has announced it is time for the Uncle Ben brand to “evolve.”
The brand is reportedly named for a Houston rice farmer, who never had any involvement with the company.
The image of Uncle Ben itself is based on that of a hotel employee.

Uncle Ben's rice has officially changed its name and logo. The brand, which has been criticized for perpetuating racial stereotypes, will now be known as Ben’s Original, the company announced on Wednesday.

The company’s packaging has also removed the portrait of a Black man from its logo. It's worth noting that the brand's Instagram handle @unclebensusa and Twitter handle @UncleBens have not been changed, despite the announcement being distributed on both social media platforms.

'Over the last several weeks, we have listened to thousands of consumers, our own Associates and other stakeholders from around the world,' Fiona Dawson, Global President Mars Food, Multisales, and Global Customers, said in a press release. 'We understand the inequities that were associated with the name and face of the previous brand, and as we announced in June, we have committed to change.'

The brand also wants to created a 'more equitable iconography,' the press release says. 'The brand is not just changing its name and image on the package,' it says. 'It is also taking action to enhance inclusion and equity and setting out its new brand purpose to create opportunities that offer everyone a seat at the table.'

A post shared by Ben's Original (@unclebensusa) on Sep 23, 2020 at 3:20am PDT

We listened. And we learned. Moving forward, Uncle Ben's will be known as Ben’s Original™. Read our full statement to find out more about our brand's new purpose to create opportunities that offer everyone a seat at the table: https://t.co/0tSE0lnMa1pic.twitter.com/741JQU1qTI

— Ben's Original USA (@UncleBens) September 23, 2020

The company plans to do that through Ben’s Original community outreach programs to help give underserved communities access to nutritious meals, as well as help culinary entrepreneurs 'of all colors' get educational opportunities. The work will start in the United States, where Ben’s Original has partnered with the National Urban League, to help support aspiring Black chefs through a scholarship fund. The company plans to expand to support other underserved communities around the world.

Mars first announced in June that it planned to 'evolve' its brand identity, after receiving criticism. It came just hours after Quaker Oats stated it was retiring its Aunt Jemima brand, and after weeks of protests brought renewed awareness of pervasive racial stereotypes and systemic injustice in the U.S. (Quaker Oats has not yet announced a new name for Aunt Jemima.)

'As a global brand, we know we have a responsibility to take a stand in helping to put an end to racial bias and injustices,' the company said in a statement at the time. 'As we listen to the voices of consumers, especially in the Black community, and to the voices of our Associates worldwide, we recognize that now is the right time to evolve the Uncle Ben’s brand.'

A post shared by Ben's Original (@unclebensusa) on Jun 17, 2020 at 4:35pm PDT

When the brand first launched, 'Uncle Ben' was a prominent figure in the company's advertising. But, what exactly is the history behind 'Uncle Ben,' and was the controversial character based on a real person? Here’s everything you need to know:

There was likely once a renowned rice farmer named Ben—but he has nothing to do with the company.

The story is a little vague, but according to the New York Times, there was once a farmer in Houston named Ben (whose last name has since been forgotten) whose rice was known to be of especially high-quality. Accounts vary, but it seems that Ben's reputation was recalled by Texas food broker Gordon L. Harwell when he was was looking for a way to mass market his own type of rice after supplying the armed forces during World War II.

The image of 'Uncle Ben' is actually from a portrait of a maitre d’hotel.

The Times reports that during a meeting with a business partner in Chicago (or maybe Houston), Harwell saw a portrait of the restaurant's maitre d’hotel, Frank Brown, and decided that image could be used to sell his brand as 'Uncle Ben's Converted Rice.' Harwell launched his company in 1943 with Brown's face and the Houston rice farmer's name.

'Uncle Ben' was once advertised as the chairman of the company.

In 2007, Uncle Ben was made over as the head of the company as part of an advertising campaign that included changing his blue jacket to a business suit and a website where customers could explore his 'office,' the Guardian reports.

Luke Visconti, partner at Diversity Inc. Media in Newark, told the Times of the launch of the campaign, 'This is an interesting idea, but for me it still has a very high cringe factor.'

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'Racism has no place in society,' the original statement from Mars Food reads. 'We stand in solidarity with the Black community, our Associates and our partners in the fight for social justice. We know to make the systemic change needed, it’s going to take a collective effort from all of us—individuals, communities and organizations of all sizes around the world.'

Out of the Blue Initiatives (OOBI)

Out of the Blue initiatives are help initiatives aimed at BITSians in their hour of emergency. To realize our vision of 'Maximize[ing] the potential of BITSians and BITS Pilani”, BITSAA International’s Out of the Blue initiatives will entertain all authentic financial and non-financial requests for help from BITSians in any part of the world/universe. From shaking the BITSAA community to immediate action, to bringing out the best in the BITSian fraternity, these initiatives are the pulse and DNA of BITSAA - giving back to the community in the purest of forms and creating everlasting impact. You can refer to the BITSAA OOBI Policy and Guidelines document here.

BITSAA's OOBI Committee

The following people are the permanent members of the OOBI committee:

A nominated BITSAA Board Member
CEO, BITSAA International
COO, BITSAA International
CFO, BITSAA International
Fundraising Team Head, BITSAA International

Apart from these permanent members, a SWAT team would function for initiatives that are taken up. The SWAT team would consist of 2-3 co-opted BITSAA Leaders, and local chapter leaders wherever applicable.

OOBI Success Stories (and counting...)

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The Out of the Blue mergency initiatives have struck a chord in their own ways with BITSians all over the world. BITSians have offered their love, prayers, monetary support throughout the campaigns. They have reinforced our faith in the power of the BITSian network time and again and the BITSian passion to make a difference in the life of fellow BITSians. BITSAA International bows to the persistent support of our alumni network and making all our initiatives grand successes.

Sai Boddu Fundraiser

Sai Boddu Fundraiser – In October 2004, Venu called Anupendra about a BITSian who had slipped into a coma after his car was hit by a truck on the highway. He had no insurance, was out of a job,and his family was in India.That night,a simple email resulted in 90 BITSians on a conference call to figure out what was to be done. Within 48 hours, the American Embassy in India had been opened,visas issued for parents,and tickets paid for. His mother and sister were on a plane to the US. When they landed, BITSians had already organized along with other Indians from various associations. BITSAA tied up with a local organization, and raised $40,000 in a short time.When Sai came out of a coma, thanks to a miracle and the tireless dedication of his mother,he was able to go home, financially safe for his rehabilitation.

Life for Manish ('97 M.E. Batch)

Proud alumnus of BITS Pilani, Manish Bharadwaj’s case inspired drive the initiative ‘Life for Manish’, for registering bone marrow donors for patients affected by Acute myeloid leukemia ( AML). Manish’s talk about his disease over a video and his appeal to help patients by registering as bone marrow donors has moved every BITSian who watched it. Taking note from Manish’s talk, BITSAA publicized the drive to spread the message across the world. As on 18th November 2008, drives for bone marrow registration were conducted at 61 locations in US, UK, India and Australia with a total number of 4,751 donors. Manish put up a brave fight but lost his battle with cancer and passed away on Thursday, November 6th 2008 in Houston.

Seema Sood Initiative

In the middle of 2008, news about Seema broke online 'Himachal girl in pain seeks mercy killing from President of India”. Seema, the 1985 batch Gold medalist was destined for a bright future till rheumatoid arthritis killed her plans. She disappeared from the alumni community, and after being bedridden for 13 years she wrote a letter to the President of India, appealing for mercy killing. Bharti Balakrishnan ('00 Chem) and Aditi Pany ('00 Fin) drove from Delhi to meet Seema in person. Anu ('86 MMS) searched for doctors and arranged counseling sessions. Punita (’80 EEE) scheduled conference calls between alumni and bedridden Seema. As press coverage increased, the Chief Minister of the State intervened. The government agreed to pay for the surgery, but not critical post surgery rehabilitation. BITSAA reached out to the community and raised in four days, twice as much as what Seema requested. 235 alums donated. After four surgeries including two hip replacements, Seema is recovering.

Board Topper Mr. Nagesh goes to BITS

Eenadu, a leading Telugu newspaper reported on 02 July 2009 stating thatMr. Nagesh from Adilabad had scored 993/1000, topping the Andhra Board Higher Secondary Examinations for the year 2009 and had also secured direct admission to his dream university – BITS Pilani. The paper had further reported that Nagesh came from an economically disadvantaged family and that he would not be able to afford education at BITS Pilani. As soon as the news came, Rakesh Anugula (’02 BITSAA International’s Director for Campus Relations,got in touch with the reporter to get Nagesh’s contact details and spoke to Nagesh assuring him that his education at BITS Pilani would not suffer due to his economic conditions. Based on Rakesh’s input, Eashwar Koneru from BITSAA (1975-80 batch) and Mayur Patnala, a BITSian and Vice President of Nirmaan (a non-profit organization started by BITSians) swung into action and assured support to Nagesh. BITSAA ‘75-‘80 and Nirmaan together have helped Nagesh get through BITS by providing the admission fee as well as the first semester tuition fee. They also facilitated connecting Nagesh to the Lanco Foundation which has agreed to sponsor the rest of his education at BITS.

The Anitha Ashokan Initiative

In May 2009, Anitha Ashokan a 2004 batch BITSian from the Goa campus was diagnosed with Balo, a rare case of multiple sclerosis. Anitha was hospitalized and was undergoing critical care treatment, when the news of her illness was brought to the notice of the BITSian community. BITSAA International took up the case of helping Anitha and a SWAT team led by Shwetha Kailash (‘04) was formed. This team was in constant touch with Anitha‘s family and received regular updates on her medical condition and doctor’s prognosis. Knowing that there was no time to lose, BITSAA International’s leadership team quickly decided to help Anitha’s family monetarily, by raising funds and non-monetarily, by taking help from BITSians to reduce her overall medical expenses. BITSAA reached out to the BITSian fraternity and the target fundraising amount of Rs 5 lakhs was reached within 3 days. Over 220 donors from all over the world donated, and an amount of $14721 (7 lakhs approx) was raised for Anitha. Anitha’s family has used the funds donated by BITSians to settle her outstanding medical bills and Anitha is now under medical care at home .

Deep Chandjii Fundraiser

Deep Chandji is a mess worker employed in BITS for the past 40 years. In May 2009, his daughter-in-law suffered from Dead Fetus Syndrome. This led to serious complications to her health, landing Chandji in a huge debt. Deep Chandji’s case was brought to the notice of BITSAA International and a team was set up to investigate the case. Many of the members of the BITSAA Women’s Council (BWC) had fond memories of Chandji and his service in Pilani, and came forward to drive this initiative. A fundraiser led by the BWC and with the support of BITSAA International was organized. A target of Rs 3 lakhs was set and emails were sent to the inmates of Meera Bhawan and the BITSAA Women’s council. BITSians from all over the world came forward to donate and a check of Rs. 2,83,574 was handed over to Chandji.

Chimpooji (Blue Moon) Fundraiser

Chimpooji, with his ever smiling face longer smiling, behind the counter at Blue Moon serving MNB drinks was reported to be battling severe liver damage when BITSians around the globe got the news. His family faced an uphill battle as they tried to manage their finances while reeling under the stress caused by the ill health of a family member. Multiple hospital stays at Jaipur, Mumbai and Gurgaon took a toll on the family finances and life and the doctors finally concluded after multiple treatment attempts that a liver transplant was the only hope for Chimpooji. BITSians around the globe then decided to extend unconditional help to Chimpooji's family to afford long and expensive transplant treatment costing upwards of Rs. 30 lakhs. Even though Chimpooji could not be saved (he succumbed to a heart attack on 12th February 2016 finally after being out of coma but on ventilator and showing signs of improvement), BITSian ecosystem managed to raise close to Rs. 30 lakhs comprising of Rs. 22 lacs via an independent BitGiving campaign led by BITSian Nikhil Jain and Rs ~8 lakhs via the BITSAA International fundraising campaign. BITSAA was in constant touch withChimpooji’s family through our on-the-ground contact and were monitoring the monetary needs to support the hospital stay. ForChimpooji’s treatment expenses, roughly 50% of the BitGiving collections were made use of. In true BITSian spirit, BITSAA decided to transfer the remaining amount from BitsGiving campaign and Rs. 5 lakhs out of the funds collected via BITSAA toChimpooji's wife. It would help his family to repay debts taken from friends and relatives for the treatment before alumni pitched in and would also help his children meet their immediate education expenses. The remaining Rs. 3 lakhs left with BITSAA was decided to be put into a corpus fund to meet any suchout-of-blue emergency needsarising in future for any member of the BITSian family. As always, BITSAA reached out to all donors who have contributed via our platform providing an option to seek refund in case they wish.

BITS Chowki's wife Fundraiser

BITSAA helped gain alumni support for fundraising drive for BITS Chowki Vikram Singh’s. A total of $48,712 was raised. With incredible spirit and determination Chowki Ji and his family were fighting bravely against their unnerving medical crisis. After having completed multiple cycles of chemotherapy with hyper CVAD protocol, his wife showed tremendous sign of improvement in her health. Unfortunately, she passed away due to a cardiac arrest after a couple of months.

Vikram Singh said: 'I would like to thank all you kind-hearted students and well-wishers for supporting me at this time of the hour. God bless all of you for your support”.

Hemanand Search

HemanandT, a BITSian went missing since Apr 22, 2019. This is the first such case since the 70s and the BITSian community is deeply saddened by the incident. BITSAA along with BITS Pilani joined hands withHemanand’s family in the hour of need. We connected with top officials in the Police Dept. of Rajasthan to extend all support to findHemanand. A private investigator was hired to continue thesearch.
Unfortunately, we did not receive many leads and the investigation continues. As a next step, missing person notice is being posted in local newspapers in Rajasthan announcing 1 lakh INR reward. A fundraiser was started to support the award as well as investigation expenses.
Sincere thanks to the entire BITS community who contributed for the fundraising initiative and offered to help in various capacities. Special thanks to VC Prof. Souvik Bhattacharyya, Prof. Arya Kumar (‘72 batch & Dean, BITS Pilani), Pradeep Sethi (‘72), Anupendra Sharma (‘87), Sanjay Khendry (‘82), Janga Srinivasa Rao (‘82) and Mukesh Chatter ('73) for constantly being in touch with the family and driving the efforts inHemanand'ssearch.

Tuition Support for BITS Dubai student

A BITSian well-wisher came forward to support a BITS Dubai student (leaving both names anonymous as per request) who had a tough time paying fees for the final semester. The said student's father who was the only earning member of the family lost his job along with a series of unfortunate events both on personal and health levels. With a huge responsibility lying on the student's shoulders, the person was in dire need of financial support. With the help of the BITS administration and the anonymous BITSAA donor, the student was able to complete his degree and land a job via Practice School.

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In the student's own words: 'I will forever be grateful for the role that the BITSAA family played in helping me get to where I am today. If it weren't for your help - having arranged the funds for me in the time of need - I wouldn't have had the shot to get to where I am today. In fact, it is only because of BITSAA's help that I got to continue with the semester.'

Want to help? Here's how you can!

If you are aware of cases of BITSians in emergencies , or BITSians who would need help please write to us at emergency[at]bitsaa[dot]org. We will consider the case and see how BITSAA network could be of help. As a disclaimer, BITSAA may not be able to help in every case and considering a case is the decision of the OOBI committee based on the guidelines.