In 1995, I mailed a customer service letter to the Quaker Oats Corporation regarding Aunt Jemima Syrup. As with all my consumer letters, I used my alias Leo “Ersatz” Lobo.
Letter sent to Quaker Oats: (mailed January 20, 1995)
Dear Quaker Oats,
Ever since I was a little boy, I’ve loved Aunt Jemima syrup. I like looking at her face on the bottle and think she’s very pretty. How come you don’t show a new picture of Aunt Jemima? Is she dead? She can’t be that old. I understand people get insecure about their looks when they get older. I’d love to see a recent picture. I promise I won’t show it to anybody. Could you please send me a current photograph of Aunt Jemima. It would make me happy. Also, can you tell me if Jemima is her first or last name?
Sincere Regards,
Leo “Ersatz” Lobo
Letter received from Quaker Oats/Consumer Affairs Center (mailed February 6, 1995)
Dear Mr. Ersatz Lobo:
Thank you for contacting us.
Let me start by saying that there isn’t now and there never has been a real Aunt Jemima. The Aunt Jemima Pancake Mix was originally created by Chris L. Rutt in St. Louis. He wanted the name to reflect the festive spirit long associated with pancakes. One evening in 1889 he attended a local vaudeville show and got the idea for the product name. In fact, there was a New Orleans style cake-walk dance to a tune called “Aunt Jemima.” Thus, the first ready-mix, Aunt Jemima, was born. The Aunt Jemima Manufacturing Company became part of The Quaker Oats Company on January 15, 1926.
Nancy Green portrayed the first Aunt Jemima. She played the role magnificently and gave a real personality to this trademark. Both her love for people and her Kentucky background were invaluable in this role. She demonstrated pancakes so efficiently at the Chicago World’s Fair in 1893 that the fair officials awarded her a medal as Pancake Queen. She lived on Chicago’s South Side. Nancy Green’s time as Aunt Jemima took place prior to Quaker’s acquisition of this product.
Through the years, other women have acted the part of this famous trademark but, let me repeat, there never was an Aunt Jemima. The picture on the package is not really a picture at all; it is an artist’s conception of Aunt Jemima.
If you’d like additional information, a good reference would be BRANDS, TRADEMARKS AND GOOD WILL. This book is published by McGraw-Hill and written by Arthur F. Marquette. You will probably find a copy in your public library.
We hope this information will be helpful. Thank you for your interest.
Sincerely,
Colleen Gettings/Consumer Response Specialist
Second Letter sent to Quaker Oats: (mailed February 15, 1995)
Dear Ms. Gettings,
I’m confused. You wrote there “never has been a real Aunt Jemima” and then you wrote about a song called “Aunt Jemima.” Who was the song about? The songwriter must have an Aunt Jemima somewhere whom he loves dearly. Why else write a song about her?
You also wrote the Aunt Jemima picture on the syrup bottle is “not really a picture at all” but an “artist’s conception of Aunt Jemima.” The artist must have had a live model used as inspiration for the illustration. Was that model the actual Aunt Jemima? If not, who was it? And where is she?
Please clarify the above questions. The tension is driving me crazy.
Sincere Regards,
Leo “Ersatz” Lobo
**Quaker Oats did not reply to my second letter.