The name makes perfect sense.  Casting about for a rebranding of Aunt Jemima pancakes… a slew of executives… a bevy of branding experts and an armada of analysts… held focus groups… saved spreadsheets … and a million powerpoints later… the an landed on the new name… Pearl Milling Company Syrap.

Like their pancakes… the name's a mouthful.  

Pearl Milling Company.  According to the newly minted legend… Pearl Milling Company was tthe Mill in St Joseph, Missouri.  where self-rising pancake batter was first created.  

Aunt Jemima’s portrait is gone from the box and bottle.  Replaced by a quaint sketch of an old stone mill and waterwheel.

It’s supposed to make you think down home thoughts of earnest bakers… grinding the grist by the sweat of their brow.  When actually Aunt Jemima is owned by Quaker Oats… which is owned by Pepsi.  Which is a 192 billion dollar company.

On twitter today… pancake fans have come up with 192 billion reasons the name… stinks.

Pearl Milling.   Sounds like a gravel mining company.  Here’s a nother … sounds like something owned by a James Bond Villain.  Boring and Forgettable.  I’m switching to Mrs. Butterworth.

Somebody thought Pearl Milling was a good name.  I hope that somebody checked… on the name because there are at least two African American women in America named… Pearl Milling.

Somewhere Mrs. Butterworth is laughing her cap off.

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