The owner of Coon Cheese gave an interview in which he defended his company’s decision to change the name to “Cheer Cheese”. Although there were lots of complaints about the company’s old name, now, some people on the internet are criticizing the company’s decision to rebrand. The racism claims have sparked a rethink, forcing the company to change its name.
Lino A Saputo, the Chair and CEO of Saputo Inc, the Canadian dairy company that owns Coon Cheese, said that the change was necessary, although it was hard to decide on such a move because the brand was popular in Australia.
He added:
“Although we’ve only owned it since 2015 it was important for us to understand that name did not please other consumers.”
Some Australians are unhappy with the rebrand, stating that the company was named after a cheese processor Edward William Coon. Mr. Saputo said that the brand’s consumers were mostly activists and the company has to think of them.
He added:
“You want to have a culture that is fully inclusive, where everyone feels like they’re accepted, where everyone feels like they’re respected. We thought there was no harm in changing the name. In fact, a real plus, a real benefit to our consumers.”
Australian actor Josh Thomas and Aboriginal activist Stephen Hagan said that the company’s name was “racist” on Twitter. Since then, more and more activists have started demanding the rebrand.
Mr. Saputo said:
“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.”
To defend his company’s recent change of name, Cam Bruce, the company’s Commercial Director, stated that Cheer Cheese “is a cheese for everyone, and we trust our valued consumers and those who are new to our products will embrace this new name”.
He added:
“We want to stay true to the brand values,” Mr. Bruce said. “CHEER Cheese is the same recipe that millions have come to love and will continue to grow up with, for generations to come. We remain committed to our Australian farmers who continue to produce high-quality milk that goes into all of our products, including CHEER Cheese.”
Despite the response from the company’s leaders, the Australian public is still displeased and people are sharing their criticism on social media regularly.
Source: https://www.news.com.au/finance/business/retail/no-harm-in-changing-the-name-coon-cheese-owner-explains-the-meaning-behind-name-change/news-story/f27e1e17f3b04759720761479c9b6050
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