Months from when it announced that it will be rebranding COON cheese due to the insensitive nature of the brand name possibly offending certain races, Saputo Dairy has announced the renaming of its product to CHEER cheese.
In a statement, the company said it wished to be seen as being part of “a culture of acceptance, inclusion and respect”.
The originally named COON cheese had been operating in Australia for over 85 years, and took its moniker from American cheese processor, Edward William Coon.
The name ‘Coon’ has been deemed as a racial slur against people of colour, most notably Aboriginals, for decades, with critics having long called for the brand to change its name.
“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,” said Lino A. Saputo, chair and chief executive officer at Saputo Dairy.
“Our decision to change the name of Australia’s much-loved cheese reinforces this commitment to build a culture of acceptance, inclusion and respect where everyone feels a sense of belonging.”