New Orleans rap legend Master P hopes to make room for a new face on grocery store shelves from a Black-owned brand.
In his latest food venture, Master P, whose real name is Percy Miller, launches a new line of “Uncle P’s Louisiana Seasoned” products to add diversity to store shelves while helping to change the narrative around Black-owned brands.
Miller’s new line of packaged food products includes rice, beans, grits, pancake mix, syrup and oatmeal.
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My partner and I, James Lindsey, created PJ Foods Company to give the world a taste of Louisiana’s authentically seasoned white rice, yellow rice, brown rice, dirty rice, and red beans and rice, while adding diversity in the packaged food shelving space. We are opening the doors for other black-owned companies to produce their own products and brands to change the narrative.
According to a report by CNN, the rapper and entrepreneur said he always assumed brands like Aunt Jemima and Uncle Ben’s were Black-owned until the brands made changes to their controversial logos promoting harmful racial stereotypes in response to the Black Lives Matter movement.
“When you look at Aunt Jemima and Uncle Ben, a lot of those products are mockeries of African-American people and couldn’t even feed our communities. With Uncle P, the more we make, the more we give. And the only way to give is by owning these products,” Miller said in the article.
The Uncle P’s brand will also give back to Black communities through several avenues. A portion of the brand’s profits will go towards educating inner-city kids and assisting elderly people in Black communities across the United States.
Miller told CNN he also wants to “create more job opportunities with upward mobility for Black people” and to use a portion of the profits toward real estate development in Black neighborhoods.
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The entrepreneur told CNN that he had always assumed brands like Aunt Jemima and Uncle Ben’s were Black-owned. It wasn’t until recently, when some brands began to be phased out for perpetuating harmful racial stereotypes, that he learned about their problematic histories — and decided to do something about it. His new line of “Uncle P’s Louisiana Seasoned” food products includes rice, beans, grits, pancake mix, syrup and oatmeal. A portion of the profits will go towards educating inner city kids and assisting elderly people in Black communities across the United States. “When you look at Aunt Jemima and Uncle Ben, a lot of those products are mockeries of African-American people and couldn’t even feed our communities. With Uncle P, the more we make, the more we give. When you doing right, blessings keep coming! No idea is a whack idea. Get you some product @askfly1
After decades of making music, the mogul has increasingly shifted his focus towards entrepreneurial ventures in the food industry.
In December 2019, Miller released a new ramen noodle brand called “Rap Noodles” featuring Louisiana-influenced flavors. Prior to that, the businessman also launched Rap Snacks — a popular potato chip brand with flavors tied to popular rap stars.
In 2019, Master P also opened a restaurant called Big Poppa Burgers on the Westbank of the New Orleans area in Harvey, La.
In a recent interview with FOX 8 News, Miller told reporter Rob Krieger he hopes his next chapter in the business world leaves a lasting legacy that inspires future generations just like his music.
“The only way as African-Americans and minorities, we have to own product. Product outweighs talent. Product will be here even when we’re not here,” Miller said in the interview.
Uncle P’s products are currently available at grocery stores across the country.