A boycott of Green Giant brand vegetables has resulted in executives exploring a change in the company’s name and iconic Jolly Green Giant mascot. The move is the latest in a series of food industry steps to be more culturally sensitive.
“We now realize our branding has affected some people in a negative way and, for that reason, we have decided to seek a new direction,” said director of marketing Jack McGee.
The boycott was led by Dr. David Banner, who is white, but says he sometimes identifies as a green person. “I think we all have a little green in us from time to time,” Banner said at a Tuesday press conference.
When asked what sparked the movement, Banner said the stereotype that all green people are gigantic with limited vocabulary initially angered him. “And you wouldn’t like me when I’m angry,” he added.