Denver, Colorado-based edible juggernaut Dixie Brands launched an announcement that the corporate will rename itself, thus distancing itself from the phrase “Dixie” and its connection to hateful beliefs of the previous, particularly slavery.
The reasoning behind the name-change is overtly evident, judging by present occasions: Monuments and symbols linked to the Confederacy and different sponsors of slavery are being yanked from their pedestals within the wake of a brand new dedication to honoring solely the honorable. Even the Mississippi flag will drop its 126-year relationship with Confederate flag imagery embedded in its design.
Growing past the US, the refrain of disapproval thunders loud and clear as additionally statues of slavery proponents starting from Stonewall Jackson in Richmond, Virginia to Robert Milligan in London, England are toppled on the behest of historically-sized crowds.
So why did the Dixie Chicks, Dixie Brewing Company, and probably Winn-Dixie grocery stores and Dixie State University in Utah resolve to drop the identify “Dixie”? The reply lies within the phrase’s simple connection to states that allowed slavery—as Americans are reevaluating many different moral issues with the phrases we generally use.
“Dixie” derives its name from the Mason-Dixon line—dividing free states from slave states—and is synonymous with the South and to some, Southern pleasure. While “Dixie” has held different varied meanings corresponding to ten dollar bill notes in early Louisiana—its connection to the Confederacy, and the slavery the Confederate States Army fought to protect, can’t be ignored in knowledgeable dialog.
Dixie Brands took a fiscal leap of religion and introduced its determination to drop the identify from its branding as properly. In a statement on the favored edible model’s web site, the corporate set the document straight on its staff’s beliefs about racism and injustice.
“Recently, the national conversation about racism and injustice has focused our attention to the pain the Dixie name can cause due to the historical context of the word. We stand shoulder to shoulder with the Black community, and we stand firmly against racism and injustice,” Dixie Brands said on its website. “To stay true to these values, we have decided to change our name. As we make this change, we will listen carefully to our community, our customers, and our employees. While this change will take time, we are committed to implementing it as soon as possible. We hope this change is a small step forward for a more just and equal world.”
An Instagram post additionally confirmed the corporate’s plan for a makeover.
Dixie Brands outlasted scores of different hashish edible startups and firms in a famously difficult business. Ten years within the enterprise have solidified its foothold within the cannabis-infused merchandise market. Once a humble cannabis-infused edible line, Dixie Elixirs, the model ultimately expanded into six states and thus grew to become a family identify for hashish customers throughout the US.
Time for a Name-Change
Dixie Brands CEO Chuck Smith wrote his own explanation in regards to the model’s plans to rename and rebrand.
Smith admitted that the “change will take time,” however emphasised that his firm is dedicated to forming a brand new model identification. Smith indicated that present packaging will proceed to be distributed till the corporate settles on a brand new identify and might roll out the brand new packaging.
Dixie Brands will probably be accepting options for a reputation change by way of an organization electronic mail handle. As of early July, there are not any names but that the corporate has agreed upon.
But for now, you possibly can nonetheless discover Dixie Brand merchandise, as is, the place they’re usually offered. “The Dixie products you know and love will continue to be available at all leading dispensaries until the new brand and packaging gets to market,” Smith wrote. “Thank you for all your support and we will keep you posted every step of the way.”
Dixie Brands’ new identify stays a thriller as the corporate accepts options from the general public on methods it could rebrand. While Americans wildly disagree on whether or not or not phrases related to the Confederacy needs to be dropped—it’s clear that the phrase “Dixie” conjures undesirable detrimental emotions for a lot of people.