Coon Cheese unveils new name after racism concerns

It’s the end of an era for Australia’s iconic Coon Cheese, with the makers of the cheese finally revealing it’s brand new name.

From July, the popular Dairy product will be known as “Cheer Cheese”.

It comes following years of campaigning from Indigenous Australians, including Aboriginal activist Dr Stephen Haganthe, who claimed the name was racist.


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Coon’s Canadian parent company Saputo confirmed the name change in a statement on Wednesday.

“The name Cheer has the significance of pleasure and joy,” Saputo’s chief executive Lino Saputo said.

“We took some time to think about this, we wanted to do the proper due diligence and consulted with different focus groups and we narrowed it down to three to five names and resoundingly consumers thought this was the right reflection of what we’re bringing for families.

“There’s a lot of joy and happiness in it.”

The company announced plans to ditch the name six months ago writing “After thorough consideration, Saputo has decided to retire the Coon brand name.”

“We believe we all share in the responsibility to eliminate racism in all its forms and we feel this is an important step we must take to uphold this commitment.”

Coon cheese was originally named after its founder, American Edward William Coon, who died in 1934.

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This will be the death of the brand!
Will just become another so called brand that pops up way to often.
Business is as soft as the cheese it sells.

Ridiculous. The press win again to regulate our lives

Edward Coon wasn’t the founder. He merely invented the process they used to make their first cheese, the Coon process, hence the name. Since then they have been using the name for all sorts of different cheeses that didn’t use the Coon process so they could hardly keep justifying their use of it. I don’t find the name Coon triggering but I’m white, I have the privilege of not having been subjected to racist slurs. I do, however, empathise with those who find it triggering and unacceptable and congratulate the company for finally changing the name, however belatedly.

Listen to yourself

Lorraine you’re a moron

I will never purchas there brand again. The name Coon is as racist as a black coal, black car. The stupidity goes on.
Coon cheese is named after its American creator, Edward William Coon (1871–1934) of Philadelphia, who patented a method, subsequently known as the Cooning process, for fast maturation of cheese via high temperature and humidity.

For Australian market I would have went with ” Cooee ” for a name change, easy to market the name change down under and true blue.