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“It’s a great move,” said Adrienne Keene, a professor at Brown University, author of the popular Native Appropriations blog and citizen of the Cherokee Nation. “It makes me really happy to think that there’s now going to be an entire generation of folks that are growing up without having to see that every time they walk in the grocery store.” But Keene thinks the company missed an important opportunity in not explaining why they removed the image of the Indian maiden from their brand. “It could have been a very strong and positive message to have publicly said, ‘We realized after a hundred years that our image was harmful and so we decided to remove it,’” Keene said. “In our current cultural moment, that’s something people would really respond to.”

I believe the company has good intentions, and is run by people who do not want to be racist or to create racist contributions to culture. Nevertheless, the company made a cultural contribution that was predicated on racist ideas. It's particularly egregious to trade in racist ideas when it's not for artistic purpose or to comment on society, but to sell a product. Therefore, the most helpful thing I can do is to help them fix the broken process within their company that produced this unfortunate result.