Money First Aunt Jemina, now Uncle Ben’s: Rice brand plans to ‘evolve’ and change ‘visual brand identity’ June 17, 2020 Kelly Tyko, USA TODAY Comments Off on First Aunt Jemina, now Uncle Ben’s: Rice brand plans to ‘evolve’ and change ‘visual brand identity’ The owner of Uncle Ben's rice announced it planned to make changes to its "visual brand identity" and help "put an end to racial bias and injustices."