The cheese was previously wrapped in black and given the name "Coon" as a joke, he said. 'I don't know a single Indigenous Australian who is offended at all by milk being called 'Smarter White',' she told Daily Mail Australia. In July, Dr Stephen Hagan convinced Canadian dairy giant Saputo to axe an 85-year-old moniker, named after American cheese ripening pioneer Edward William Coon, because of its racist connotations. Play it now. 'I'd advise anyone who chooses to be offended by such a ridiculous proposition to assess their priorities,' she said. 'Should we cut off the beaks of cockatoos to make sure the black beaks aren't offensive to the white of the cockatoo?'. Saputo announced in July last year it was changing the name after academic and anti-racism campaigner Dr Stephen Hagan called for a rebranding. The new name has not yet been announced, but Saputo said it would align with "current attitudes and perspectives". Dr Hagan believes the move to bring about the changes have been inspired in part by the global Black Lives Matter protests and demonstrations. Coon Cheese is to be rebranded in Australia to Cheer after a campaign by activists against the word's racist connotations. The comments below have been moderated in advance. Dr Stephen Hagan, has spent the past two decades lobbying to have the brand name changed as the word ‘coon’ is a derogatory slur against people of colour. Peter Russell-Clarke, a former ABC-TV chef who fronted Coon commercials during the early 1990s, last month slammed Saputo's decision to kill off the cheese name that debuted in 1935 under Kraft and the Fred Walker food company. Coon's owners, dairy products company Saputo, confirmed the change Friday after being written a letter of complaint in June by activist Stephen Hagan, who has been fighting for 20 years to have the name changed. ... Coon cheese. "After thorough consideration, Saputo has decided to retire the COON brand name.". There was also a prudent commercial motive, he said. Stephen Hagan fought for 21years to change the brand that its Australian manufacturers said was named after Edward William Coon, who patented the ripening process for the original product. Some have welcomed the move while others have voiced their anger on social media. ‘We would like to have contributed.’ "I said that the cheese brand was offensive, I said that it demeans people of colour," Dr Hagan told the ABC on Friday. "I said that it was unacceptable as a brand in 2020.". The former diplomat and academic, who now works as a social justice consultant, has suggested Pauls's French parent company Lactalis consider replacing the 'Smarter White' label, which has been used to sell low-fat milk since 2002. Stephen Hagan (born 1959) is an Australian author and anti-racism campaigner. Credit: Hannah Paulsen Dr Hagan is not sure what the new name, Cheer, stands for. "We wanted to ensure we listened to all the concerns surrounding the COON brand name, while also considering comments from consumers who cherish the brand and recognise the origin of its founder Edward William Coon, which they feel connected to. Mr Latham, a former federal Labor leader, isn't the only critic of corporate political correctness. An indigenous rights activist who succeeded in having the Coon cheese brand scrapped wants Pauls to consider renaming its 'Smarter White' milk. Hagan said after Friday’s announcement he was looking forward to visiting the dairy section of a supermarket and not having to see the word Coon on the shelf. 'Indigenous Australian have far greater issues to be concerned with than the name of a brand of cheese named after its founder or what's written on a carton of milk.'. That change can’t come soon enough for Indigenous activist Stephen Hagan, who has lobbied for Coon’s retirement from the Australian market for more than two decades. 'There's a lot of Aboriginal people who take offence, who don't drink that milk because of the interference that it's 'smarter white'.'. "Tomorrow is another day, you got to look at another social ill that needs to be addressed," he said. READ MORE: Coon Cheese announces rebrand after 85 years While the sandwiches and toasties melted in our mouths, something else was harder to swallow. Dr Stephen Hagan, who succeed in having the Coon cheese brand scrapped, now wants Pauls to rename its Smarter White milk An indigenous rights activist who succeeded in having the Coon cheese brand scrapped will now campaign for Pauls to rename its ‘Smarter White’ milk. Dr Stephen Hagan has never accepted the company's version of the name's origin. 'I think it's ridiculous,' he told Daily Mail Australia. That lead to it becoming known as "Red Coon," according to Saputo's website. This service may include material from Agence France-Presse (AFP), APTN, Reuters, AAP, CNN and the BBC World Service which is copyright and cannot be reproduced. And so it came to be that Coon’s owners, Saputo Dairy Australia, eventually acquiesced and this week announced they would change the name from Coon … ', 'If enough people want to bring it to my attention, I'm happy to write a letter to the owners of Pauls and say, 'Look, will you consider changing the name?'.'. 'Surprised the mob haven't cancelled my favourite milk,' he said on Facebook. He had the Coon name scrapped. Hours earlier, Mr Latham has posted an image of a popular Pauls diary product to take a dig at left-wing, cancel culture activists. Activist who lead campaign to change ‘Coon’ name is reportedly disappointed Stephen Hagan wishes the company consulted with the Indigenous community "One of our basic principles as an organisation is to treat people with respect and without discrimination and we will not condone behaviour that goes against this," the Canadian company said in a statement. Dr Hagan said 'these enlightened times' of the Black Lives Matter movement meant a name change was 'worthy of consideration'. The real history of Australia's COON Cheese and the campaign to remove a slur as the brand name. We are no longer accepting comments on this article. In 2001, Hagan filed a complaint with the Advertising Standards Bureau after an advertisement for Coon cheese was broadcast during the Academy Awards. Dr Stephen Hagan told The Daily Mail that the brand name insinuated it was for “for smart, white people, not for smart, black people”. Dr Hagan last month convinced Canadian dairy giant Saputo to axe an 85-year-old moniker, named after American cheese ripening pioneer Edward William Coon, because of its racist connotations, Indigenous Alice Springs town councillor Jacinta Price described the call to rename Smarter White milk as 'utter nonsense'. Edward William Coon patented a … 'Are we going to change the name of the raccoon, do you think? EXCLUSIVE: Groundbreaking Aussie TV chef who was the face of... Coon cheese is dead: Foreign owners kill off controversial... Farm Heroes Saga, the #4 Game on iTunes. Although Saputo eventually caved in, promising to rename the cheese in due course, it still wasn’t good enough for Dr Hagan. He said any boycotts of Coon by people who were against the renaming would not likely have much of an impact on Saputo. Authors Dr Stephen Hagan and Destiny Rogers describe the official brand histories as ‘compiled by someone who thought they were making a cheddar. Dr Stephen Hagan, has spent the past two decades lobbying to have the brand name changed as the word 'coon' is a derogatory slur against people of colour. Dr Stephen Hagan campaigned for decades for the Coon cheese brand, which he considered racist, to be changed. For some fashion and beauty brands, attempts to show solidarity with the #BlackLivesMatter movement on Instagram have backfired in a major way. In an article published in The First Nations Telegraph in 2014, Dr Hagan said his research showed Edward Coon was an uneducated Russian immigrant who worked as a factory hand and the patent was launched in his name 10 years after the cheese was being sold. The views expressed in the contents above are those of our users and do not necessarily reflect the views of MailOnline. The soy milk drinker said lots of Aboriginal people had raised the matter with him. 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Dr Stephen Hagan, an Aboriginal activist who campaigned for 21 years to rename the cheese brand Coon, lodged the complaint against Mattel with the Australian Human Rights Commission. "If I didn't make a stand, we would still be eating Coon cheese in another 20 years' time," he said. Mom-of-two Lara Trump shows off her incredible abs while relaxing with drink on the lawn at Mar-a-Lago as husband Eric goes fishing, Nearly one in five of the more than 140 MAGA rioters charged so far in the Capitol siege has served in the military,  report finds, US judge denies Parler's bid to have web services immediately restored by Amazon, keeping social site offline, but doesn't dismiss claim altogether, 'She is so DONE!' One Nation leader Pauline Hanson, claims that Mr Hagan’s response is the prime example ‘why you never bend the knee to the PC mob’. In July, Dr Stephen Hagan convinced Canadian dairy giant Saputo to axe an 85-year-old moniker, named after American cheese ripening pioneer Edward William Coon, because of its racist connotations. Stephen Hagan has spent the better part of 20 years complaining that he couldn’t go to the supermarket without being racially abused by the dairy fridge. An indigenous rights activist who succeeded in having the Coon cheese brand scrapped will now campaign for Pauls to rename its ‘Smarter White’ milk. ... Dr Hagan lobbied Coon cheese’s various owners for more than two decades to change the brand name. (ABC News: Rick Hind)Cheese name was a racist joke. Why does it need to put the 'white' in there? Russell-Clarke said Coon's owners should be more concerned about maintaining the quality of their cheese than ditching an 85-year-old name to 'suit the whim of the time'. Ms Price, who ran as a Country Liberal Party candidate at last year's federal election, said affluent activists 'whose lives are easy' were inventing issues to feel like victims instead of addressing family violence and sexual abuse in Aboriginal communities. But Dr Hagan said the name had purely racist meanings. Edward William Coon patented a process used to manufacture cheese in the US in 1926. The 'extremely, extremely vividly detailed' song that just might take out the Hottest 100, Couple battling COVID-19 marries on the ward in UK hospital, Senate gives former US president's defence team two weeks to file impeachment briefs, Former martial arts instructor tells rape trial accuser initiated sex on day of cancer diagnosis, Police left traumatised by lethal confrontation with parolee who stabbed his partner 16 times. Coon Cheese has finally announced its new name after advocates argued the brand could be interpreted as racist. Pauls's French owner Lactalis declined to comment. 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The brand's website says the cheese was first manufactured in Australia in November 1935 and was wrapped in "traditional red waxed cloth". THE INDIGENOUS activist who forced Coon Cheese out of Australian fridges now wants Paul’s to stop producing “Smarter White Milk” because it is offensive to Aborigines. "They made $15 billion in the last financial year," Dr Hagan said. Stephen Hagan, the Aboriginal activist and social pest who uses race to ameliorate self importance in his own mind is not the sharpest knife in the drawer and his supreme stupidity to expunge the word “Coon” from Coon Cheese was always guaranteed to cause trouble. 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(Supplied: Stephen Hagan)"I received numerous letters from old cheesemakers in … By Stephen Johnson For Daily Mail Australia, Published: 04:02 EST, 3 August 2020 | Updated: 22:36 EST, 3 August 2020, Dr Stephen Hagan, who succeeded in having the Coon cheese brand scrapped, now wants Pauls to rename its Smarter White milk. Thanks to Darwin race activist Stephen Hagan, I now understand that Coon Cheese is racist because the word “coon” has sometimes been used as a derogatory name for Aborigines. New South Wales One Nation leader Mark Latham described the campaign as idiotic and pondered as to whether cows would have to be killed for producing white milk. Indigenous activist Dr Stephen Hagan has said he has copped abuse today after it was announced Coon cheese would be renamed. 'A lot of people have raised it with me: they asked the question about the Smarter White milk - 'Why couldn't it just be Smarter Milk? Aboriginal activist Stephen Hagan has revived his dispute with Saputo Dairy Australia to rename Coon cheese three months after they agreed to “retire” the name he deems has racist connotations. Biden signs divisive executive order pushing schools to include transgender athletes in girls' sports - causing critics to declare that the new president is 'erasing women', No Diet Coke break for Biden! Watch stony-faced Melania refuse to stop and pose for cameras after leaving the White House, Jill Biden reveals she taught a virtual class on the eve of her husband's inauguration as she makes her solo debut as First Lady in Zoom meeting with fellow teachers, Did The Simpsons PREDICT Kamala Harris's vice presidency? We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the lands where we live, learn, and work. 'Evidence of the inconsistencies and hypocrisy of cancel culture where evil snowflakes randomly select their next victim.'. ‘We weren’t even consulted on names,’ he said. The name change for Coon Cheese has divided public opinion in Australia. Dr Hagan said he had several other ongoing fights, including to change racist place names and landmarks. The near-century old Australian-made Coon cheese will be renamed after the brand's owners acknowledged the racial overtones of the label. Hours earlier, New South Wales One Nation leader Mark Latham has posted an image of a popular Pauls diary product to make a dig at left-wing cancel culture activists, 'Kill all the cows for producing white milk? 'Aboriginal people are saying that there's an inference that it's for smart, white people, not for smart, black people,' Dr Hagan told Daily Mail Australia. Stephen Hagan fought for 21 years to change the brand that its Australian manufacturers said was named after Edward William Coon, who patented the ripening process for the original product. 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