Chairman Ben

In an effort to recast its racially charged icon, Uncle Ben's rice has revived the 1940s-era character in the new role of chairman of the company. Ben remains in bow tie and without a last name. "'It’s nice that now, for the 21st century, they’re saying this icon can "own" a company,' said ad executive Howard Buford, 'but they’re going to have to make him a whole person.'"