Master P is a man of many talents, with over a dozen albums under his belt and nearly 50 acting credits to his name. As a businessman he started his own label, No Limit Records, as well as supported philanthropic causes such as the Los Angeles Children’s Hospital, Food on Foot, and It’s Time Kids. Now Master P, real name Percy Miller, has stepped into the food business by launching his own line of products dubbed Uncle P’s.

ice cream
ice cream

The brand launch comes in response to recent criticisms levied against iconic product lines Aunt Jemima and Uncle Ben’s, which many feel promote racist stereotypes. Instead, Uncle P’s will provide quality “Louisiana Seasoned” pancake mix and syrup, grits, rice, beans, and oatmeal with a positive and realistic depiction of Black people.

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In addition to the positive imagery of the product, it is also heavily tied to the rapper’s philanthropy. Not only is the company minority owned, but Master P has pledged to donate a portion of the proceeds to inner city youth education as well as assisting elderly people in Black communities.

“When you look at Aunt Jemima and Uncle Ben, a lot of those products are mockeries of African-American people and couldn’t even feed our communities,” Master P told CNN. “With Uncle P, the more we make, the more we give. And the only way to give is by owning these products.”

In addition to helping inner city youth and the elderly, Master P said that he would like to also use a portion of the proceeds to develop real estate in Black neighborhoods.

“Right now we’re burning down our blocks and our communities while protesting injustice, but if we are able to own products and put money back in our community, we could buy those blocks back instead of burning them down,” he said.

Watch Master P introduce Uncle P’s in the video below, and look for the products in your local grocery store.

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