Dixie Elixirs Will Rebrand Due to Painful Historical Context

The Dixie Elixirs brand in Colorado — one of the cannabis industry’s most established edibles brands — announced it would change its name to drop the historically racist term “Dixie.”

Full story after the jump.

Dixie Brands announced this week it will change its name in solidarity with the anti-racist movement that has gripped the U.S. in recent weeks. The company announced the name change on its website and social media platforms.

“The Dixie Elixirs brand was founded over 10 years ago as a pioneer in the cannabis industry,” reads the company’s official statement.

“Recently, the national conversation about racism and injustice has focused our attention to the pain the Dixie name can cause due to the historical context of the word. We stand shoulder to shoulder with the Black community, and we stand firmly against racism and injustice. To stay true to these values, we have decided to change our name.” — Dixie Brands official statement

The word “Dixie” has been criticized by civil rights advocates for decades as a glorification of historical racism. The term is frequently used to describe the southern U.S. states, which in particular are marred by painful memories of the Civil War that was waged in part due to white enslavers’ unwillingness to give up slave labor.

Dixie Brands is not the first entity to ditch the word: popular country-pop band The Dixie Chicks announced last week it would drop the word “Dixie” from its name.

The company says it has not yet picked out a new name but suggestions and feedback are welcome and should be emailed to community@dixiebrands.com.

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