Introduction
In June 2025, Kroger, one of America’s largest grocery chains, faced significant backlash after a TikTok video by user @blaq.monalisa went viral, exposing poorly decorated Juneteenth cakes at its Atlanta, Georgia store on Howell Mill Road. The video, which garnered over 7 million views and 850,000 likes, highlighted cakes with minimal decoration, sloppy piping, and phrases like “FREE” and “Free @ Last,” which many deemed insensitive to the historical significance of Juneteenth. This incident sparked widespread criticism and raised important questions about how retailers should approach cultural holidays. This article explores the controversy, its broader implications, and how retailers can better engage with cultural moments like Juneteenth.
The Incident: A Viral Critique of Kroger’s Juneteenth Cakes
On June 17, 2025, @blaq.monalisa posted a video titled “I am done with Krogers,” expressing frustration over the Juneteenth cakes displayed in the bakery section of Kroger’s Howell Mill Road store in Atlanta. “This is some bulls**t,” she said, contrasting the store’s well-decorated birthday cakes with the “ugly” Juneteenth offerings (Today). The cakes featured phrases like “June 19 FREE,” “Free @ Last,” and “FREE,” with the latter referencing Dr. Martin Luther King Jr.’s iconic “I Have a Dream” speech. Many viewers felt the designs trivialized Juneteenth, a federal holiday commemorating the emancipation of enslaved African Americans on June 19, 1865.
Public reaction on social media platforms like X and Reddit was swift and critical. Comments described the cakes as “lazy,” “tone-deaf,” and a “mockery,” with some users on X stating, “Free @ last is just insane 😭😭😭😭” and others on Reddit’s r/cakefails suggesting the designs resembled “welcome home from jail” cakes (Daily Mail). Some speculated that the poor decoration stemmed from untrained staff, while others saw it as a lack of cultural understanding. In a follow-up video, @blaq.monalisa confirmed the cakes were removed but expressed disappointment that Kroger did not replace them with better Juneteenth-themed products (The Mary Sue).
Kroger responded promptly, stating to Newsweek, “The cakes and cookies that were featured in the video were inconsistent with our provided guidance and not of the quality we would expect to see from our stores. The products have been removed, and we’ve addressed this directly with the store teams and the customer who took the initial video.” While the company’s quick action mitigated some damage, the lack of a public commitment to policy changes left some critics unsatisfied.
| Detail | Information |
|---|---|
| Location | Kroger on Howell Mill Rd, Atlanta, GA |
| Platform | TikTok |
| Poster | @blaq.monalisa |
| Video Views | Over 7 million |
| Video Likes | Over 850,000 |
| Cake Descriptions | Minimal decoration, sloppy piping, texts like “Free @ Last,” “June 19 FREE,” “FREE” |
| Public Reactions | Disappointment, accusations of insensitivity, calls for better representation |
The Cultural Significance of Juneteenth
Juneteenth, celebrated annually on June 19, marks the day in 1865 when Union soldiers arrived in Galveston, Texas, to enforce the Emancipation Proclamation, freeing enslaved African Americans in the westernmost part of the Confederacy (Wikipedia). Recognized as a federal holiday in 2021 by President Joe Biden, it has long been celebrated in African American communities with traditions like red foods (e.g., red velvet cake, watermelon) symbolizing resilience and joy. However, the commercialization of Juneteenth has sparked debates about cultural sensitivity, as retailers attempt to engage with the holiday through themed products.
The Kroger incident is not an isolated case. In 2022, Walmart faced backlash for its Juneteenth-themed ice cream, accused of profiting off the holiday without supporting Black-owned businesses (CNN). Similarly, the Indianapolis Children’s Museum drew criticism for offering a “watermelon salad” during its Juneteenth celebration, seen as perpetuating racist stereotypes. These incidents highlight the risks of missteps when retailers fail to approach cultural holidays with care and context.
Expert Insights: The Need for Cultural Competence
Marketing and diversity experts emphasize the importance of cultural competence in retail. Dr. Stephanie Leonard, a marketing professor at the University of Colorado Boulder, argues, “Corporations should not profit off marginalized groups’ culture without a track record of support. It’s tokenism to rely on one or two Black employees for decisions” (CNN). She recommends appointing a Black-led committee to educate on Juneteenth and guide product development.
Lauren Tucker, a diversity, equity, and inclusion consultant, criticizes major corporations for not giving Juneteenth the thought it deserves, comparing their efforts to “checking a box.” She notes, “Selling red foods without context perpetuates pain and shows a lack of understanding,” and suggests companies bring in independent consultants and survey their customer base before launching such products (CNN). Amara Enyia, a former Chicago mayoral candidate, calls Juneteenth product lines “tone deaf” and “devoid of any real impact,” urging companies to reexamine hiring and promotion practices for inclusivity (CNN).
These insights underscore the need for retailers to engage authentically with cultural holidays, ensuring products and campaigns reflect a deep understanding of their historical and cultural significance.
Positive Examples: Respectful Engagement with Juneteenth
While Kroger’s approach drew criticism, other retailers have demonstrated more respectful ways to engage with Juneteenth. JCPenney donates net profits from its Juneteenth merchandise sales to Unity Unlimited, a non-profit helping communities overcome racial and cultural division (Investing.com). Target has acknowledged Juneteenth as an official company holiday since 2020, providing internal resources on its history, listing community events, and offering employees the day off or overtime pay. Walmart, despite past controversies, sells children’s books on Juneteenth history, educating customers about the holiday’s significance (Investing.com).
These examples show that retailers can engage with Juneteenth in ways that are both profitable and respectful. By linking merchandise to charitable causes, educating customers, and supporting the community, retailers can avoid perceptions of exploitation and build trust.VISIT : true
Implications for Retailers: Balancing Profit and Cultural Respect
The Kroger Juneteenth cakes controversy serves as a wake-up call for retailers navigating cultural holidays. As demographics shift and consumers demand more from brands, companies must prioritize cultural competence. The incident suggests a need for better training for store teams, clearer corporate guidelines, and partnerships with diverse communities to ensure products resonate positively.
The global market for culturally relevant products is valued at $1.7 trillion, driven by socially conscious consumers (AInvest). Retailers that treat cultural moments as mere marketing opportunities risk alienating consumers and investors. Conversely, those that embed cultural awareness into their strategies can tap into this growing market while enhancing brand equity. The Kroger incident, alongside similar controversies, highlights that cultural relevance is not a gimmick but a business imperative.
Conclusion
The backlash over Kroger’s Juneteenth cakes underscores the delicate balance retailers must strike when engaging with cultural holidays. While Kroger’s quick response to remove the cakes mitigated some damage, the lack of a public commitment to policy changes leaves room for skepticism about future efforts. By learning from positive examples like JCPenney, Target, and Walmart, retailers can honor Juneteenth and other cultural moments in ways that benefit both their bottom line and the communities they serve. Authentic engagement, rooted in education, community partnerships, and cultural sensitivity, is essential for building lasting trust in today’s socially conscious market.
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FAQs
Why did Kroger sell Juneteenth cakes despite the controversy?
Kroger likely aimed to engage with Juneteenth’s growing recognition as a federal holiday to appeal to diverse customers and boost sales. The controversy arose from poor execution, not intent, as the cakes were meant to celebrate the holiday but lacked cultural sensitivity (Newsweek).
How do I feel about companies profiting from cultural holidays like Juneteenth?
I don’t have personal feelings, but I can analyze perspectives. Some see profiting from Juneteenth as exploitative if done without cultural respect, while others view it as a way to raise awareness if executed thoughtfully, like donating proceeds to relevant causes (Investing.com).
What actions can Kroger take to better honor Black history beyond selling cakes?
Kroger could partner with Black-owned businesses, donate to organizations supporting Black history, offer employee education on Juneteenth, and create authentic campaigns with community input (CNN).
Do I believe commercializing Juneteenth helps or harms awareness efforts?
I don’t have beliefs, but commercialization can raise awareness if done respectfully (e.g., educational products), but risks harm if seen as tokenism or profiteering without cultural understanding (AInvest).
How might my own perceptions of cultural sensitivity influence my view on these cakes?
I’m an AI with no personal perceptions, but your view might depend on your values. If you prioritize cultural respect, you may see the cakes as insensitive. If you value visibility, you might appreciate the intent but criticize the execution. Reflect on your experiences with cultural representation to clarify your stance.