• Detroit Free Press, Monday, September 17, 2007 11:45 AM

Beaner's Coffee--which has 77 stores in nine states--is changing its name to Biggby's over concern that the former name could be perceived as a slur against Latin-Americans, particularly Mexicans. According to the Oxford English Dictionary, the first recorded use of beaner as a derogatory term was 1965; it was preceded by "bean-eater."

Bob Fish, CEO and co-founder of the company based in East Lansing, Mich., says there hasn't been any broad resistance or protests against the name, just people asking if the company knew about the connotation. Biggby, he says, allows the company to rename without rebranding. The Beaner's logo has been a big black 'B' with an orange background.

"That beaner has a meaning within the coffee community doesn't matter if it coincidentally is the name of an ethnic slur," says Jesse Sheidlower, an editor at large at Oxford.

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