Dive Brief:
- Paula Deen, the celebrity chef whose career imploded last year amid disclosures that she had used racist language, is looking to rebuild her image and business empire.
- Deen, who made millions in endorsements from companies such as Smithfield Foods and Wal-Mart anxious to be associated with her celebrations of Southern-style cooking, appeared on NBC's "Today" show to apologize and promote her new company, Paula Deen Ventures.
- While sponsors like Smithfield and Target ended their deals with Deen following the scandal, Sandridge Food Corporation, a manufacturer of soups, entrees, desserts, and more, stood by the chef.
Dive Insight:
They say that "there are no second acts in America." In reality, at least when it comes to the rich and famous, America is a never-ending series of second chances. Just ask Bill Clinton. So there's a distinct possibility ... even a probability ... that Deen will win back her fans.
But we find it hard to imagine that the legions of food and retail industries that backed her first rise to glory will play a role this time. Because they also seem to say: "Once bitten, twice shy."