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Real Housewives of Sydney star Victoria Rees slams renaming of Coon cheese to Cheer
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CHEER replaces COON cheese in Australians supermarkets in major rebranding
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Melinda Geertz steps down from Leo Burnett after over 30 years; Emma Montgomery to take the reins as national CEO
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Exclusive: The chairman of Bega Cheese has come out swinging at rival brand Coon and its controversial name change that has divided Australian shoppers. Coon cheese s parent company, Saputo Dairy Australia, announced last year that it would be rebranded and recently revealed the new name Cheer would appear on packaging from July this year. Saputo took control of Coon cheese after it acquired a Japanese-owned Lion s everyday cheese business in 2015.  Bega Cheese executive chairman, Barry Irvin, said rival brand Coon cheese should have changed its name years ago. Picture: supplied  Mr Irvin said he understood the history of the Coon cheese was not one of racism and was based on the last name of the man who created it. But he always felt uncomfortable with the brand given the word is also a racist slur against people of colour.