In June 2020, a yet-to-open restaurant in Amarillo stirred a significant racial debate due to its controversial name and signage. The establishment, named “Big Beaners” by its owner, Jesse Quackenbush, a lawyer, drew inspiration for its moniker from its Mexican food, coffee, and beans offerings. Quackenbush stated, “And there’s no intention of racism behind that sign, the sign was merely was trying to connect the brand with the product,” asserting the absence of any racist motives.

However, Abel Bosquez, the president of the local League of United Latin American Citizens chapter, contested this view, arguing that the term was derogatory. “It was a word that was used like you beaners, you wetback, you dirty Mexicans,” Bosquez countered. In response, Quackenbush remarked, “If anyone took the time to read the menu and look at the logo and understand it’s a kidney bean not an Abel Bosquez or some Mexican that’s bored at some committee. There’s no racist intention, I’m not a racist, we don’t cater to racists, we don’t have anything to do with racists, so Abel Bosquez is simply wrong.”

The debate further intensified over the logo’s depiction of a kidney bean with stereotypical Mexican attributes, which Bosquez found offensive. Quackenbush defended his choice, explaining the intent was to incorporate Hispanic culture into the brand. Despite the backlash, Quackenbush remained unapologetic, suggesting the controversy was fabricated by rivals envious of a white individual opening a Mexican restaurant.

Bosquez insisted that the issue of racism would persist irrespective of the owner’s ethnicity, emphasizing, “Racism is racism regardless of who does it. I can be a racist against my own people.”

Amidst the controversy, the Amarillo Hispanic Chamber of Commerce clarified their stance, stating, “The Amarillo Hispanic Chamber of Commerce has never contacted Mr. Jesse Quackenbush regarding the ‘Big Beaners’ name he chose for his new restaurant. The comments on his social media post regarding the Hispanic chamber are not factual. We have received many complaints and questions regarding the name of the restaurant. We hear the concerns and we understand. The AHCC is a business organization and not a civil rights organization.”

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