February 26, 2020
I don’t accept it and I’m not going to stand for it.
Jif is releasing a limited-edition jar of GIF peanut butter in a collaboration meant to be as smooth as the product itself.
The purpose is to “settle the great debate” over how to pronounce the looping image format that has overtaken in the internet, J.M. Smucker Company (SJM), the brand’s manufacturer, said in a press release.
Although Jif is obviously pronounced with a “soft G,” people often mispronounce the word “GIF,” which is short for Graphics Interchange Format. It’s said with a “soft G like the peanut butter and not a “hard G.” That’s according to creator Steve Wilhite, who made the declaration in 2013 while accepting a Webby Award.
Regardless of the official ruling, the internet has remained divided. Jif is partnering with GIPHY, a GIF search engine, to “put a lid on this decade-long debate”: Both GIF and the peanut butter are pronounced “Jif.”
That’s not for a peanut butter company to decide.
Also, Jif is not even peanut butter. It’s a peanut-flavored paste made of sugar and trans fats.
And that’s very disrespectful to the blacks, given that peanut butter is their greatest and only invention.
In fact, calling a gif a “jif” is also racist.