diff --git a/package/pkg-utils.mk b/package/pkg-utils.mk
index 89ad9e9c6a..44766a062e 100644
--- a/package/pkg-utils.mk
+++ b/package/pkg-utils.mk
@@ -67,7 +67,7 @@ INFLATE.tar  = cat
 suitable-extractor = $(INFLATE$(suffix $(1)))
 
 # MESSAGE Macro -- display a message in bold type
-MESSAGE     = echo "$(TERM_BOLD)>>> $($(PKG)_NAME) $($(PKG)_VERSION) $(1)$(TERM_RESET)"
+MESSAGE     = echo "$(TERM_BOLD)>>> $($(PKG)_NAME) $($(PKG)_VERSION) $(call qstrip,$(1))$(TERM_RESET)"
 TERM_BOLD  := $(shell tput smso)
 TERM_RESET := $(shell tput rmso)