Wade on Birmingham

Hard to swallow: Mike Elliott’s BBQ Sauce

By

A Lake Martin product has a “savage” and apparent blessing of supermarkets statewide

We know how great Alabama food is, and we have 10 more months to tell the story. But not every product shows us at our best.

The state tourism department declared 2012 as the Year of Alabama Food for its annual themed campaign. I have pointed out that the diversity is sorely lacking in the featured restaurants [Facebook | Google+], but we’ll save that discussion for another day. The state’s first food-themed travel campaign was in 2005.

While the Year of Alabama Food spotlights restaurants and their dishes, another lesser-known program has been running since 2004, Buy Alabama’s Best.

This ongoing campaign by the Alabama Food Manufacturers and Producers focuses on homegrown products. During this month and September, an undisclosed portion of proceeds from sales of these products goes to Children’s of Alabama. The Buy Alabama’s Best logo on supermarket shelves marks which ones are members.

For instance, this one.

Mike Elliott's BBQ Sauce label

The label for Mike Elliott’s BBQ Sauce, made in Lake Martin

This is Mike Elliott’s BBQ Sauce, made in Lake Martin.

With more than 10,000 products in a typical supermarket, you may have missed it. But alongside Milo’s sweet tea, Sister Schubert’s homemade rolls, Bud’s Best Cookies and John’s slaw dressing, Mike Elliott’s sauce is among the featured Alabama few.

Mike Elliott's BBQ Sauce, Western Supermarket, Southside

Mike Elliott’s BBQ Sauce, with the Buy Alabama’s Best logo,
on the shelf at Western Supermarket on Southside

(We’re not entirely sure Mike Elliott’s product is an official Buy Alabama’s Best member, since it’s not listed as a manufacturer on the website.)

Update March 6: Ellie Smotherman Taylor, executive director of the Alabama Food Manufacturers and Producers Association, said in an email: “Mike Elliott’s BBQ Sauce is not part of the AFMPA and also not affiliated with the Buy Alabama’s Best campaign.”

Mike Elliott, a k a Michael WilsonOriginally from Birmingham, Mike Elliott — a k a Michael Wilson — has lived in Lake Martin since 1997. He worked in the restaurant business and started bottling his sauce 1 year ago this month, according to his website.

Asked by email about his label, Elliott said, “My ‘logo’ is a long story. He is a character that has been with me for quite some time.

“He’s meant to portrait that once trying my sauce that it will turn you into a savage and will do anything to get some of that savory sauce.”

The “savage” depicted on the label echoes centuries-old stereotypes of the black community, ones that continue to rile in Alabama. In June, the corruption “bingo” trial revealed that state Sen. Scott Beason of Gardendale had called black customers of a Greene County casino “aborigines.”  The remarks sparked public outrage and condemnation. (He apologized for his comments 3 months later and is currently running for Congress.)

Mike Elliott’s BBQ Sauce can be found across Alabama, including Winn Dixie. In Birmingham, it’s in Alabama Goods in Homewood, Piggly Wiggly on Clairmont, V. Richards in Forest Park and Western Supermarket in Mountain Brook and on Southside.

Mike Elliott's BBQ Sauce, Western Supermarket, Mountain Brook

Mike Elliott’s BBQ Sauce, at the Western Supermarket
in Mountain Brook

Mike Elliott's BBQ Sauce, V. Richards, Forest Park

Mike Elliott’s BBQ Sauce, on the meat/seafood display
case at V. Richards

Mike Elliott's BBQ Sauce, Piggly Wiggly, Clairmont

Mike Elliott’s BBQ Sauce, at the Piggly Wiggly on Clairmont

I have to wonder if the buyers for those supermarket chains ever considered if the label would offend customers.

As the state increases its food and dining promotion, shoppers will see even more of Alabama’s homegrown merchandise, a move Elliott supports.

“I’m an Alabama-made product,” he said. “I believe and support all Alabama-made products from Millie Ray’s sweet rolls to Dirt Road Gourmet and Conecuh Sausage. If Alabamians would look within, it’s amazing what this state has to offer.”

Update June 17: Mike Elliott sent the following via email:

“Folks, I’m really at awe here that this conversation is still going on. First of all, some of your comments are directed to me, Mike Elliott, as if I have been participating in this dialog, which I have not.

“Once Wade ambushed me into his article about my product and published his attempt to destroy what I had worked so hard for, I have not commented on any of the feeds. He lied to me when he made his first inquiry about my product. Then, when he made up such a ridiculous story about it, I decided not to participate.

“I appreciate all of the people that have stood behind me, because I had no intentions of offending or insulting anyone. Since most of my customers happen to be black it never crossed my mind that my logo would become so controversial. I see the faces and reactions of people that try my sauce when I participate in farmer and flea markets. The sauce is amazing, and despite people like Wade, it’s growing rapidly.

“But it’s not my intent to offend anyone. Even the ones that have nothing better to do then find something that they can make themselves feel like they are so above the rest. So my new label is out and now in most stores in the Lake Martin area.

“It will be in all of the Birmingham stores before the 4th of July. The new label is more colorful, more festive and unless you have a problem with roasting a pig, it should be unoffensive to everyone.”

Mike Elliott's BBQ Sauce 2012 label

New label for Mike Elliott’s BBQ Sauce

Wade’s note: Elliott contends that he was misled on the story and that it was “made up.” I stand by my reporting, still have the emails exchanged and have invited him to point out any errors for correction.

49 Yips for “Hard to swallow: Mike Elliott’s BBQ Sauce”

  1. Amy Nabors
    Monday, March 5, 2012, 4:35 pm
    1

    That label does make you wonder doesn’t it. I’ve lived near Lake Martin for 15 years and have never heard of this. I’ll have to find it and try it. Wickles Pickles is located in the Lake Martin area as well.

  2. Wade
    Monday, March 5, 2012, 4:49 pm
    2

    Amy, a full list of locations (including in the Lake Martin area) is linked in the post.

  3. Donna Farmer
    Monday, March 5, 2012, 6:11 pm
    3

    I am flumoxed. How is that no one along the way said to this man, “This is completely inappropriate.”? Between the person making the graphic, the money behind the project, manufacturers, vendors, etc. – why didn’t someone speak up and just say, “Whoa, Nelly!”?

  4. Wade
    Monday, March 5, 2012, 7:25 pm
    4

    Beats me. Good questions, all.

  5. Nadria
    Tuesday, March 6, 2012, 10:14 am
    5

    Yeah that’s pretty disgusting, but also not surprising. Did you challenge him on the imagery of his logo? I bet no one ever has. Par for the course around these parts. Gross.

  6. Wade
    Tuesday, March 6, 2012, 10:21 am
    6

    I did not, I just asked him how the label came to be.

  7. chris davis
    Wednesday, March 7, 2012, 11:47 am
    7

    – 3 days ago I heard a tale of white parents who didn’t want their daughter to date a black friend of mine.
    – 1 day ago after doing a comedy show the same black friend overheard someone say the funniest was that white guy and the two colored fellas (my friend and I).
    – To make this week complete, I should buy my friend a bottle of this sauce. This will complete the trifecta of stupid.

  8. Wade
    Wednesday, March 7, 2012, 12:08 pm
    8

    $4.99 retail, available at the places shown above.

  9. Bethgunn4@gmail.com
    Wednesday, March 7, 2012, 7:25 pm
    9

    I never never thought that the label represented anything other than interesting and hearing the story of how it was started was even more inviting. I tried the sauce and it is something I will always use. It is amazing and good on so many things. It is so sorry that no matter what one
    does it is always pointed to racism. Nothing is easy anymore. Not even great barbecue sauce. Who is it that has that much time to scope and ridicule something like this. Look at our country and all that is needed there. So sorry that this is your focus on life. Do you know Michael Elliott? I do and he is a great guy he doesn,t have a racist bone in his body Have you tried the sauce? How do you know how he feels about anything?. It is sauce, and it is so delicious Good grief get a life. Wow. Sauce that just makes life fun and a little light or our country? It blows me away the way people focus on things that just tear people up one way and down the other Know someone before you make such judgement calls. He is a great guy he grew up with this sauce. He just wanted to let everyone enjoy it. It is so good. Why would you do this? What good or really what difference are you trying to make. Oh well.

  10. chris davis
    Wednesday, March 7, 2012, 7:32 pm
    10

    The label is racist. That’s all. Very simple. Don’t have to think hard. Sure the sauce is good, perhaps he’s a great guy. Not the point. The point is the label. That’s all. Just staying on point.

  11. John
    Wednesday, March 7, 2012, 8:55 pm
    11

    Hey Chris Davis, are you the “racial judge”? Is “Aunt Jamima racial? You have nothing else to do but try and tear someone down. Pathetic.

  12. Wade
    Wednesday, March 7, 2012, 9:42 pm
    12

    Beth, John, the label speaks for itself. If people want to buy it, I’ve shown what stores it’s in. If they don’t want to buy it, the stores have dozens of other brands (quite a few also made in Alabama) for sale. Thanks for your comments.

  13. Matt
    Wednesday, March 7, 2012, 9:57 pm
    13

    Controversy sells. I do not think the logo is racist. Opinions aside though, I bet that this is great for business 🙂 If I were in Mike Wilson’s shoes, I’d be smiling as I read these comments.

  14. Wade
    Wednesday, March 7, 2012, 11:52 pm
    14

    I guess if I were the web designer behind Mike Elliott’s BBQ sauce website, I’d side with my client, too.

  15. chris davis
    Wednesday, March 7, 2012, 11:56 pm
    15

    very interesting.

  16. Matt
    Wednesday, March 7, 2012, 11:58 pm
    16

    I guess I can’t argue with that…
    The point, however, is still valid.

  17. James
    Thursday, March 8, 2012, 10:18 am
    17

    Was the label made with the intent to be racist? That doesn’t seem to be the case. However, is the idea behind the label born from stereotypes and old beliefs rooted in racism? Yes.

  18. Jen
    Thursday, March 8, 2012, 12:16 pm
    18

    From Mike’s friends’ comments, I’m starting to wonder if they just don’t know any better because they don’t have enough brain cells to process a thought. But the grocery buyers definitely should. It’s so appalling.

    Of all the ideas in all the world you could put on a label, what would make somebody choose this? How would they describe it to an artist?

  19. chris davis
    Thursday, March 8, 2012, 1:26 pm
    19

    Jen, you wondered how this label idea could be described to the artist. I’ll answer your question for you.

    Mike Elliott: Once trying my sauce, it will turn you into a savage that would do anything to get some of that savory sauce. When I think savage, I harken back to a simpler time when cartoons of big pink lipped Africans would bug their big eyes in ads for such things as flour, molasses and watermelon. Oh the late 19th century, 1920’s 30’s and 40’s were such a glorious time for the negro, getting to be the star of all those fun ads. Good times. Good times. Anyway, can you draw a big lipped black dude with a chef’s hat?

    Illustrator: Sure thing! You’re not worried about it possibly looking derogatory or offensive are you?

    Mike Elliott: I’m sorry, I wasn’t listening. I was too busy thinking about what my pants would taste like drenched in this tasty sauce. What were you saying?

    Illustrator: The drawing. It’ll resemble depictions of black people that were deemed offensive by the majority of the world. Conservative, liberal, rich, poor, black, white, men and women alike. Sure, a few people might not get that it could bother some, but those valiant few will be free thinkers who aren’t bogged down by all this PC crap like you and me. Good people who know what sauce is all about. And very little else.

    Mike Elliott: What? What did you say? Aww man! The whole time you were talking to me, I was eating my pants. Pretty good too. Just imagine how they’ll taste with my sauce! Oh yeah, the sauce label. Make sure he’s got a orange loin cloth. I love orange. Go Syracuse!

    That’s pretty much how it went, Jen. Hope I could help.

  20. William Matchett
    Thursday, March 8, 2012, 2:02 pm
    20

    Smash the little guy! Let’s all get together and bankrupt a small business and get some folks fired. I think this is antithetical to what we should be trying to do; support local Alabama businesses. Both the article and the following discussion are rediculous.

  21. Caperton
    Thursday, March 8, 2012, 2:05 pm
    21

    Was the label made with the intent to be racist? That doesn’t seem to be the case. However, is the idea behind the label born from stereotypes and old beliefs rooted in racism? Yes.

    Correct. Intent isn’t magic. “My sauce will turn you into a savage who will do anything to get it” isn’t racist. Defining “savage” as “big-lipped, bug-eyed, loinclothed black jungle-man as drawn by a Disney illustrator circa 1930”? Could that be racist? Don’t answer right away–give yourself a minute to think about it.

  22. Wade
    Thursday, March 8, 2012, 2:10 pm
    22

    William Matchett: If this had been done by a big food company in Alabama, the article would have read exactly the same.

    No one has suggested bankruptcy or firings. That’s completely from the realm of your vivid imagination.

  23. William Matchett
    Thursday, March 8, 2012, 2:16 pm
    23

    It is vivid. No doubt. But, my objection remains the same. I don’t think that singling a small, local company out, publicly is the right move. I think that it is unethical journalism. A letter to the business would have accomplished the same goal, namely change. Then the article could have taken a positive path to show that Alabamians, regardless of their racist past (which I am not denying exists) have the capability to change and support a more equal and bright future for our state. Where my imagination takes me is to a place where change is encouraged by constructive dialogue. Not scathing criticism.

  24. Wade
    Thursday, March 8, 2012, 2:32 pm
    24

    William: I fail to see the “scathing criticism,” but then, my imagination isn’t as vivid as yours.

    “Unethical” is apparently in the eyes of the beholder. When the media fail to report something, it’s a “cover-up.” When they do report something, it’s “ridiculous.”

    Since you’re concerned about Mike Elliott’s business, and since you’re a close friend of Mike, I take it you’ve already contacted him personally and offered constructive dialogue? Or are you just here to complain?

  25. William Matchett
    Thursday, March 8, 2012, 2:46 pm
    25

    I have contacted him, and offered to help.

  26. chris davis
    Thursday, March 8, 2012, 2:51 pm
    26

    William is right Wade! We shouldn’t pick on the little guy simply because he has advertising that some find offensive. We should always support the little guy no matter what. We should only pick on big companies. Like that Quaker Oats company. I’m so sick of that stereotypical image of the Quaker on the box. All the Quakers I know where flannel. Highly offensive! Mr. Clean is exploiting bald men who like to clean. That Morton Salt girl’s dress is a little too short if you ask me. It’s Morton Salt not Morton slut! And Burger King. If I’m gonna get a burger, it’s gonna be from a clown with red hair, not some elitist King. Burger King. What a snob!

  27. Wade
    Thursday, March 8, 2012, 2:51 pm
    27

    I applaud your effort.

  28. Jen
    Sunday, March 11, 2012, 5:05 pm
    28

    I would like to meet this bald man who likes to clean (any race is fine).

  29. chris davis
    Sunday, March 11, 2012, 10:59 pm
    29

    Jen, Men of any race or length of hair are not here to just clean for you. I’m greatly offended. I’m insulted. I’m outraged. I’m very good at dusting, vacuuming and light ironing. You can be my first client. You might say I’m starting a small business. And since it is a small business, I am above reproach. Whatever advertising I do, wether it’s intentionally or accidentally offensive, should not be questioned or criticized. If you are offended Jen, please contact me personally and we can discuss it. Hopefully before that big mouth Wade can post it on his blog. He probably went to college. What a snob! Thanks for using my small business, Jen and I’m proud to have you as the first customer of ‘Lazy Lady Cleaning’! Anybody know of someone who can draw a picture of a lazy, shiftless woman in a bathrobe and hair rollers sleeping in a recliner?

  30. Jen
    Tuesday, March 13, 2012, 11:06 pm
    30

    LOL

  31. chris davis
    Wednesday, March 14, 2012, 12:44 am
    31

    tee hee

  32. mike walker
    Thursday, May 17, 2012, 2:17 pm
    32

    holy crap , anyone who is offended by this label is stupid , and so out of touch with the real world , I was told of this blog and had to go and read it , this is a GREAT SAUCE
    dont be babies and look at the rest of the world , everything will offend someone if taken
    in the wrong context.So grow EAT THE SAUCE or dont , but dont use bullshit excuse of racist
    jim crow been dead long time get over it.

  33. neal nickolson
    Thursday, May 17, 2012, 2:29 pm
    33

    as the previous responder was attempting to portray, jim crow has been dead a long time, the only budding racism alive in alabama are from people who do not have anything better to do, anyone can build any little thing up to appear to be aomething it is not. this label on this sauce is no more racist than mikey mouse. it’s a cartoon character folks. . . get over it. i would like to think that the people reading blogs like this would have a little more common sense than to jump up and down having hissy fits over a cartoon character. reguardless of your personal opinion, it is great sauce i put it on many different dishes and give many bottles away as gifts ( to both black and white friends, thats right we have multi raced friends in alabama) and also mike has changed the label for all the uptight babies out there. . . good day

  34. Wade
    Thursday, May 17, 2012, 5:24 pm
    34

    Neal wrote:

    also mike has changed the label for all the uptight babies out there

    Neal: So there’s nothing wrong with the label, but the owner changed it? The only “hissy fit” I see is the one you’re having as you wrote your comment.

    Mike Walker: The truly offensive thing is having someone like you hurl insults because other people disagree with you. Grow up.

  35. mike walker
    Monday, May 21, 2012, 4:16 pm
    35

    what a joke, the real world has real problems a bottle lable offensive now thats classy. stay in BIRMINGHAM please.

  36. Wade
    Monday, May 21, 2012, 7:24 pm
    36

    Mike, you’re welcome to come to Birmingham any time. It’s a big wide world out there, but you don’t have to be scared and stay in your little corner forever, untouched or unchallenged by other people and other ideas.

  37. Kerri C.
    Thursday, June 14, 2012, 8:43 pm
    37

    I am a friend of Mike, so to respond to Jen’s (#18) comment, I have three degrees from The University of Alabama (one undergrad in engineering and two master’s degrees), so do I get to qualify as having enough brain cells?

    I have traveled the world, blah, blah, blah, insert more comments to impress all the “cidiots.”

    It is SAD that you would target a small business. Aren’t small businesses struggling enough? Yet you, WADE, say nothing about the fact that McDonald’s has a website targeting African Americans… but I guess that would explain why your journalism experience is so… limited.

  38. Ellen
    Thursday, June 14, 2012, 9:20 pm
    38

    I clicked over here after reading Kerri’s (above)comments elsewhere. I do wonder how many of you buy Uncle Ben’s product or Aunt Jamima without having any problem with those companies. I’m not enraged at the article as it is to be expected by people these days, but I do find it pathetic that there is nothing better to “report” on other than some local guy trying to make a living.

    In reference to a comment above, just because the guy changed the label does mean there was something wrong with it. What it means is, the man is trying to stay in business after people like you get offended by cartoon character.

    P.S. I also hold a degree and multiple teaching certifications so I *think* I might have enough brain cells…

  39. Wade
    Thursday, June 14, 2012, 9:27 pm
    39

    Kerri, Ellen: As mentioned before, if a big Alabama business had done the same label, I would’ve written the same story.

    Belittle my journalism experience as you like, but that doesn’t change the fact that a business owner chose a stereotypical caricature for his product label. He could try to make a living without belittling others, but that’s his decision. I guess his struggle is everyone’s struggle.

    I’ve seen no evidence that the label has actually changed. Feel free to send it to me if you have it.

    Thanks for the additional site traffic. I appreciate it. Please keep coming back.

  40. chris davis
    Thursday, June 14, 2012, 9:29 pm
    40

    Wade. Is this true? Your journalism experience is dot dot dot limited? Why I never! This is very disillusioning Wade to find out your journalism experience is dot dot dot limited. And using your journalism experience that is so dot dot dot limited to target a small business? I mean really. Don’t you know any and all small businesses, regardless of the fact that they may have advertising that is considered offensive in any way, is above scrutiny? It doesn’t matter Wade if you or anyone thinks it is offensive. Small business are exempt from criticism. It’s like in the Lethal Weapon Movie where that villain says I have diplomatic immunity before Mertog shoots him anyway. i guess Wade is Mertog and the sauce is the foreign guy and the comments from other people are the bullets. Or is the sauce Mel Gibson’s character? Or is the sauce Joe Pesci’s character and Wade is Chris Rock’s character in Lethal Weapon 4? I’m confused. I hear that A1 Sauce is pretty good.

  41. Kerri C.
    Thursday, June 14, 2012, 9:52 pm
    41

    I hope you feel good about the “increased traffic” as a trade for hurting a much needed small business in the state.

  42. Wade
    Thursday, June 14, 2012, 10:25 pm
    42

    Kerri: I hope you feel good about insulting me, a small business owner in this state.

  43. chris davis
    Friday, June 15, 2012, 1:21 am
    43

    Wade, at the risk of sounding insulting, these commenters are the most sensitive people in the world, considering they are commenting on how people shouldn’t be so sensitive. Anymore of this and they’re going to tear a wormhole in the universe.

  44. Ellen
    Friday, June 15, 2012, 1:33 am
    44

    Chris, that is the first thing you have said that I actually agree with! 🙂

    Wade, I’m curious, why specifically are you targeting companies in Alabama? Because that is where your paper is located? I’d think if that were the case then you would be sending support to Alabama companies and I’m not referring to ones you take offense to. I by no means think you should promote something that you find offensive, but with Alabama being one of the poorer states, why not send some support someone else’s way? Also can I expect to read an article from you about Uncle Ben’s products anytime soon, because I know many MANY black people (no, not African American as they have never been to Africa) that refuse to purchase that brand due to the direct link to slavery.

  45. Jen
    Friday, June 15, 2012, 9:04 am
    45

    Look, Mike, you made a really stupid business decision. Rather than humbly realize it and retool, you’re blaming the messenger. If you were really oblivious to the symbology of your label, like you said, your response would be an instant apology and a fix. Like Wade, I’m a small business owner in Alabama, and I’ve made tons of mistakes I’ve had to fix.

    But instead, you’ve decided to blame customers for being too sensitive. I was one of several average customers were shocked by your label. It’s not front page news, but it was worth a mention.

    You are not a small business, you are a charity. You are providing a product that the market doesn’t want, and then you’re asking them to buy it anyway to help you out. I gave at the office.

  46. Wade
    Friday, June 15, 2012, 10:24 am
    46

    Ellen:

    1. “Why specifically are you targeting companies in Alabama?”

    I’m not targeting anyone — don’t play the martyr card. As it says on the header, this is a site with “news, features and essays about Birmingham and Alabama.”

    2. “Because that is where your paper is located?”

    This is a news site with no printed product.

    3. “I’d think if that were the case then you would be sending support to Alabama companies.”

    This is a news site, not a PR firm.

    4. “With Alabama being one of the poorer states, why not send some support someone else’s way?”

    You assume that everyone who reads this story will immediately boycott the product, but given the tone of some comments, I believe some people will buy the product out of curiosity or support or charity. Is this not what you want?

    5. “Can I expect to read an article from you about Uncle Ben’s products anytime soon?”

    Is Uncle Ben’s based in Birmingham or Alabama?

  47. Wade
    Sunday, June 17, 2012, 4:08 pm
    47

    Story has been updated with response from Mike Elliott (Michael Wilson) and new label.

  48. Richard
    Monday, June 18, 2012, 9:17 am
    48

    Congratulations, Wade. Looks like you’ve pulled the best of the best commenters from al.com! Well done!

  49. Ann (above, ACG)
    Monday, June 18, 2012, 9:24 am
    49

    Imagine a guy in Alabama had a company that made barbecue sauce. The best barbecue sauce EVER. People sit outside his house, waiting for him to wake up in the morning so they could ask him for barbecue sauce. It’s that good. Then he decided that his sauce was so good it would turn you into a savage, so he had a label made with a dude in a thorny chef’s hat nailed to a cross while guys poked at him with spears.

    1. Would this be acceptable, because it’s just a label and the sauce is great and people need to have a sense of humor and stop being so sensitive?

    2. Would it be inappropriate for anyone in Alabama to criticize him, because he’s a small-business owner in the state and we’re supposed to support him absolutely no matter what he does?

Leave a Yip

Subscribe without commenting