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.
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, 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.”
Originally 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, at the Western Supermarket
in Mountain Brook
Mike Elliott’s BBQ Sauce, on the meat/seafood display
case at V. Richards
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.”
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.
And while it’s a given the Republican nominee will win the state in November, which one still remains up for grabs.
