Facebook group shuts down after calling for boycott of N.J. businesses over MAGA support

Eric Taliercio was trying to be creative.
The owner of Taliercio’s Ultimate Gourmet Deli in Middletown wanted to reward customers who had voted in the presidential election with a gift. On Election Day morning earlier this month, Taliercio posted a Facebook video showing t-shirts that customers with an “I Voted’’ sticker could have for free.
They could choose blue or red.
“It was marketing for us, something that was supposed to be fun,’’ Taliercio said. He could hardly fathom that he’d end up on a boycott list.
The popular deli that’s been in his family since 1988 was one of 19 Monmouth County businesses cited by a Facebook group last week for its perceived support of President-elect Donald Trump.
The group, called Indivisible Blue Two Rivers, posted a spreadsheet on a Facebook forum that listed businesses it claimed to have shown public support for “MAGA (Make America Great Again), Fox, or alt-right radio,” according to several politicians. And in a separate list the group highlighted “progressive’’ businesses to support as alternate choices.
The 435-member Facebook group received immediate backlash as Monmouth County politicians condemned their actions. After initially deleting its post, the Indivisible Blue Two Rivers apparently deleted the Facebook group altogether this week. The Facebook group’s administrator didn’t return messages on Friday.
Middletown Mayor Tony Perry called the Facebook group’s actions “outrageous,’’ and said the six businesses based in his 42-square-mile town are “important members of our community.’’
“What bothers me the most is that the political party of self proclaimed tolerance is trying to hurt our friends and neighbors who might have a difference of political views,‘’ the Republican mayor said. ”And these businesses, they’re the individuals that sponsor our Little League teams, they volunteer as first responders, they employ our residents and they’re part of the fabric of Middletown and we appreciate everything that they do for our town.’’
Taliercio was among several business owners who expressed frustration.
“To be listed in such a negative light, it was definitely disappointment,’’ he said. “Immediately I started getting text messages, ‘You’re blackballed. You’re boycotted.’ And I’m thinking, what did I do now?’’
Taliercio said his social-media posts feature videos that are intended to be “edgy,’’ he said. But, he added: “We do everything we possibly can to avoid anything that shows any political leanings.’’
The blue shirt was inscribed with the phrase, “It’s better that way.’’ The red shirt included a twist on the MAGA acronym, reading “Make Antipasta Great Again.’’
“Because we name all of our sandwiches, we get asked all the time to do a Donald Trump sandwich,’’ he said. “I stay in my lane. I know we’re a food place, and I know politically it doesn’t matter my opinion. I’m just selling food.’’
Rob Osborn, owner of Richards Equipment Sales and Service, said his store showed support for Trump before the 2020 election by displaying signs.
“We didn’t do it this time around,’’ he said. “It was just way too divisive.’’
He was among two Point Pleasant business owners on the list.
“Honestly, it’s a little upsetting, but I can’t say I’m surprised,’’ he said. “I’m definitely still a Trump supporter, but we’re not doing anything to promote it. All we have in here is an American flag. It’s not gonna affect us in any way. We’ve been in business for 44 years now, so people can do what they want.’’
Jason Bauer has owned Head over Heels, a gymnastics facility in Middletown, since 2002. He believes his business got included because its previous owner has been supportive of Trump in private social media posts.
“This was shocking when it was brought to my attention,’’ he said. “I don’t really engage in social media banter back and forth; it never ends well. But the position of Head Over Heels is we’re non political. We’re a children’s activity center. We’re focused on that. 50% of my customers vote one way. 50% of my customers vote another way. How do I win if I put my own opinion out there? I don’t. It would be the dumbest business move ever.’’
State Sen. Vin Gopal, D-Monmouth, called the situation “unfortunate,’’ but said the people who created the list are now being harassed. As a result, Gopal said police reports have been filed due to online threats.
“The reality is these people created a list and I think they understood after creating it that it might be more divisive than trying to unify folks,’’ he said. “The list was not accurate and had a bunch of Dems on their businesses; it was all over the place. And now some of my friends on the other side of the aisle are just trying to blow this up.’’
Gopal said a Colts Neck business that hosted a fundraiser for his campaign last year was rebuked by a Republican-leaning media outlet.
“There’s just so much hypocrisy and it’s just so much back and forth,’’ he said. “It’s just gotten out of hand altogether. And I think there’s some instigators that are just trying to politicize it. But this is not anything new.’’
As he prepared for a rush of Friday afternoon lunch orders, Taliercio said he’s not about to bring politics into the sandwich shop.
“We do have a lot of fun here, we do a lot of things to make people laugh, to make people feel good,’’ he said. “Food is a way to bring people together, especially communities. Even the day that the election happened, I openly said, ‘listen, if you came in and you exercised your right to vote, red or blue, it doesn’t matter.’’
Taliercio said his next social media promotion will be an invitation to the administrators of the Facebook group that called for his deli to be boycotted.
“For the people who created the list, we’re willing to give them Thanksgiving dinners on us just to show that, even with all the stuff that they’ve written, we’re a family-owned, community-minded business that has no ill will for anybody,’’ he said.
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Keith Sargeant may be reached at [email protected].