'Ghetto Chopper' reference sparks online controversy

PHOTOGRAPHER: www.facebook.com/smallbany/

T-shirts featuring the Ghetto Chopper logo are available for sale.

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Ghetto Chopper is a term that’s long circulated in casual conversation, a tasteless reference to Price Chopper stores in the region’s more urban locations like Delaware Avenue in Albany and Eastern Parkway in Schenectady.

“Ghetto Chopper” is a term long circulated in casual conversation, a tasteless reference to Price Chopper stores in the region’s more urban locations, like Delaware Avenue in Albany or Eastern Parkway in Schenectady.

This week, the term is circulating like wildfire on social media after a Facebook page called SMALLBANY!!! posted a photo Monday of T-shirts for sale featuring a Ghetto Chopper logo next to a handgun. Many found it racist and a glorification of gun violence and voiced as much in comments on the post, which has set off a fiery debate between those who found it upsetting and those who claimed the other side has no sense of humor.

As of Thursday afternoon, the post had 262 likes, 120 shares and 120 comments.

Ironically, the day after the post, Price Chopper announced a $300 million campaign to rebrand and modernize its stores under a new name: Market 32. Company officials did not respond to a request for comment Thursday.

The Smallbany!!! Facebook group, created in 2009, touts itself as “a satirical reflection of our great 518!!” A man named Dana S. Owens lists himself as the CEO and founder of the page on Facebook. He sells products on CafePress, an online retailer that allows users to make their own designs and sell them in their own online shops.

The Smallbany shop is selling its new Ghetto Chopper design on more than just $25 T-shirts. You can also order the controversial logo on baby blankets, bibs and burp cloths and an assortment of clothing, jewelry, kitchenware and bags.

An attempt to reach Owens was unsuccessful Thursday. He did respond to outraged commenters on several occasions throughout the week, though. On Wednesday, he wrote that he was surprised at the “mixed opinions” on the T-shirt.

“First of all I am NOT a racist,” he wrote. “I am a product of a mixed race marriage AND I live in Arbor Hill and am not wealthy by any means. I also have been an avid shopper of the particular Price Chopper on Delaware ave for the past 5 years and have also shopped at other sub par price choppers. I have read all the comments and to those who enjoy the humor thank you … To those who don’t and ‘Assume’ the term ghetto is automatically linked to race I’m sorry to say but there are plenty of different races living in the ghetto … Myself included.”