A gay pastor who alleged discrimination by Whole Foods cake decorators in Austin apologized today, dropping his suit against the grocery store chain.
“The company did nothing wrong,” Jordan Brown said in a statement. “I was wrong to pursue this matter and use the media to perpetuate this story.”
In April, Brown claimed he had asked Whole Foods to decorate a cake for him with the phrase, “LOVE WINS,” but when he got the cake back, the slur “FAG” had been added to the cake. Brown tweeted a picture of the offending cake and got emotional in a press conference, aggressively serving up all the hallmarks of a buzzworthy incident of hate to entice a willing media.
Whole Foods, asked to prove a negative at the speed of the Internet, quickly countersued and produced surveillance footage showing Brown was lying about the cake. Going on offense paid off, as the hoax was quickly identified as such in the social media cycle,
Jordan, who is the pastor of the small Church of Open Doors and was run out of his apartment complex, apologized to Whole Foods in the face of its $100,000 countersuit.
“I want to apologize to Whole Foods and its team members for questioning the company’s commitment to its values,” he wrote.
Brown violated every one of Mollie Hemingway’s tips for a successful hate hoax.
Brown, who has been inactive on his church’s Facebook since April, can now go back to critiquing pastors who “use the church platform to promote and sway their own political views onto their congregation,” and paying off the $27,000 in student loan debt for which he was sued weeks before his hate hoax.