I've been hearing little things now and then about the Fox Bros. expanding their business. One rumor said they were working on a sauce and rub for retail sale. Another rumor suggested that the Fox Bros. were looking to open a second location. Well, it appears the sauce is a reality. I first heard of the appearance of the sauce in ATL Whole Foods on Blissful Glutton's blog. At my first opportunity, I picked up a bottle. After opening the bottle, I poured a quarter cup into a ramekin and started tasting and playing with the sauce. It was immediately familiar in a good way.
Much has been said about GA lacking a strong BBQ identity compared to NC or Kansas City. I agree that ATL's BBQ reflects our status as a city of transplants. But after tasting the Fox Bros. sauce for a night, I began to think that we might be developing a sauce identity. Probably the best known and most widely distributed local sauce is Larry Williamson's of Williamson Bros.fame. Larry's sauce is on shelves in every major grocery store chain in ATL. As well, it's sitting in the kitchen trailers of many, many of the competition BBQ teams running around the Southeast. You'd be surprised how many folks use Williamson Bros. as a sauce base.
So, when I tell you that the Fox Bros. sauce reminds me of Williamson Bros., it is meant as flattery. I've done a side by side comparison. The Fox Bros. sauce seems to have more black pepper for a backburn. Williamson Bros. seems to use a larger grind of spice, while Fox Bros. is very finely ground. In terms of texture and mouth feel, Fox Bros. seems to be a little looser, but that's splitting hairs. Compared to the popular stuff (Kraft), both sauces are thin. In the end, Fox Bros seems to have a little more heat, while Williamson Bros. seems to be a little more fruity and sweet (probably the guava). The one oddball ingredient on the Fox Bros. label is anchovy. Interesting. For their first step into the retail product world, I think the Fox Bros. did a great job. This is a very good sauce that should be successful for them. I have no problem recommending that you drop $4.69 at Whole Foods to try it for yourself.
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