Darius Cooks Slammed for Tearing Down Tabitha Brown for Partnering With Target
Darius Cooks Slammed for Tearing Down Tabitha Brown for Partnering With Target
Social media chef, Darius Williams aka Darius Cooks, has found himself at the center of controversy after publicly criticizing fellow culinary star Tabitha Brown for her ongoing partnership with Target.
Darius Cooks Goes After Tabitha Brown
In a live Instagram session on October 10, Darius shared his thoughts on Tabitha Brown’s latest limited-edition collection with the retail giant, a collaboration that has sparked mixed reactions among fans and followers alike.
Tabitha Brown, who has become a household name through her engaging social media presence and culinary expertise, launched her collection with Target back in July. The collection features a vibrant array of products across five categories — groceries, gift essentials, stationery, kitchenware, and home decor — with prices ranging from $2.99 to $70. Despite the success of this partnership, Darius criticized Tabitha for not marketing her products through her own brand, suggesting that she had undermined her own potential by aligning with a major retailer.
In his Instagram rant, Darius claimed that Target is not positioned to genuinely support Tabitha’s success, insinuating that the store’s shelving practices could hinder sales. “Target buy eight palettes from you. If you don’t sale them palettes, guess what, you owe Target money,” he explained, emphasizing the contractual obligations that come with such partnerships. “That’s in the contract.”
Darius articulated what he perceived as a missed opportunity for Tabitha, arguing that she could have leveraged her massive social media following to sell her products directly. “How many followers does Tabitha Brown have?” he asked rhetorically, before answering himself: “Millions. She could convert 1 million of her followers into buying a $56 air fryer. That’s $56 million to your bottom line.” He went so far as to call Brown a “fool” for choosing the partnership route, asserting that he would “never” have made the same decision if he had her level of fame.
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The Backlash
The backlash against Darius was swift and largely negative, with many social media users coming to Tabitha’s defense. One commenter remarked, “Saying ‘I woulda never’ when you were ‘never’ asked to is diabolical,” while another added, “Chef Darius, if you ain’t having a good day don’t you dare go out there messing up nobody else’s.” The criticisms highlighted a broader sentiment among fans who felt that Darius’ comments were unjustified and disrespectful.
Tabitha Brown Responds To Darius Cooks
@clip4dayz3 Tabitha Brown responds to Darius Cooks ! #dariuscooks #darius #tabitha #tabithabrown #tabithadariuscooks #fyp #fypシ゚viral #fyppppppppppppppppppppppp #messy #drama #blacktiktok #cooking ♬ original sound – VIRAL DRAMA TIKTOK
Darius Cooks Responds To Backlash
@clip4dayz3 Darius cooks responds to Mrs Tabitha Brown’s Response to his comments ! #dariuscooks #darius #tabitha #tabithabrown #tabithadariuscooks #fyp #fypシ゚viral #fyppppppppppppppppppppppp #messy #drama #blacktiktok #cooking ♬ original sound – VIRAL DRAMA TIKTOK
Some Agree With Darius Cooks
Despite the criticism, there were a few who seemed to understand Darius Cooks’ perspective. One user stated, “We may not like the person or the delivery but Darius made some valid points. We all love Tabitha; I think in a nutshell he’s saying she sold herself short.” This user echoed sentiments that Tabitha might have received better treatment had she sold her products independently, asserting that Target often relegates her items to less visible shelf space, making them harder for customers to find.
Tabitha Brown’s Success
For her part, Tabitha Brown appears unfazed by the backlash and remains excited about her partnership with Target. Since 2022, she has introduced multiple limited-edition collections, each showcasing her signature style characterized by vibrant patterns like tropical florals, polka dots, and rainbow stripes. Her latest offering includes not just home goods but also a variety of food items—snacks, dips, pre-made lunches, meal kits, and even vegan wines priced at $7.99 per bottle.
Tabitha Brown has consistently emphasized her commitment to veganism in her product offerings, ensuring that all food and drink items in her Target collection align with her dietary principles. The collection has resonated with fans, and many have praised her ability to bring plant-based options to a broader audience.
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Avigail is an Entertainment blogger at All About The Tea, who specializes in The Real Housewives of Atlanta and The Real Housewives of Potomac. Avigail has a background in marketing. She’s a Brooklynite living in the Bahamas, with a passion for travel, writing, reality TV watching, pop culture and spoken word.