Controversial. The woods. Back roads of rural Alabama. All of these things may sound scary and obscure, but they all have something in common and are not what they might seem. So is The Dixie General Store in Heflin, Alabama.
The Owner
With a Southern accent that would make anyone smile, owner of Dixie General Store, Robert Castello greets me into his shop with a warm and friendly tone. His store has been met with a lot of controversy in the past, and has made news in the last several years, even garnering some attention from The New York Times. Though, suffice it to say, liberal press usually does not look kindly on any store promoting the Confederate flag. While there is no question that the store is asking for attention, the type of attention they do receive is left to be desired.
As a teenager growing up in Alabama, Castello was interested and intrigued by southern and confederate history. His interest grew into a passionate hobby and where we find him today, as the owner of this shop that is now mired in controversy and debate.
What is it about the Confederate flag that bothers so many out there so much and what is the taboo that prevents our society from discussing it calmly with one another? Robert Castello might be the first to ask that very same question. As he mentions in my interview with him, he’s been threatened over the time he’s been open with bombs, gun violence and racial epithets.
His purpose for owning the store is simply to educate people on the true history of the southern confederacy and allow them to purchase souvenirs in association with said history. And maybe he’s open to the public just slightly in order to get on the leftists’ nerves. Let’s be honest though, that’s not really hard to do these days.
In one such threat he tells me about, he told the caller,
“This is not Seattle. This is Alabama. The police here do their job, and if they don’t, we will.” Quite possibly my favorite thing I have ever heard anyone say, and not just because I’m from Seattle.
The Store
With just about anything and everything you can possibly imagine that is Dixieland merchandise, you will find it here. A Trumpsters paradise indeed, this store is located on a lone highway with no civilization in sight for several miles. In a wooded area, you might get the idea you’ve stepped into a scene from Deliverance, but actually it’s probably safer than any place else in the country right now. Especially since Bob’s packing heat. That’s right. His rule of the shop is that no one can work there unless they know how to operate a firearm.
This guy is badass, and old school. A friendly suggestion to those planning something nefarious toward the employees of Dixie General Store is to really think twice before messing with them.
But the store itself is quite unique and fun to explore once inside. Even outside for that matter, as Bob’s outdoor area is almost just as packed with stuff as inside.
This gentleman of an owner makes his own t-shirts and sells hundreds of them. Political mostly, some have some southern humor and Alabama driven slogans. Baseball hats, sweatshirts, flasks, postcards, swords, confederate hats, and of course the flags, there’s literally everything for sale.
With so much on offer it really is quite difficult not to want to take everything home with you.
My Experience
My experience at Dixie General Store was one of the best and most unforgettable I’ve ever had. It was such a privilege being able to speak with Bob during my time there, which was roughly 3 hours. The hour drive from Birmingham and another hour back was well worth the experience of getting to meet with him and chat for so long. His friendly and hospitable manner made it just that much more enjoyable to puruse the store and laugh at all the tongue and cheek merchandise he had for sale.
But above all else, Bob’s historical knowledge and calm and patient tone with explaining the history was what made the visit so interesting. His explanation of the southern states purpose of the Confederate flag and where our country has gone wrong in its liberal editorial of it is what really educated me and found me yearning to learn more.
If for no other reason than to learn some useful information, Dixie General Store is certainly worth your time and gas money getting there.
The location, while isolated, actually makes sense, as they are smack dab between Birmingham and Atlanta. 1 hour from each respective city and right on the highway, there’s no way you can miss it when coming and going from each state.
So what are you waiting for? You know you want one of Mr. Castello’s many different Confederate flags. One of his pro-Trump bumper stickers, or “Let’s Go Brandon” items. And if it’s not the merchandise your interested in, but a very thorough history lesson, there’s no doubt Bob’ll be happy to give you one. Just make sure that when you do stop in to Dixie General Store, you let them know Lisa sent you!
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