Imagine starting a Facebook group as a joke, only to have 29,000 people join it. And then imagine realizing that your little Facebook group has become an actual business. That’s essentially what happened to Jason Bover, a food reviewer in New York who created a Facebook group called Ulster Eateries Unfiltered.
What started as a disagreement over restaurant reviews eventually grew into one of the largest online food communities in the Hudson Valley. But with that growth came sponsorships, business opportunities, criticism, and some pretty serious questions about responsibility. And I think there’s a lot that content creators and small business owners can learn from this story.
It All Started With a Facebook Group Disagreement
In January 2022, Jason had a disagreement with a Facebook group operated by the Ulster County Regional Chamber of Commerce. The issue involved negative restaurant reviews. Bover believed the chamber’s group was too restrictive about criticism, while the chamber maintained that its community was intended to support local businesses. So Jason created his own group and called it Ulster Eateries Unfiltered.
And according to the Times Union, he initially created it as a joke aimed at the chamber. Apparently, people were ready for a different kind of restaurant discussion. Jason said approximately 1,000 people joined within three days.
Today, the group has more than 29,000 members and has reportedly reached as many as one million monthly views. That’s quite a lot of attention for something that started as a joke. lol
When a Facebook Group Becomes a Business
I think one of the most fascinating parts of this story is how an online community can develop into a business without necessarily starting with that intention. People joined because they wanted to discuss local restaurants. They shared experiences, posted reviews, and recommended places to eat. And as the audience grew, so did the group’s influence.
Eventually, that attention created opportunities for restaurant sponsorships, promotional activities, and discount gift cards. The group now has its own website promoting a VIP discount card that can be used at participating local businesses. And I don’t think there’s anything inherently wrong with monetizing a community you’ve spent years building.
Creating and managing a large Facebook group takes time. But once money enters the picture, I think transparency becomes incredibly important. Especially when the businesses paying for promotional opportunities are also the businesses being discussed and reviewed.
Honest Reviews Are Important. So Is Fairness.
I actually agree with the idea that people should be able to share honest experiences about local businesses. Not every restaurant visit is wonderful. Sometimes the food isn’t great. Sometimes the service is disappointing. And consumers should be able to talk about those experiences. But there’s a difference between constructive criticism and allowing a business to become the target of an online pile-on.
Remember, these aren’t enormous corporations with unlimited resources. Many local restaurants are owned by families who have invested years of work and significant money into their businesses. One negative experience doesn’t necessarily represent everything about that restaurant. As Ulster Eateries Unfiltered grew, Jason Bover introduced stricter review requirements.
Members were asked to identify themselves, describe their orders, and provide original photographs. The group also restricted anonymous reviews and unsupported food-poisoning allegations. And honestly, I think those are reasonable steps. Because if you’re going to operate a community where people publicly evaluate businesses, you need standards that protect the credibility of those conversations.
Then the Group’s Founder Faced Backlash
During the summer of 2026, Jason faced criticism over a comment he made about a former local restaurant. In a discussion about restaurants people missed, he made a joke referencing a 2006 murder associated with the former Ground Round restaurant. The comment sparked a large amount of backlash. Mariner’s Harbor, a local restaurant, publicly distanced itself from the group, describing the remark as inappropriate and insensitive.
Jason later apologized and said he made a donation to Project: Cold Case, an organization supporting families affected by unsolved homicides. Some people accepted his response. Others felt it wasn’t enough. And while I don’t think one mistake should automatically define someone’s entire career, I do think this demonstrates something important.
When you’re the person running a community, your behavior affects more than just your personal reputation. It can influence how people view the entire group and the businesses associated with it.
What Happens When Community Influence and Money Overlap?
Here’s something I think every Facebook group administrator should consider. If your community accepts money from local businesses, how do members know whether they’re seeing an independent recommendation or paid promotion? That doesn’t mean sponsored businesses are receiving special treatment. And it doesn’t mean the administrator is doing anything dishonest.
But the relationship should be clear.
If a restaurant pays to promote itself in a community, people deserve to know that. And if a group positions itself as a place for honest, independent reviews, its moderation standards should apply consistently. You can’t build trust by promising honest opinions and then make people wonder whether paying businesses are treated differently. Transparency protects the community, its members, and the businesses involved. I write more about this in THIS blog post.
Building a Community Comes With Responsibility
I love seeing people build something successful online. Especially when it starts with a simple idea and grows because people genuinely want to participate. And there’s something pretty remarkable about creating a Facebook group that attracts 29,000 members. But I think this story illustrates how much responsibility comes with that kind of influence.
You’re no longer just someone posting restaurant opinions. You’re managing a community that can affect where people spend money, how businesses are perceived, and whether local owners feel comfortable participating. That requires more than knowing how to grow an audience. It requires good judgment, consistent moderation, transparency, and the willingness to take responsibility when something goes wrong.
My Take on Ulster Eateries Unfiltered
I don’t think this story is simply about a controversial Facebook group. It’s about what happens when an online community grows into something much bigger than its original purpose. I think honest reviews are valuable. I think creators deserve opportunities to earn money from the audiences they’ve built. And I think local businesses benefit when people genuinely recommend them.
But those things have to coexist with accountability.
Because building a community is one thing. Being responsible for the influence that community develops is another. And the larger that community becomes, the more important that responsibility gets.
The Internet Has No Shortage of Interesting Stories. ☕
A Facebook group starts as a joke, grows to 29,000 members, and suddenly becomes a business with a whole lot of responsibility. And that’s just one story happening in the creator world!
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FAQ
What is Ulster Eateries Unfiltered?
Ulster Eateries Unfiltered is a Facebook group founded by food reviewer Jason Bover in 2022. It focuses on restaurant reviews and food discussions in New York’s Hudson Valley.
How many members does Ulster Eateries Unfiltered have?
As reported by the Times Union on October 28, 2026, the group had more than 29,000 members and had reportedly generated up to one million views in a month.
Does Ulster Eateries Unfiltered make money?
The group has developed commercial activities, including restaurant sponsorships and a paid VIP discount card. Its website lists participating restaurants and discount offers.
Why did Jason Bover face criticism?
Bover received backlash after making a joke referencing a murder associated with a former restaurant. A local restaurant publicly distanced itself from the group. Bover subsequently apologized and reported making a charitable donation.
Can Facebook group administrators charge businesses for sponsorships?
Yes, group administrators can establish commercial relationships with businesses, subject to applicable laws and platform rules. Paid endorsements and promotional relationships should be clearly disclosed when they could affect how members interpret recommendations.
