Anyone who’s ever been in the news knows the peculiar wash of resigned exasperation when a writer gets something wrong. Because, really, there’s nothing better than opening up the paper to the piece about your business, for which you were interviewed over an hour, and finding your name misspelled.

A conscientious publication may run a correction–three days later at the bottom of page A-14–but usually unless the mistake is actionable it becomes part of the public record.

So I submit this story, from the Green Bay Press-Gazette, not to make fun–that would be rather bad karma–but as an example of just how easy it is to get the story wrong.

Given the artisanal market’s emphasis on storytelling, I’ve been sort of amazed at how sanguine Leah Caplan is at the amount of misinformation floating about. She just laughed, for example, at a 2007 piece in Chicago Life (the glossy NYT advertising supplement) that not only misspelled Brian Ellison’s name but had the two of them cooking up Death’s Door Spirits after meeting, like stars aligning, at a Slow Food event in Madison. A meeting that existed only in the writers’ fervid fantasies.

Caplan–who, for the record was introduced to Brian Vandewalle by a mutual acquaintance and who oversaw the yearlong rehab of the facility herself–pointed out the Press-Gazette story yesterday and rolled her eyes. “I guess I have to get back to reading the want ads.”