Cheddar Gorge: Where history, geology and biodiversity converge
Recreational opportunities abound in Cheddar Gorge, from exhilarating rock climbing routes to scenic clifftop walks.
By Vibhuti PathakApr 22, 2024
Cheddar Gorge, nestled in the Mendip Hills near the village of Cheddar, Somerset, England, is a geological marvel steeped in history and significance. It's renowned as the site of the Cheddar show caves, where the ancient skeleton of Cheddar Man, dating back 9,000 years, was unearthed in 1903. These caves, formed by the activity of an underground river, boast impressive stalactites and stalagmites.
This natural wonder has evolved into a thriving tourist destination, attracting around 500,000 visitors annually. Its geological features, including a maximum depth of 137 meters and a near-vertical cliff face, showcase a diverse range of rock formations. The gorge's rich geological composition, comprising Black Rock slate, Burrington Oolite, and Clifton Down Limestone, offers insight into millennia of Earth's history, shaped by Variscan orogeny and climatic fluctuations.
Cheddar Gorge's ecological significance extends beyond its geological formations. It harbors a diverse array of flora and fauna, including rare species like the Cheddar pink and Cheddar whitebeam. Despite occasional flooding hazards, the gorge remains a haven for wildlife, with notable sightings of peregrine falcons, buzzards, and adders.
Limestone rock formations underground in caves at Cheddar Gorge in Somerset. (Photo credit: iStock)
Ownership of the gorge is divided between the Marquess of Bath's Longleat Estate and The National Trust, with both entities contributing to its preservation and maintenance. While commercial activity primarily occurs on the Longleat-owned south side, conservation efforts aim to protect the gorge's natural beauty and biodiversity.
Recreational opportunities abound in Cheddar Gorge, from exhilarating rock climbing routes to scenic clifftop walks. The area's cultural significance is also celebrated through attractions like the Cheddar Man Museum of Prehistory, offering insights into prehistoric life and archaeological discoveries.
Top Attractions:
Cheddar Man: Discover Britain's oldest complete human skeleton, estimated to be 9,000 years old, found within the Cheddar show caves.
Cave Exploration: Delve into the underground wonders of Gough's Cave and Cox's Cave, known for their stunning stalactites and stalagmites.
Scenic Walks: Take a clifftop stroll along Jacob's Ladder for panoramic views of the gorge, or explore the nearby countryside with its chalk grasslands and unique flora.
Rock Climbing: Challenge yourself on over 590 graded rock climbing routes, or opt for a more leisurely ascent along Cliff Road, popular among cyclists.
Signpost at the entrance to Cheddar Gorge, Cheddar, Somerset, UK (Photo credit: iStock)
Nearby Locations:
Cheddar Village: Explore the charming village of Cheddar, nestled at the foot of the gorge, and sample some authentic Cheddar cheese.
Mendip Hills: Venture further afield to discover the beauty of the Mendip Hills, offering scenic walks, ancient woodlands, and picturesque villages.
Bristol: Immerse yourself in city life with a visit to nearby Bristol, renowned for its vibrant arts scene, historic harbor, and diverse culinary offerings.
How to Reach:
By Car: Cheddar Gorge is easily accessible by car, with the B3135 road running through the gorge. Ample parking is available at various points along the route.
Public Transport: Those traveling by public transport can take a train to nearby stations such as Bristol Temple Meads or Weston-super-Mare, followed by a bus or taxi to Cheddar Village.
Guided Tours: Consider joining a guided tour from Bristol or Bath, offering convenient transportation and expert insight into the gorge's history and geology.
Embark on an unforgettable journey through Cheddar Gorge, where ancient mysteries meet breathtaking landscapes, and adventure awaits around every corner.
Overall, Cheddar Gorge stands as a testament to the Earth's geological heritage and the importance of conservation in preserving natural wonders for future generations to enjoy.
Jay's grandma’s popcorn from Gujarat is now selling out everywhere.
Ditched the influencer route and began posting hilarious videos online.
Available in Sweet Chai and Spicy Masala, all vegan and gluten-free
Jayspent 18 months on a list. Thousands of names. Influencers with follower counts that looked like phone numbers. He was going to launch his grandmother's popcorn the right way: send free bags, wait for posts, pray for traction. That's the playbook, right? That's what you do when you're a nobody selling something nobody asked for.
Then one interaction made him snap. The entitlement. The self-importance. The way some food blogger treated his family's recipe like a favour they were doing him. He looked at his spreadsheet. Closed it. Picked up his phone and decided to burn it all down.
Now he makes videos mocking the same people he was going to beg for help. Influencers weeping over the wrong luxury car. Creators demanding payment for chewing food on camera. Someone having a breakdown about ice cubes. And guess what? The internet ate it up. His popcorn keeps selling out. And from Gujarat, his grandmother's 60-year-old recipe is now moving units because her grandson got mad enough to be funny about it.
Jay’s grandma’s popcorn from Gujarat is now selling out everywhere Instagram/daadisnacks
The kitchen story
Daadi means grandmother in Hindi. Jay's daadi came to America from Gujarat decades ago. Every weekend, she made popcorn with the spices she grew up with, including cardamom, cinnamon, and chilli mixes. It was her way of keeping home close while living somewhere that didn't taste like it.
Jay wanted that in stores. Wanted brown faces in the snack aisle. It didn’t happen overnight. It took a couple of years to get from a family recipe to something they could actually sell. Everyone pitched in, including his grandmom, uncle, mum. The spices come from small local farmers. There are just two flavours for now, Sweet Chai and Spicy Masala. It’s all vegan and gluten-free, packed in bright bags that instantly feel South Asian.
The videos don't look like marketing. They look like someone venting at 11 PM after scrolling too long. He nails the nasal influencer voice. The fake sympathy. “I can’t believe this,” he says in that exaggerated influencer tone, “they gave me the cheaper car, only eighty grand instead of one-twenty.” That clip alone blew up, pulling in close to nine million views.
Most people don't know they're watching a snack brand. They think it's social commentary. Jay never calls himself an influencer. He says he’s a creator, period. There’s a difference, and he makes sure people know it. His TikTok has around three hundred thousand followers, Instagram about half that. The comments read like a sigh of relief, people fed up with fake polish, finally hearing someone say what everyone else was thinking.
This fits into something called deinfluencing; people pushing back against the buy-everything-trust-nobody cycle. But Jay's version has teeth. He's naming names, calling out the economics. Big venture money flows to chains with good lighting. Family businesses with actual stories get ignored because their content isn't slick enough.
Jay watched his New York neighbourhood change. Chains moved in. Influencers posted about places that had funding and were aesthetic. The old spots, the family ones, got left behind. His videos are about that gap. The erosion of local culture by money and aesthetics.
"Big chains and VC-funded businesses are promoted at the expense of local ones," he said. His content doesn't just roast influencers. It promotes other small food makers who can't afford to play the game. He positions Daadi as a defender of something real against something plastic.
And it's working. Not just philosophically. Financially. The videos drive traffic. People click through, try the popcorn, come back. The company can't keep stock. That's the proof.
Daadi popcorn features authentic Gujarat flavours like Sweet Chai and Spicy Masala, all vegan and gluten-free Daadi Snacks
The blowback
People unfollow because they think he's too harsh. Jay's take: "I would argue I need to be meaner."
In May, he posted that he's not chasing content creation money like most people at his follower count. "I post to speak my mind and help my family's snack biz." That's a different model. Most brands pay influencers to make everything look perfect. They chase viral polish, and Jay does the opposite. In fact, he weaponises rawness and treats criticism like a product feature.
The internet mostly backs him. Reddit threads light up with support. One commenter was "toxic influencers choking on their matcha lattes searching their Balenciaga bags." Another: "Influencers are boring and unoriginal and can get bent." The anger is shared. Jay simply gave it a microphone and a snack to buy.
Jay's success says something about where things are going. People are done with curated perfection. They can smell the artificiality now. They respond to brands that feel like humans rather than committees. Daadi doesn't sell aspiration. Doesn't sell a lifestyle. Sells popcorn and a point of view.
The quality matters, including the spices, the sourcing, and the family behind it. But the edge matters too. He’s not afraid to say what most brands tiptoe around. “We just show who we are,” Jay says. “No pretending, no gloss. People can feel that and that’s when they reach for the popcorn.”
Most small businesses can't afford to play the traditional game. Can't pay influencers. Can't hire agencies. Can't fake their way into feeds. Maybe they don't need to. Maybe honesty and humour can cut through if they're sharp enough. If the product backs it up. If the story is real and the person telling it isn't trying to sound like a PR script.
This started with a list Jay didn't use. The business took off the moment he stopped trying to play by the usual rules and started speaking his mind. Turns out, honesty sells. And yes, the popcorn really does taste good.
Daadi Snacks merch dropInstagram/daadisnacks
The question is whether this scales. Whether other small businesses watch this and realise they don't need to beg for attention from people who don't care. Right now, Daadi keeps selling out. People keep watching. The grandmother's recipe that was supposed to need influencer approval is doing fine without it. Better than fine. Turns out the most effective marketing strategy might just be giving a damn and not being afraid to show it.
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