THE West Midlands mayor has praised ethnic groups for their compliance during the Covid-19 pandemic, saying it was a “strong reflection of the unity of communities” in the region.
The comments from Andy Street follow the release of new research, which showed that local authority areas which ranked higher for socio-economic deprivation in the West Midlands had higher rates of Covid- 19 related deaths.
This directly linked to ethnic groups, who are more likely to be on lower incomes, reside in deprived areas, and live in more crowded households.
The report, published by West Midlands Combined Authority (WMCA), added that there remained “significant unanswered questions” about the higher death rates in ethnic minority communities, and further research was “urgently” needed to understand this.
At a press briefing on the report last week, Street pointed out to Eastern Eye the level of compliance by BAME communities throughout the crisis. In recent months, ethnic groups were blamed for the spike in infections by far-right groups and some public figures, who said they were not adhering to guidelines. In July, Conservative MP Craig Whittaker suggested ethnic minorities were “not taking [the Covid-19 pandemic] seriously enough”.
Dismissing the “nonsense” reported by some news outlets, Street said local ethnic communities in the region had consistently adhered to the guidelines. “Our experience has been extremely good and I think that is a very strong reflection of the unity of our communities across the whole of the West Midlands,” Street said. “I am very proud to say compliance has been extremely good here. I think one of the reasons for that is a very good effort has been put into making sure that leaders of communities have actually had all the information and been able to share those stories.”
The WMCA report also found that healthcare workers had the highest health risk due to exposure to infection in the West Midlands. The black ethnic group had the largest proportion of their population working in this sector (33.6 per cent), followed by ‘other Asian backgrounds’ (18.9 per cent).
It also found that people working within transport were at higher risk, with the largest proportion of workers within the sector hailing from the Pakistani ethnic group (17.2 per cent.) This was followed by Bangladeshis (15.5 per cent).
Jobs facing the most instability were more likely to be occupied by BAME groups and the younger population, such as positions in retail and food services, the report said.
It additionally noted that the pandemic had “exposed and exacerbated” longstanding inequalities affecting BAME groups in the UK, including challenges faced as a result of systemic bias.
Experiencing discrimination and racism on a daily basis could affect physical and mental health, the study found. Dr Lola Abudu, deputy director for health and wellbeing for Public Health England (PHE), said it was vital to dispel myths associated with mental health in minority communities so people felt they could ask for help. She encouraged ethnic groups to access resources from PHE and local authorities, if they felt they were struggling.
“We have resources for all sorts of common mental health conditions, which really help to educate people about their own mental health and how they might be able to help other people,” Dr Abudu said. “We also have resources to enable parents and guardians to support children and young people.”
She urged people to take up physical activity, which she said made a “huge difference” to mental wellbeing. “We need to be encouraging those within our (ethnic minority) communities that are less likely to be physically active,” she said.
The study follows a PHE report in June, which found death rates from Covid-19 were highest among people of ethnic minority groups. It said those of Bangladeshi ethnicity had around twice the risk of death compared to white British people. People of Indian and Pakistani ethnicity had between 10 and 50 per cent higher risk of death when compared to their white counterparts, it added.
The WMCA report acts as an interim to the Health of the Region report due to be published later this year. The study will reflect on the implications of Covid-19 in relation to inequalities in health and wellbeing across the West Midlands.
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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