For all you garlic lovers out there, is a book calledGarlic which fea- tures over 65 deliciously different ways to enjoy cooking with garlic.
Garlic grows as a bulb and the green shoots, often called garlic chives, are also delicious and give a milder ‘garlicky’ flavour than the bulb.
Garlic has many
health-giving
properties – it is antiviral, antibacterial, antifungal, anti- septic and antiparasitic. As well as an array of vitamins and minerals, it contains a po- tent sulphur compound called allicin, which gives garlic its therapeutic properties.
These beautifully simple, yet tasty recipes are taken from Garlic – over 65 deliciously different ways to enjoy cooking with garlic by Jenny Linford. Pub- lished by Ry- land Peters & Small. IS- BN: 978 1 84975 707 2
Smoky garlic baba ghanoush Makes about 400g/14oz
Ingredients:
2 aubergines/ eggplants
2 smoked garlic cloves
Freshly squeezed juice of ½ lemon
3 tablespoons extra virgin olive oil, plus extra to serve n Salt To garnish:
1 tablespoon natural yoghurt
A pinch of ground sumac
Freshly chopped parsley
A foil-lined baking sheet
Method:
Preheat the oven to 200C (400F) gas 6. Place the aubergines/eggplants on a foil- lined baking sheet and roast in the pre- heated oven for 1 hour, turning over half- way through, until charred on all sides.
Place the hot aubergines/eggplants in a plastic bag – the steam will make the skin easier to peel off and set aside to cool.
Peel the roasted aubergines/eggplants and chop the flesh into chunks. Crush the smoked garlic with a pinch of salt into a paste. In a food processor, blend together the roast aubergines/eggplants, smoked garlic paste, lemon juice and olive oil into a smooth puree. Season with salt.
Place in a serving bowl and spoon over the yoghurt. Top with sumac, a little olive oil, add parsley and serve.
Spaghetti con aglio, olio e pepperoncinoServes 4
Ingredients:
450g/1lb spaghetti
150ml/2/3 cup extra virgin olive oil
8 garlic cloves, finely chopped
6 pepperoncini (small Italian dried chilli / chilli peppers), chopped
6 tblsps finely chopped fresh parsley
Salt and freshly ground black pepper
Grated Parmesan cheese, to serve
Method:
Cook the spaghetti in a large pan of salt- ed, boiling water until it becomes al dente.
Meanwhile, heat the olive oil in a small,
heavy-based
frying pan skillet. Add the garlic and pepperoncini and fry gently over a low heat, stirring often, until the garlic turns golden brown, taking care not to burn it. Set the garlic pepperoncini oil aside to infuse.
Once the spaghetti is cooked, drain and return to the saucepan. Gently reheat the oil and pour over the spaghetti, mixing well.
Sprinkle with parsley and serve at once with Parmesan cheese.
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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