Cultural champions who drive civic pride and help build community cohesion in Birmingham and the West Midlands through their businesses are being celebrated in a new series of short films and events commissioned by Hockley Social Club.

The first work in the series, Jerkman produced by filmmaker Carl Woods from MADEBYBRUM and featuring Adrian Alexander, the Handsworth-born owner of Caribbean food trader West Midlands Jerk Centre (WMJC), was shown at a special launch event hosted by the Jewellery Quarter venue and cultural meeting space.

Capturing the story of the 44-year-old third-generation British-Jamaican who has risen to the top of his profession through years of apprenticeship under jerkman Tico Notch, the short film is also a recognition of Adrian’s commitment to preserving and adapting Caribbean values, bringing family and friends together over traditional food in Birmingham.

From auspicious beginnings rolling cutlery in napkins to cooking at carnivals and social events across the UK for 20 years, Adrian has modified and perfected his own marinade and cooking technique using ingredients sourced from multiple communities and markets across Birmingham in the process.

The business owner’s professional journey mirrors that of a number of successful food traders in the city whose businesses are a firm part of the cultural fabric of the city.

WMJC are now a resident food trader at Hockley Social Club, helping to build the reputation of the Jewellery Quarter venue as a key cultural meeting place for community, culture and food fans from across the region.

Traditional Jamaican values for the 21st century

Adrian Alexander from WMJC said, “My family have been around food for as long as I can remember, including involvement with the FCF Club in Handsworth, and under Tico I helped to deliver food for the Marcus Garvey and Simmer Down Festivals, cricketer Malcolm Marshall, as well as carnivals in Leeds, Bristol and Coventry.

“Food trading was something I was destined to do. I didn’t initially realise that it was my calling, but I’ve always felt at ease when working with food, family and friends - from helping my Mum with catering through to running WMJC in 2025.

“Around 2012, whilst working for WMJC part time as well as in retail management full time, I began to see the rise of street food appearing outside Black community spaces, including at places like Digbeth Dining Club, as well as brunches, pop-ups and functions. We began to ramp up our activity to appeal to new customers and markets, including adapting our spice levels.”

“The best jerkers out there make their own marinade. That sets us apart. Some will buy the base of the marinade and build it up from there.

“It becomes authentic to you. If even I were to share the ingredients, it would be very difficult for anyone to recreate our flavour and taste. It all comes down to ratios, if you change the ingredients just slightly e.g. the chillis we use or the age of them, the overall taste will be different.

“The theatrics of street food is important - keeping the barrels we cook in close to where people are queuing, and the aroma of our food helps to communicate what we’re about.

“There’s a stereotype around Caribbean food traders in that the worse the customer service, the better the food. We’re reversing that.”

Showcasing the impact of Birmingham and the West Midlands

Jerkman was filmed and directed by local documentary filmmaker Carl Woods, of Made By Brum and storytelling agency Zedmill.

The 33-year-old from Shirley in Solihull, has worked across the world for brands including Citroen, Adidas and The Big Issue, telling stories that platform and empower often unheard and under-represented communities and social issues.

In 2023 his debut feature film, "My Everest" was released theatrically across the UK to critical acclaim.

Since then, the creative has set-up MADEBYBRUM, a project using film and storytelling to rewrite the narrative of the West Midlands; telling local stories, with local teams, to showcase the world the impact Birmingham and the West Midlands has had on music, food, industry and culture.

Carl Woods, director of Jerkman - the second MADEBYBRUM story - said, “Its important that we take pride in each other’s communities. Not only does this bring us together and create cohesion, it also creates this collective identity and pride.

“The perception of Birmingham and the West Midlands, and the many areas within this region such as Handsworth, can often be negative - and needlessly so. Our region is a cultural melting pot, full of incredible food, music, and industry; with a long history of making a strong impact on the world.

“This project is all about showcasing our people and places, and telling stories that rewrite the narrative of the West Midlands and challenge those negative perceptions.

“Telling Adrian’s story is a step towards that. He is a great community champion and voice for Handsworth; something I could clearly see on our day filming together, as he took me round his old stomping grounds, and places such as the Wholesale Markets in Aston, and his local butchers on the Soho Road.”

Actors, academics, broadcasters, creatives, and entrepreneurs from across the Midlands, including stars of seminal Birmingham-based film One Day Dylan Duffus and Zimbo Freemind, Black Studies Professor Kehinde Andrews, rapper Juice Aleem, Grosvenor Road Studios Operations Director and Black Voices Artistic Director and GMB presenter Marverine Cole, joined the audience at the Hockley Social Club launch.

The evening recognised Handsworth’s role in shaping Birmingham’s unique cultural fabric, with a DJ set from Jayson Wynters, performances from poet Ray Ritess and singer-songwriter Call Me Unique, a sampling of WMJC food, the screening of Jerkman, and a panel discussion with Adrian Alexander, Carl Woods, and writer-producer Omari McCarthy, hosted by broadcaster Nikki Tapper.

Watch Jerkman here

WMJC are resident food traders at Hockley Social Club until June 2025. For more information, visit the Hockley Social Club website here