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Amid skyrocketing prices, a grassroots movement emerged, spearheaded by individuals like Jamaican comedian Marlin Palmer. In 2016, Palmer initiated the #MakeOxtailCheapAgain campaign, humorously highlighting the rising costs of oxtail through social media. He noticed the steep price of oxtail at a restaurant and drew parallels to contemporary political campaigns, igniting conversations among long-time oxtail enthusiasts.
Online, many shared their tales of oxtail consumption, deepening the concern over accessibility for traditionalists who have flourished with this cut in their diets for generations. Palmer's tongue-in-cheek commentary resonated with many, creating a sense of community among those affected by price hikes.