The adventures of Jam Boy. Fraser Doherty

The adventures of Jam Boy.

Fraser Doherty.

How did start?

My Gran taught me to make jam I sell homemade jam door to door Local papers cover the story Leave school and make 1,000 pots a week

Original Packaging

“From our Family - to yours”

The big idea.

Need to move into a factory Come up with the idea of making ‘healthier’

jam Grape juice as a sweetener 100s of batches later, I have a product I want to supply supermarkets Channel 4 think this would make good TV…

What’s so super about ?

Made entirely from fruit and fruit juice. All natural Made from ‘super fruits’, like blueberries Cooked in small batches Tastes damn good!

I meet with Waitrose.

Waitrose like my idea Have to find a factory, get labels designed

and perfect the recipes Potential of a national listing I decide to give it a shot Some mentors feel this is too risky…

Giving birth to the brand.

Contact agencies for quotes (I have no money)

Most are too expensive IAS Smarts offer to help me out They come up with some ideas We agree on ‘Super Man’ theme…

Setting up production.

Visit many factories Most don’t believe in the idea One company finally does 3 months later, they are ready to produce…

Waitrose say ‘No’.

Doesn’t like the labels - off brand The chosen factory is too expensive He doesn’t like all of the flavors We go back to the drawing board….

Second attempt.

Find a new factory More research into the target market Clarify the value proposition Create a new brand that focuses on Brand

Values better….

Waitrose say ‘yes’.

Launch in 185 stores in March 2007 Extensive media coverage ‘The Jam’s 2007 UK Tour’ Launched in Tesco in October Sold over 500,000 jars in first year

Winning Awards.

Enterprising Young Brit Award (2004) The Independent’s ‘Top 40 Children’ (2005) Outstanding Young Person of The World Award (2007) Biggart Baillie Innovation Award (2007) Young Entrepreneur of The Year (2007) Supernova’s Brightest Young Business (2007) Global Student Entrepreneur of The Year (2007) ‘Top 10’ in The Observer’s ‘Future 500’ (2007) Shortlisted for ITV’s ‘Britain’s Best’ Awards (2008)

Disaster Strikes.

Factory bought over and set to close Have to move to a new site Find a new factory Now producing over 40,000 jars a month

What’s next?

Supplying more shops Launching across Europe Wee jars for airlines Setting up production in America New flavours

The Tea Parties

What are the problems?

Elderly population is growing Loneliness affects millions Suicide is highest amongst women, 70+ years old Many outlive their partners/friends and have no

family nearby Care homes are depressing, boring and inhumane.

A cup of tea and a laugh.

Monthly ‘tea parties’, run by students Local schools send along bands, drama groups Posh food and drink from Waitrose Activities; knitting, dancing, story-telling The students can learn from the guests

Why?

Not about getting rich I want to create something I can be proud of If I make money, I can do good ‘A new way of doing business’

The End.

Website: www.superjam.co.ukMy Blog: www.superjam.co.uk/blog

With thanks to Nan.