Beta Generation: The Adventures of Jam Boy

From Stewed Fruit to Supermarket Shelves

Fraser Doherty, a young entrepreneur, began his journey into the world of business at the age of 14 with nothing more than a passion for creating healthy jam and a few screwtop jars. Today, he is celebrated as the founder of SuperJam, a company that epitomizes the spirit of the Beta Generation.

The Genesis of SuperJam

It all started in Fraser’s grandmother’s kitchen in Glasgow. Inspired by her jam-making skills, Fraser began crafting his own recipes and selling them locally. By 16, he was producing over 1,000 jars a week, driven by his big idea: to create jam purely from fruit, without any added sugars or sweeteners. His breakthrough came during a Waitrose ‘Meet The Buyer Day’, an event comparable to the X-Factor for grocery entrepreneurs.

The First Pitch

Fraser’s initial pitch to the Senior Jam Buyer at Waitrose was a learning experience. Despite wearing an oversized suit borrowed from his dad, he presented his unique concept passionately. However, he learned that transforming his idea into a supermarket-ready product required more than enthusiasm—it needed branding, production, and refined recipes.

Building the SuperJam Brand

Embracing creativity and innovation, Fraser collaborated with an agency to develop the SuperJam brand. Initially, the brand was built around a comic book theme, linking “SuperJam” to “SuperMan”. Despite the fun approach, the essential message of 100% fruit content was overshadowed by the humor.

Pivoting to Success

After receiving critical feedback from Waitrose, Fraser pivoted. He redesigned the packaging to clearly communicate the jam’s 100% fruit composition and secured a new production partnership. This strategic shift paid off as SuperJam was eventually launched in Waitrose stores.

Today, SuperJam is a globally recognized brand sold in eight countries and even honored as an iconic Scottish brand in the National Museum of Scotland.

Advice for Aspiring Entrepreneurs

Fraser’s journey highlights the intersection of entrepreneurship, innovation, and determination. Here are his top tips for budding entrepreneurs:

1. Don’t be Afraid: Many have great business ideas but hesitate to take the plunge. Remember, you have nothing to lose.
2. Start Small: Begin your venture on weekends or evenings without quitting your job. Test the waters with minimal risk.
3. Ask for Help: Seek guidance from experienced entrepreneurs. Mentorship can provide invaluable insights.

Fraser’s story is a testament to the impact of entrepreneurship and innovation in creating opportunities, fostering financial literacy, and combating poverty through inspiring ventures.