Superjam - Fraser Docherty ‘Jam Boy’
Mentor: Tony Douglas, Scottish Borders
Fraser Doherty is a remarkable man. Inspired by learning his granny’s jam recipes aged fourteen, he set up his own business at the age of eighteen, since when then has won numerous awards and featured in the publication - ‘How to be a teenage millionaire’ - although he’s quick to point out he isn’t actually a millionaire – yet! His media credits are impressive. As is his company performance.
He chose the Business Mentoring service to assist the growth of his company Eat Super Ltd. From small beginnings in his mother’s kitchen in Edinburgh he now turns over £750,000 a year having maintained good profitability levels from the outset.
Fraser says: “Three years ago, I had reached a point in developing my business where I wanted to take everything on to 'the next level'. I hoped to move production into a factory, rebrand the products and gain a listing in one of the major multiples. These were all areas of which I had little or no experience and was seeking advice from those who had 'been there and done it’.
“I was extremely lucky to team up with Tony Douglas. Tony spent years of his life working for Tesco and gave me direction from the point of view of a supermarket buyer. This helped me to understand what the buyers were looking for, how to deal with them and what I was getting wrong.
“I had to explain my ideas to someone other than myself and, in a sense, provide good reasoning for my plans. Tony was a good sounding board for me to chat through my ideas with. Sometimes, it isn't very easy to explain my ideas very coherently. I liked the informality of our relationship.
“Having a good mentor is one of the best tools you can have in starting up a business. Sharing your ideas with other people opens them up for criticism and discussion. Mentors will usually be able to help improve on what you could come up with on your own by sharing their own experiences with you.
Mentor, Tony Douglas welcomes the opportunity to give something back “After 25 years plus in the ‘front line’.”
He says: “The chance to have others benefit (hopefully) from my learning curve (ups and downs, successes and knock backs) is very rewarding. I feel I can help new businesses / growing businesses and owners on how to approach supermarkets and what's involved.
“Getting the opportunity to see new and different businesses, the buzz you get from listening to their plans and ideas and the opportunity to give some input and guidance are all part of the rewarding payment for this voluntary contribution.
Nearly two years on from that marriage of minds Fraser’s business is consolidating. “It’s not growing as fast as it did at first, but his supermarket customers are very happy. Store numbers are rising and so are sales per store. Germany is a tough market, but he is pushing ahead in Netherlands, Belgium and now Scandinavia. We give away 50m Superjam coupons a year. Profits are reinvested in the business as much as possible.”
Fraser’s enthusiasm is infectious and a credit to the inspiration that Mentoring has given him to continue the cycle by helping others. “Contrary to many people’s expectations business is not full of ruthless ‘every man for himself’ people. There are plenty who are excited by new ideas and offer to help. Scotland’s business community is a small one, and well connected. We can all benefit from this virtuous circle.”
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