My first Magazine The Dream Box_E-Magazine_January 2018 | Page 14

ENTREPRENEURSHIP
FROM GRAN’S KITCHEN TO THE
SUPERMARKET SHELVES
With a spark of entrepreneurship at the age of 14,
Fraser Doherty became one of the inspirational
entrepreneurs of the current time
E
Kriti Diwakar
veryone has a dream to fulfill, an aim to achieve and
in fact, everyone has the power to accomplish but
why only few succeed? There are many people who
strive for their goals but only some are destined to go the
distance. They are the ones who carve their niche in the book
of success. One of such personalities is Fraser Doherty, the
trailblazer of home-fostered product ‘SuperJam’. He also
has authored 3 books and has of almost 20 awards to his
credit.
Fraser Doherty, a 14 year old Scottish boy hailing from
Edinburgh had taste buds heedful to Jams. Growing up,
sardine to the taste of his granny’s Jam, little did he know
then that the Jam that graced the bread on his plate would
one day become an emblem in the world of Breakfast
condiments. His granny and only his granny knew the
enigmatic formula of the jam that he loved the most. Being
inspired from his childhood fantasy, Fraser began his quest
of jam making. His neighbors would be among his first
customers. Encouraged by the response, he later started
working almost 60 hours in order to deliver the best jam
within time limit. He would hardly get any time to attend his
personal obligations.
“Pleasure in the job puts perfection in the work” is what
Fraser believed in. So, he left his studies at a tender age of
16 to devote his consummate attention towards his passion,
making jam. Soon Doherty’s jam made its way into the
farmers’ market, where it was greeted with unprecedented
response albeit with a suggestion to go for a pure fruit jam.
He immediately tweaked his recipe and came up with a
new product named “SuperJam”, the king of all jams. This
move proved to be a master-stroke, as the order for this new
product ballooned by the minute. Such was the demand
that, he eventually started renting out a factory for a number
of days each month to finish all his production work.
A turning point in his nascent career came when, in
2007, Waitrose, a renowned supermarket chain in the U. K.,
approached Doherty intending to collaborate with him in
shelving his SuperJam products in their stores. Within few
THE DREAM BOX
13