I've been working in the food industry for more than 14 years. I have worked in different food manufacturers and in retail in various countries. Having great job titles and doing cool things (such as judging cheese at the World Cheese Awards) was pretty amazing.

However, over time, I was increasingly frustrated with how the food industry works: Focused on profits only instead of making products good and healthy for you.

• We reduce the sugar to the lowest level possible while products still taste great.
• We don't substitute sugar with any other form of sugar such as concentrated fruit juice or artificial sweeteners - we just use more fruit. A lot of fruit.
• We only use natural ingredients: Fruit, Sugar, Pectin.
• We have probably the highest fruit content of jam in Europe, making our jams very fruity but less sweet. (Fruit content of fruit claimed in the name such as strawberries in a strawberry jam).