Entrepreneur Clippy toasts sweet victory over jam
A NORTH West businesswoman who literally encountered a sticky issue with red tape, is toasting a victory for common sense.
For 18 months Sale-based food entrepreneur Clippy McKenna has been fighting a battle with the government over whether she can call her products a jam or a fruit spread.
She took her campaign to Business Secretary Vince Cable, who has ordered officials to look again at the Jam and Similar Products (England) Regulations 2003.
These rules dictate the amount of sugar required in a conserve, jam or preserve to allow it to be labelled as a jam.
Clippy McKenna explained: “At present, because of bad drafting, there’s a ‘no-jams land’ in the regulations which mean that a preserve with a sugar content between 50% and 60% has no legal name – it’s not a jam, it’s not a conserve and has to be called a fruit spread.
“Many firms, including Clippys feel that allowing them to label as jam would significantly increase sales and open up new exports markets – particularly in the USA.”
Commenting on the situation Vince Cable said: “This is exactly the sort of ridiculous red tape that we want to do away with. And thanks to people like Clippy and our Red Tape Challenge campaign, we are.
“Of course, consumers need to know that the product they’re buying is what it says on the label. But as Clippy herself says, this looks like jam, smells like jam and tastes like a jam – the only thing stopping it being called jam is some out-dated rules.
“We want to sweep away unnecessary bureaucracy like this which is costing business time and money and stopping them doing what they should be doing: creating jobs, boosting the economy and in some cases, making jam.”
Clippy McKenna added: ““Clippy’s jams use more fresh fruit than any other brand of jam, conserve or fruit spread on the high street. However, in 2011, I was told by the EU and then the UK government that we couldn’t call our jams ‘jam’ because they don’t contain enough sugar.
“For the past 18 months I have been fighting this ridiculous red-tape which is why I am absolutely delighted the government has agreed to lower the allowed sugar levels. As an everyday Mum, I hope that my experience illustrates to the general public that, if you truly believe in something, it is possible to successfully challenge the status quo”
Clippy started her business at her kitchen table in Sale four years ago, and is now selling the product to Tesco, Morrison’s, Ocado Asda and Booths.
