a spoonful of Mayo


who we are

JAM is a specialist Consultancy Partnership founded back in 2004.

JAM are food & drink sector specialists.

JAM has an insatiable appetite for solving problems.

JAM loves connecting people so their business GROWS!

JAM understands that businesses need solutions & actions, not just plans.


Paul - Managing Partner

Paul is a well established food industry practitioner. His commercial career started with CPC Caterplan selling some of the UK’s best known food brands, Knorr, Hellmann’s, and Frank Cooper’s & Mazola etc. His association with building strong food brands continued with RHM & McCain Foods.

Relishing a real commercial challenge, Paul then Joined Tryton Foods, shortly after their devastating fire of 1995. He led Tryton’s commercial team to establish the Aunt Bessie Brand as the UK’s fastest moving food brand, securing the brand well inside the UK’s Top 100 brands from a standing start in just 6 years. Paul then headed up the commercial operation for the Kitchen Range Foods Group returning the business to profit within 18 months.

In March 2004, Paul established the JAM Partnership. Whilst at heart, Paul loves the sales & negotiation process, he specialises in Business Strategy, Brand Creation & Development (incl brand licensing) & Leadership Mentoring.

Paul’s passion is playing trombone in a Big Band or restoring his classic motorcycles!


Heather - PR Specialist

Heather is JAM's communications & PR expert. Starting as a trade journalist initially and then 16 years PR experience across food & drink, lifestyle, consumer and healthcare accounts for brands including Mars (Masterfoods), Unilever, Vitamix, Green Giant, Premier Foods, Which? Consumer Magazines, Green King, Del Monte, and Muller.

She sucesfully guided producers and Local Catering Authorities after Jamie Oliver’s exposé on the quality of school meals and has experience both in-house and client side for a variety of brands including LighterLife and Green King. As a business developer very recently with Vitamix in the UK she mapped market and secured a distributor before staring the PR plan. Heather identifies and deals with both opportunities and issues.

So for great brand awareness without the usual Puffery & Fluff – she's your girl!


Johnny - Partner

Johnny is a true expert in his handling of complex and large scale National Accounts in both Retail and Food Service channels. He is a high performing & strategic commercial professional with experience on both side of the commercial table. As a former interim Director of Purchasing for Hard Rock Café (Europe) and a former Head of Foodservice for Smithfield Foods Inc, he understands UK & European Foodservice and supply chain. Additional in retail, as a meat trade specialist Johnny managed the Marks & Spencer account for Tulip Foods Ltd.

Johnny’s passion when off duty, is playing as a charity cricketer for a well known veteran’s team and working as a VIP Steward at International Equestrian events.


Andy - Retail Specialist

Andy is a Freelance retail professional. A former retail sector buyer for a number of the UK’s major retailers, Andy knows he way around this fast changing landscape Andy is a passionate foodie and a great addition to the JAM team. Exceptional knowledgeable & trusted in the retail arena, Andy knows how to get the job done with ease and in style...

Many of the UK’s biggest brands and specialist producers, have benefited from his practical advice and style of doing things, without fuss or faff. When in leisure mode, Andy, can be seen seeking out interesting new products whilst ride his Harley Davison motorcycle


Wendy - Partner

Wendy was a founder partner with Paul back in 2004 and still runs and maintains many of JAM’s back-of-house systems. After graduating as a foreign language and marketing specialist, she worked at the head offices of Morgan Stanley Bank and Sainsbury’s Stores in London. She later broadened her retail experience by joining the JS trading team as a senior buying manager. Her insights of what the UK retailer expects from a category supplier are highly prized by the team.

Wendy specialises in training and development, management development, enhancing business processes, market analysis and creating compelling copy for advertising and category management presentations.

Wendy’s also passionate about cross stitch and quilt making – it’s perhaps that eye forfine detail again!


Max - Design

Max is a colourful character. He failed to put his degree in Modern History to good use by going into advertising both as an account manager on FMCG and BlueChip clients, and as a sales manager for The Daily Mail . Having left the world of proper jobs he set up his own furniture design business showing in Milan, New York and London. Adding further strings to his bow he started working with a broad range of clients from luxury food brands to financial institutions creating and developing all aspects of branding and design.

a spoonful of Mayo


what we do

JAM works closely with the entire industry.

JAM knows the BEST ROUTE to market for your business.

JAM helps open doors and connect partners.

JAM provides business solutions with an action plan.

JAM helps you make the RIGHT CHOICE.

a spoonful of Mayo

Sticky Problems

Add value to your business fast!

Is this you?

existing resources under pressure?

need to plug skills/knowledge gap?

need perspective on business issues?

need to make a bigger impact?

Why not add...

JAM's experience and expertise.

JAM's network of industry contacts.

JAM's sales, marketing and design menu.

JAM's own brand menu

on a plate

hungry for results?

can't see the wood for the trees?

talk to the JAM team for your a la carte solution

feed your business with the support that you need

visit the specialist links above: Sales, Marketing & Design

Just Add Sales

Bring your business results to the boil

senior account management

interim and contract management

strategic and tactical implimentation

trade presentations

category management

customer implementation audits

coaching and leadership mentoring

enhancing presentation skills

event and conference management

Just Add Marketing

Add new insight and create lasting value

brand strategy

market reconnaissance

bespoke market research

advertising and media buying

communications and PR

innovation and NPD workshops

brand licensing opportunities

Just Add Design & Print

Sharpen business focus on the hot spot!

corporate identity

brand and packaging development

design and print - stationery and brochures

POS and signage

advertising and copywriting

direct marketing

web design

digital presentation

video production

Event Management

Making your event a banger rather than a clanger!

Do you?

offer Food Study Tours?

run Hospitality and Music Events?

stage Themed Parties or Dances?

Make your event sizzle!

JAM are event planning and management experts.

Hospitality, Music & Dance Events specialists.

We hyave our own event ticket box service - JustAddTickets

Jammy words

What our clients say about JAM

Everyone seems to know them!

Annabel Karmel MBE

They have exceeded our expectations in all phases of presentation, including reaching sales channels that had previously been unavailable to us.

Jeff Ulrich
Executive Vice President, Sales & Marketing - Ring Containers

Paul and team always deliver in-depth market reports that help us make our plans.

Albert Van Der Vlies
European Sales Director Lamb & Weston

The JAM Team really helped us grasp the Foodservice opportunity, unlocking the right doors and getting Florette new business fast.

Sandy Sewell
Commercial Director - Soleco UK LTD

Paul is a thoroughly motivated and enthusiastic individual who has a wealth of foodservice experience and knowledge. I have found him a great source to tap into for key projects.

Arlene Smith
Category Marketing Manager - Macphie of Glenbervie Ltd

Fantastic work! Really added value for us - better than we thought possible.

Giuseppe Fionda
Managing Director

I've really enjoyed working with Paul Mayo; He brings new insights, a wealth of real experience, putting it to great practical use to develop business

Paul Murray
Catering Director - Alpha Retail Catering

JAM handles all our packaging design & print – fast quality service.

Mark Pritchard
Purchasing Director, Excellence Ltd (Ireland)

Exceptionally well connected, combined with a fantastic can do attitude.

Julie Leviers
Vice President of Innovation - Glaxo Smith Kline

Tenacious, focused, and above all gets the job done effectively often in the most innovative way.

Penny Moore
Director of Marketing - 3663 Foodservice

Paul understands what pressures today's major operators are under and knows the best route for suppliers to follow. He ensures that you gain maximum impact - giving you true points of difference.

Nick Moore
Purchasing & Development Director S & N/Spirit Group

JAM - Nice guys who know their stuff.

David Jeffs
Commercial Director, Avilton Foods

JAM helped us understand how Foodservice will work for Little Big - they brought clear focus and a new perspective to our plans.

Tony Risso-Gill
Managing Director, Little Big Food Company

Paul Mayo is highly respected in the frozen food industry with a successful track record in growing market shares and profitability. His expertise will be invaluable to companies seeking to exploit new market opportunities or seeking to expand volume through strategic developments.

Alf Carr
Director General - British Frozen Food Federation

That's my boy!

Bob Mayo - Bedford


Just some of the yummy brands that have added

contact JAM

JAM (Just Add Mayo) LLP

Sales & Marketing Consultants
Viscount House
21 Westbourne Avenue
North Yorkshire HG2 9BD

t:  01423 569817
f:  0871 900 3600