Jarring Success: How All Day Jam Turned a Grandma’s Recipe into a Thriving Township Brand
Jarring Success: How All Day Jam Turned a Grandma’s Recipe into a Thriving Township Brand. Gontse Selaocoe had dreams of pantsula dancing and flashy sneakers. But a question from his grandmother, “why not sell her jam recipe?” shifted his path. With just R1 000 saved for sneakers, he chose jam. That decision would shape All Day Jam. His early start in his grandmother Mabel’s garden taught him the value of hard work, resourcefulness, and tradition.
Turning Passion into Product: The First Flavours
Sitting beside a gas stove in Mabel’s tuck shop in Orange Farm, Gontse began producing small batches of jam. His first flavours, yellow melon and later tomato, were inspired by what grew in the garden. He named his brand All Day Jam and himself “Pantsula la Jam” as a nod to his roots.
Lesson: Authentic branding and product come to life when they reflect your identity and story.
From Plastic Bottles to Glass and Glasses to Growth
The journey wasn’t without setbacks. Early packaging in plastic bottles faded, and customers questioned quality. Gontse pivoted to glass jars and professionally designed labels, a small change with a big impact.
Lesson: Investing in presentation signals quality and builds consumer confidence.
Building Momentum: Local Sales and Community Trust
All Day Jam started with walk-in customers from Orange Farm. Soon, reseller networks and online orders followed. Gontse’s goal was clear: get jam into local stores, restaurants, and hotels. In May 2023, his work paid off when Makro agreed to stock All Day Jam.
Lesson: Begin with your community, grow into retailers that align with your values and audience.
Embracing Agriculture and Education: A Holistic Model
Gontse didn’t stop at jars. He farms the key ingredients himself, planted each melon and tomato. His involvement with Gauteng Innovation Hub and SEDA taught him food safety, exporting requirements, and agro-processing skills.
Lesson: Control your supply chain and upskill yourself, knowledge enhances credibility.
Turning Setbacks into Stepping Stones
Being a pantsula dancer often raised eyebrows in business circles, and securing land for farming was slow. Gontse faced skepticism and bureaucracy, yet relied on unwavering self-belief: “Start with whatever you have… don’t wait.”
Lesson: Resilience and consistent action create momentum, even when systems lag behind.
Flavours That Tell a Story: Product Innovation
Today All Day Jam offers four flavours: yellow melon, tomato, pear, and peach, each with a unique use case, morning jam, smoothie boost, tomato pizza base. This versatility reflects Gontse’s user-first approach.
Lesson: Develop products that naturally fit into everyday routines, utility builds loyalty.
Recognition and Branding: From Stalls to Media
Gontse’s story caught attention. He appeared on national TV, participated in entrepreneurship programmes like “Step Up 2 A Green Start,” became a marketing nominee, and built a brand with personality. His social media shows behind‑the‑scenes farm life, dance performances, and product launches.
Lesson: Visibility is built on story, consistency, and authenticity, not just product.
Milestone Map
| Milestone | Impact & Entrepreneurial Learning |
|---|---|
| R1 000 bootstrapping | Launched with passion and purpose instead of sneakers |
| First flavours developed | Yellow melon and tomato became signature, rooted in lifestyle |
| Packaging upgrade | Glass jars and branding increased credibility |
| Farming raw ingredients | Full control over supply ensured quality and cost management |
| Entrepreneurship training | Gained food industry know-how and formal business skills |
| Store listings begin | Makro and others recognized cultural authenticity and product quality |
| Media and brand building | National attention solidified market credibility and reputation |
Insights for Aspiring Entrepreneurs
- Start where you are: Community is your testbed and your champion.
- Pivot fast: If packaging or product fails, fix it immediately.
- Control supply: Grow or source key elements to secure quality.
- Invest in yourself: Training in agriculture, food, marketing pays dividends.
- Use your heritage: Build emotional connection through story and identity.
- Message consistently: Visibility comes from authentic and ongoing communications.
- Think use case, not just flavour: Enable customers to integrate product into routines.
Final Word
All Day Jam is more than jars on a shelf, it is heritage, hustle, and harmony in a small glass jar. Gontse Selaocoe shows that success in food and FMCG starts with genuine roots, creative pivoting, relentless learning, and storytelling that resonates. For any entrepreneur looking to build something meaningful, authentic brand building often begins at home, grows in community, and blossoms towards national reach.
