Craigie’s Farm Shop in Scotland are making their own jam to sell in store. They, are like many other farms around the world , are looking to this as a unique opportunity to make extra sales via an added value option. Farm jams are common in many countries. It seems like everyone is making their own jam. Craigie’s are taking this one stage further. They are taking Mothers recipe and developing the product. Nothing new in that you make thing, except they call it “Mom’s Jam” and have made her the product hero. Product hero’s is a great way of developing sales. The hero needs to be genuine and ideally on the premises. This added value concept has allowed Craigie’s to own the local high ground. What products and which team members can help you own some high ground in your business?