Her mission is:

- To introduce an annual, national event, celebrating the rich history of 'jam' and the important role it plays in our culture.
- To persuade consumers to push aside the cheap, sugary jams that dominate our shelves and demand the higher quality, fragrant and fruity jams.
- To demonstrate the diverse applications of jam.
- To encourage people to make jam using fruit from their garden or using local produce. In the current climate of environmental and financial uncertainty, it makes ecological and financial sense.
- For the industry to stop using this nonsense word 'conserve'. Afterall, who's ever heard of the phrases "conserve & scones" or a "conserve sandwich"?
- To make jam cool again!