At just 19, Murray Catto takes over Wholehearted, focusing on community and sustainability.
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Introduction to a young entrepreneur
At the tender age of 19, Murray Catto has embarked on an extraordinary journey by becoming the owner of Wholehearted, a grocery store located in Fraserburgh. This remarkable opportunity arose when he was invited to assist the previous owner, Megan Scott, back in July 2021.
Wholehearted, which began as a refillery in 2019, aimed to help customers minimize packaging waste and promote sustainable shopping practices.
Innovative meal kits during the pandemic
When Murray joined the team, he and Megan brainstormed innovative ideas to enhance the store’s offerings.
They introduced meal kits filled with fresh produce, a concept that gained traction just as the Covid pandemic struck. Surprisingly, this period turned out to be one of the busiest for Wholehearted, as locals sought a safe place to shop and enjoy freshly prepared meal kits priced at an affordable £9. This surge in demand highlighted the community’s desire for local, convenient options during challenging times.
The transition of ownership
As the world began to recover from the pandemic, it became evident that the refillery model was facing challenges, with many customers returning to larger supermarkets. In January of this year, Megan informed Murray that she would not be renewing the store’s lease. Recognizing her waning passion for the business, she offered Murray the chance to take over. After careful consideration and encouragement from his family, Murray seized this once-in-a-lifetime opportunity, marking a significant milestone in his young career.
Building a community-focused business
Despite his responsibilities as a business owner, Murray remains grounded, balancing work with enjoying his final teenage year. He currently employs two staff members, including Megan, who continues to support him. Wholehearted has cultivated a loyal customer base, with residents frequently purchasing multiple meal kits each week. One standout offering is the Honey Sesame Chilli Chicken kit, which features fresh ingredients and homemade sauce, emphasizing the store’s commitment to quality and sustainability.
Emphasizing local produce and community connections
Murray’s vision for Wholehearted extends beyond just selling groceries; he aims to create a welcoming environment that fosters community connections. With a focus on local produce, the store features items sourced from the northeast, including eggs, potatoes, jams, and snacks. The small team operates like a family, which Murray believes is a key factor in the store’s success. By engaging with customers and building relationships, they create a warm atmosphere that encourages repeat visits.
Future aspirations and renovations
Since officially taking over the business, Murray has received an outpouring of support from the local community, who are thrilled to see a young entrepreneur thrive. He is eager to renovate the front of the shop and enhance the overall shopping experience. With the help of his family, including his father, a joiner, Murray aims to transform Wholehearted into a vibrant hub where customers can discover exciting local products. His commitment to sustainability and community engagement positions Wholehearted as a unique and essential part of Fraserburgh.
