Mash Di­rect wins full UK list­ing with Waitrose

The Irish Times - Business - - BUSINESS NEWS - PE­TER HAMIL­TON

Mash Di­rect, the Co Down‘based fam­ily-owned farm­ing and food pro­duc­tion busi­ness, has won a deal to sup­ply one of the UK’s biggest su­per­mar­ket chains with its con­ve­nience veg­etable side dishes.

A list­ing with high-end gro­cery re­tailer Waitrose will see a range of Mash Di­rect prod­ucts go into more than 330 stores across Eng­land from Wed­nes­day.

The com­pany, which has re­ceived 19 Great Taste awards for its range of prod­ucts, has flagged the list­ing as a “great op­por­tu­nity”.

“We al­ready have a strong working re­la­tion­ship with Waitrose and sup­ply them in Scot­land, the Chan­nel Is­lands and the United Arab Emi­rates [UAE] and we are look­ing for­ward to build­ing our rep­u­ta­tion in these new stores,” said com­pany di­rec­tor Jack Hamil­ton.

Founded in 2003 by Mar­tin and Tracy Hamil­ton, Mash Di­rect sup­plies more than 5,000 stores across Bri­tain, Ire­land, the US and the UAE. The com­pany, which sells a veg­etable side dish ev­ery sec­ond, was re­cently named SME of the Year at the Telegraph Fes­ti­val of Busi­ness Awards run by the Telegraph news­pa­per.

SME award

The busi­ness picked up the award for the “qual­ity of their veg­etable side dishes, an im­pres­sive ex­port strat­egy and in­no­va­tive mar­ket­ing cam­paigns”.

Mash Di­rect, which recorded turnover of £17 mil­lion (€19.5 mil­lion) last year, has iden­ti­fied the south­east of Eng­land as a growth area. The list­ing with Waitrose adds to UK list­ings

with Tesco, Sains­bury’s Asda, Spar, Mace and Vivo. In the Repub­lic, the brand is listed in Dunnes Stores, Su­per­valu, Cen­tra and Tesco.

Run by a sixth-gen­er­a­tion Ir­ish farm­ing fam­ily based in Comber, Co Down, Mash Di­rect re­cently launched in the US in Key Food su­per­mar­kets.

From left: Mar­tin, Tracy, Jack and Lance Hamil­ton of Mash Di­rect, an in­de­pen­dent, fam­ily-owned farm­ing and food pro­duc­tion en­ter­prise based in Co Down

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