Mash Direct
81 Ballyrainey Road
Welcome
Hello from the Hamilton family at Mash Direct! Our family have been farming the fields around Strangford Lough for six generations and we pride ourselves on bringing you the freshest vegetable side dishes from our fields to your table. We produce over 50 vegetable dishes and supply local stores and supermarkets across the UK, Ireland and further afield.
WELCOME TO MASH DIRECT!
Mash Direct is an innovative farming enterprise, run by family team Martin, Tracy, Lance and Jack Hamilton at their farm in Comber, County Down. They grow and produce quality, convenient ‘field to fork’ vegetable and potato side dishes ranging from Mashed Potato to Croquettes. These are sold in major supermarkets including: Asda, Tesco, Sainsbury’s, Morrisons and Waitrose.
Mash Direct, a self-funded venture, is taking farming into the future by responding to the changing consumer behaviours when it comes to vegetables. Vegetable consumption in the UK is declining year-on-year and Mash Direct seeks to correct this issue by taking the time and hassle out of preparing the vegetables.
With six generations of farming expertise, Mash Direct has grown from 70 to 1,650 acres of fields that are tailored to growing heritage varieties of vegetables grown for their distinct flavour and not their appearance. These are then steam cooked to perfection using bespoke ovens on site in the farm’s industrial kitchen for the delicious taste and texture of homemade food. Suitable for microwave or oven heating, the Mash Direct range is available to retail, foodservice and food manufacturing throughout the UK, Ireland, Middle East and beyond.
As the UK Brand leader of the vegetable accompaniments sector within the food manufacturing industry, Mash Direct brings a family face to a product that people can rely on and trust. From the initial dream of making traditional ‘Ulster’ Champ for convenience in 2004, the Hamilton family have grown Mash Direct into a national household brand, employing 217 members of staff. They produce over 50 convenient vegetable and potato side dishes that are 100% Gluten-Free and are free from artificial colourings and flavourings.
Profile
Who we are
Martin Hamilton
Martin Hamilton is Founder and Managing Director of Mash Direct. A fifth-generation farmer and ‘son of the soil’, Martin has more than 40 years of experience in growing quality vegetable produce. In his present role, Martin oversees the day-to-day running of the business, including customer relations and the development of international trade opportunities.
Tracy Hamilton
Tracy Hamilton founded Mash Direct alongside Martin in 2004. Tracy has been instrumental in turning Mash Direct into a national household brand and continues to play a huge part in the company as Brand Director. She was the first female to sit on the Board of NIFDA and has won numerous entrepreneurial and agricultural awards including Outstanding Business Women of the Year at the Women in Business Awards.
Lance Hamilton
A sixth-generation son of the soil, Lance is the Sales Director at Mash Direct. He effectively leads a team of 15 in the Sales Department and develops and executes strategic plans to achieve sales targets and to expand company’s customer base. Lance has been instrumental in driving the business forward and building strong relationships with customers to build product listings. Mash Direct are now stocked in over 8,800 stores across the UK and ROI and with a portfolio of over 50 products.
Jack Hamilton
Award-winning entrepreneur Jack Hamilton is the Chief Operations Officer at Mash Direct. Jack oversees the day-to-day operational side of Mash Direct and is committed to bringing innovation and quality to the market. He has been integral to the brand’s accelerated expansion and marketing strategy and has helped to grow Mash Direct into a national household name that employs 217 people. Jack has won numerous entrepreneurial awards including Business Man of the Year in the Ulster Tatler Awards and was named Northern Ireland Young Business Person of the Year by The Belfast Telegraph.
Where we are
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