Mash Direct targets £2M turnover boost in six months

By Michael Stones contact

- Last updated on GMT

Mash Direct is driving towards a turnover boost of £2M in the next six months
Mash Direct is driving towards a turnover boost of £2M in the next six months

Related tags: Mash direct, United kingdom, Northern ireland

Vegetable accompaniments business Mash Direct is targeting a turnover boost of £2M in the next six months, after securing an annual deal, worth £3M, with the UK’s second biggest supermarket Asda.

The Northern Ireland based manufacturer aims to use the deal to strengthen its position as a leading supplier of convenience vegetable accompaniments across the UK and Ireland.

Mash founder and md Martin Hamilton predicted investment in product innovation and retail partnerships would continue to fuel growth of the business.

“Building a loyal customer base has helped us take some major strides in the UK and Irish vegetable sectors and really make the Mash Direct name stand out,”​ said Hamilton. “Having achieved a record turnover of £14M in April this year, we thrive on setting ourselves high targets in order to continue making an impact on the market.”

After achieving year-on-year sales growth of £2M since 2013, the firm was now aiming to achieve the same growth in half the timeframe.

‘Taken on additional members of staff’

“Our sales projection for 2015 represents a 60% increase on our average year-on-year turnover growth, so we’ve built a new factory and taken on additional members of staff to cope with demand,”​ said Hamilton.

More than 400 Asda stores across the UK now stock three of Mash Direct’s bestselling product lines, providing the company with an additional, important foothold in a market worth nearly £1M in Ireland alone.

“Securing the agreement with Asda has focused our efforts on trade with closer shores this year, but we’re still as keen as ever to capitalise on overseas demand for our dishes,”​ said Hamilton.

The US and Singapore

Mash boss on growth

“Our sales projection for 2015 represents a 60% increase on our average year-on-year turnover growth, so we’ve built a new factory and taken on additional members of staff to cope with demand.”

  • Martin Hamilton, md

The business sells 40 different products across the UK and Ireland and exports to customers in the United Arab Emirates and Bahrain. Exports currently accounted for 16% of total sales. New target export markets included the US and Singapore.

Earlier this month, Mash Direct launched in the UK and Ireland a new range of veggie burgers​ for the barbecue season.

The business was backed by generations of vegetable production and 30 years of supplying produce to local markets on the outskirts of Comber, County Down, Northern Ireland.

Mash Direct has won a coveted food and drink manufacturing Oscar, as part of the Food Manufacture Excellence Awards. This year’s entries close​ on Friday (July 24).

Meanwhile, read our sister title Food Manufacture’s​ Me and My Factory interview with the former general manager of Mash Direct here​.

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