Mash Direct secures Waitrose listing

By Gwen Ridler contact

- Last updated on GMT

Mash direct has secured a listing in Waitrose
Mash direct has secured a listing in Waitrose
Ready meals and prepared vegetable supplier Mash Direct has secured a deal, for an undisclosed sum, to supply upmarket retailer Waitrose.

The contract saw the company’s Carrot and Parsnip Mash go on sale in more than 330 Waitrose stores across England this week.

Commenting on the launch, director Jack Hamilton said: “This is such a great opportunity for us to showcase the heritage varieties of vegetables on our family farm, grown specifically for their superior flavour.

‘Building our reputation’

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

Last month saw Mash, Mash Direct’s US brand, bringing its locally grown side dishes to grocery store shelves in New York.

Eight of the firm’s products were listed in Key Food supermarket stores throughout New York, Connecticut, New Jersey and Pennsylvania, including Potato Croquettes, Mashed Potato and Potato Rosti.

Speaking ahead of the US launch, Hamilton said: “There is such a great variety of Irish-produced whiskies and stouts across the US, but no one in the market is bringing fresh Northern Irish dishes to American plates.

‘Unique richness of Irish soil’

“We wanted to bring the unique richness of Irish soil and six generations of farming knowledge to the shelves.”

Last year also saw Mash sign a contract with Asda to supply the retailer with five new products.

Northern Ireland-­based Mash Direct produces vegetable and potato dishes, ranging from traditional accompaniments to ready meals. It has more than 165 staff working at its site in Comber, Co Down.

In 2016, the producer was crowned Food Manufacture Company of the Year at the Food Manufacture Excellence Awards, our annual event celebrating the best and brightest in the industry.

Meanwhile, in February, healthy snack manufacturer Nim’s Fruit Crisps has secured a listing in Tesco stores nationwide,​ the company’s largest listing with a UK supermarket to date.

Related topics: Fresh produce

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