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Mash Direct wins export deal in Qatar

Mash Direct in Northern Ireland, a leader in potato and vegetable sides and healthy convenience meals, has secured a new deal with a hypermarket chain in Qatar.

The Mash Direct range is now on the shelves in Lulu stores in Qatar, a further expansion of its buoyant business in the Middle East.

Qatar is bordered by Saudi Arabia in the south and then is surrounded by the Persian Gulf. With temperatures that regularly soar over 40 degrees centigrade, it is also the first Arab country to host the World Cup, which they are in 2022. 

Mash Direct, based on a family farm at Comber in county Down, is supplying 20 products from its range into Lulu Hypermarket stores, including regular dinner–time favourites such as: Broccoli in a Cheese Sauce, Potato Croquettes and Mashed Potato.

Lulu Hypermarkets launched back in 2000 and has since grown to 134 stores, employing over 35,000 people across the Middle East.

The sixth–generation farm is already exporting to Dubai and the new contract with Qatar is another step to help the company reach its goal of a £20 million turnover by 2020. The company was formed in 2004 by husband and wife team Martin and Tracy Hamilton.

Mash Direct’s new markets director, Jack Hamilton says: “This is great news for us at Mash Direct. We have been exporting to the UAE for about two years now and it is very positive to see that our Northern Irish brand is going down so well with the Middle Eastern market. It goes to show that having a healthy, convenient and tasty product goes down well with consumers anywhere in the world.” Consumers like a brand that they can trust to deliver on quality time and time again and that is what more and more people are finding with our products.

Mash Direct is an independent, family owned farming and food production enterprise launched by the Hamilton family at their family farm.

The company is the market leader in quality, convenient ‘field to fork’ vegetable and potato dishes ranging from traditional accompaniments of mashed potato and champ to complete ready–meals.

The company were named Company of the Year at the Food Manufacture Excellence Awards 2016 and won the SIAL Gold Innovation Award in the Middle East for their Crispy Vegetable Bakes, a first international award for the company.

With a total of 19 Great Taste Awards to date, the award–winning Mash Direct range can be found in Tesco, Sainsbury’s, Asda, Supervalu, Spar, Eurospar, Mace, Vivo, Coop as well as other independent stores. 

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Jen Guiney
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Business Development Executive, ROI

Jen Guiney
Business Development Executive, ROI

Tel: +44 (0) 28 3839 0142

Mobile: +44 (0)79 8511 1024

E-Mail: jen.guiney@investni.com

 

Nigel Hardy
Head of Business Development

Tel: +44 (0) 28 9069 8143

Mobile: +44 (0) 79 6808 6252

E-Mail: nigel.hardy@investni.com

Middle East & Asia

Karl Devlin
Head of Business Development

Tel: +44 (0) 28 9069 8225

Mobile: +44 (0) 77 6739 3316

E-Mail: karl.devlin@investni.com

RoI & GB Foodservice

Drew McIvor
Head of Business Development

Tel: +44 (0) 78 1354 4535

E-Mail: drew.mcivor@investni.com

Great Britain

Michelle Charrington
Head of Business Development

Tel: +44 (0)78 1717 3514

Mobile: +44 (0) 78 1717 3514

E-Mail: michelle.charrington@investni.com

Content Manager

Shauna Magill
Editor & Content Manager / Twitter @lovenifood

Tel: +44 (0) 28 9069 8764

Mobile: +44 (0) 78 2516 9125

E-Mail: shauna.magill@investni.com

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