Northern Irish Mash Direct wins new business with Waitrose

Mash Direct, Northern Ireland's specialist in mashed potatoes and vegetables and convenience foods, have landed a new deal with one of the UK's biggest supermarket chains, Waitrose.

Based on a family farm at Comber in Northern Ireland, Mash Direct is supplying its award-winning Carrot and Parsnip Mash on sale into over 330 stores across England.

The company, formed by husband and wife team Martin and Tracy Hamilton in 2004, is celebrating the opportunity of being showcased in Waitrose stores by launching with a special, introductory price of £1 per pack.

Director, Jack Hamilton says: "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.

"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."

Mash Direct is a major supplier to leading supermarkets in the UK and Republic of Ireland and recently won its first business in the US. It has developed a range of gluten-free products.