Mash Direct provides 15 lines to Budgens

Mash Direct, the Northern Ireland producer of quick-serve potato and vegetable products, has just begun supplying 15 lines to Budgens in Britain. Products are now available in the chill cabinets in almost 200 stores.

The family-owned and managed farming business, based near Comber in County Down, now supplies Budgens with traditional Mashed Potato, Mashed Swede, Mashed Carrot and Parsnip and premium lines such as Chilli Baby Bakes, Dauphinoise Potatoes, Creamy Garlic Potatoes, Cauliflower Cheese Gratin and Irish Potato Cakes.

The new deal with Budgens is described by Martin Hamilton, Mash Direct's Managing Director, as "extremely significant business" for the processor in Britain. "Budgens is now among our most strategically important customers" Mr Hamilton says.

"The importance of the listing is that it substantially strengthens our presence in the south of England, a market that we've been targeting for some considerable time.

"We'll be working very closely alongside the marketing team at Budgens on a programme of promotional activities over the next few months. In addition, we'll be looking at additional products that Budgens may require as part of our longstanding commitment to innovation that offers consumers deliciously different taste experiences.

"Budgens, of course, is part of the Musgrave Group, and we have been supplying the group's SuperValu and Centra stores in Northern Ireland and the Republic of Ireland over many years. Budgens is also a perfect fit for us because the stores, all independently run, share our commitment to quality, taste, provenance and value," adds Mr Hamilton, who formed the business with his wife Tracy in 2004.

Mash Direct is one of the most successful and enterprising Northern Irish food processors. In 2012 the company won a series of Great Taste Awards from the UK Guild of Fine Food as well as coveted Manufacturing Excellence awards for its products and quality conscious processing systems and a Highly Commended accolade in the Quality Awards.

Additionally, the business has received the extraordinary accolade of the A+ grade from BRC Global Standard for Food Safety following an unannounced audit.

The company is the market leader in the production of a highly innovative and rapidly developing portfolio of delicious quick-serve mashed potato, vegetable and cabbage products.

An emphasis on provenance and traceability means that the family farm produces the majority of the raw materials with the rest being meticulously sourced throughout the UK and Ireland to produce a range free from artificial additives, preservatives or colourings.

Mash Direct vegetables are steam cooked and packaged on the family farm and distributed throughout the UK, Ireland and other parts of Europe, Asia and the US.