Mash Direct

Mash Direct is an innovative farming enterprise, run by family team Martin, Tracy, Lance and Jack Hamilton at their family farm in County Down close to the shores of Strangford Lough. They grow and produce quality, convenient ‘field to fork’ vegetable and potato dishes ranging from Mashed Potato to Croquettes.

With six generations of farming expertise, Mash Direct has grown from 70-1,650 acres of fields that are tailored to growing heritage varieties of vegetables grown for their distinct flavour and not their appearance. These are then steam cooked to perfection using bespoke ovens on site in the farm’s industrial kitchen for the delicious taste and texture of homemade food. Mash Direct produces more than 50 products that are 100% Gluten Free and free from artificial colourings and flavourings.

As the UK Brand leader of vegetable accompaniments within the food-manufacturing industry, Mash Direct brings a family face to a product that people can rely on and trust. From the initial dream of making traditional ‘Ulster Champ’ for convenience in 2004, the Hamilton family have grown Mash Direct into a national household brand with 22 Great Taste Awards to their name.


Full list of stockist is on our website:

What They Do

Mash Direct have revolutionised the ready meals category and its perception by providing an innovative, nutritious range of quick-serve convenient potato and vegetable side dishes.


They have received 167 accolades in the last 15 years for their quality, farming, sustainability, business and innovation. Some of which include; 22 Great Taste Awards, Best Marketing Campaign Ulster Grocer Marketing Awards 2019, Free From Ireland Gold Award Potato Croquettes 2019, Free From Ireland Gold Awards Beer Battered Onion Rings 2019, Free From Ireland Bronze Award Crispy Vegetable Bakes 2019, NIFDA Best New Product Award 2019 Beer Battered Onion Rings, Business Eye Awards Family Business of the Year 2018, Blas na hEireann Gold Award Potato Croquettes 2018. Voted the UK’s Number 1 Branded Supplier in Fruit, Veg & Salads by The Grocer. 2020 Great Taste 1 star for carrot and parsnip mash

Where To Buy

Developed from a small stand in St. George’s market, and with van sales supplying independent retail stores, Mash Direct now offer over 50 products to supermarkets including: Asda, Tesco, Sainsbury’s, Morrisons, Waitrose, Eurospar, Spar, Supervalu, Mace, Nisa and independents.


Mash Direct
81 Ballyrainey Road
BT23 5JU
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Contact Information

Telephone 028 9187 8316
Twitter @MashDirect
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