Award-winning, independent ‘field to fork’ brand Mash Direct has secured a national listing with Morrisons, to list a range of the brand’s award winning ready-to-eat vegetable accompaniments that are created fresh on its family farm with the true taste and texture of home-made.
From 16th September, six Mash Direct SKUs will be sold in 170 Morrisons stores nationwide, providing consumers with farm fresh vegetables. Shoppers will now be able to purchase Mash Direct’s Carrot & Parsnip, Green Cabbage, Potato, Cheese & Onion Croquettes, Beer Battered Onion Rings, Beer Battered Chips and Bubble & Squeak SKUs in the ready meals’ aisle.
This national listing is central to Mash Direct’s accelerated growth strategy and is meeting consumer demand for high-quality and versatile convenience meals that can be incorporated at the family table. The category has seen strong demand in recent months and is now worth £3.9 billion.
Lance Hamilton, Sales Director at Mash Direct comments: “We are delighted to launch our farm fresh award-winning vegetable side dishes into Morrison stores. This development is central to our growth strategy and means more consumers across the UK can enjoy our range of high quality, healthy, convenient ready-to-eat vegetable accompaniments at the family table.
This is a great opportunity for Mash Direct to showcase our heritage varieties of vegetables on our family farm, grown specifically for superior flavour. We have a strong working relationship with Morrisons, and we are looking forward to building our reputation in these new stores.“
Mash Direct is headed by the award-winning Hamilton family team: husband and wife Martin and Tracy and their sons, Lance and Jack. The farm is located in the green fields of County Down, close to the shores of Strangford Lough in Northern Ireland, and the family is proud to select older heritage varieties of vegetables for their products, chosen specifically for their flavour rather than appearance.
All Mash Direct products are prepared immediately after harvesting. This ensures an unrivalled freshness of flavour and retains the natural texture and nutritional benefits of the ingredients. The full range is low in saturated fat, gluten-free and free from artificial flavourings, preservatives and colourings.