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Mash Direct launches in the USA

Fresh, mashed potatoes grown on a farm in Comber will be available in the US for the first time ever this month when a 6th generation Irish farming family, Mash Direct, brings its range of locally-grown vegetable side dishes to shelves in New York.

Farmed on the shores of Strangford Lough, the traditional Northern Irish foods will be available to purchase in time for St. Patrick’s Day at Key Food, Food Emporium, Brooklyn Fare and SuperFresh.

It’s the first time that the taste of fresh Northern Irish produce will be available for customers to purchase in US grocery stores. The potatoes, carrots, parsnips, cabbage and more are grown by the Hamiltons, a 6th generation Comber farming family.

(l-r) Lance, Martin, Tracy and Jack Hamilton of Mash Direct have launched their products in the New York area market.

Martin Hamilton diversified his farm back in 2004 to create Mash Direct, offering healthy, gluten-free, vegetable side dishes that have the taste and texture of quality, Irish homemade food.

The company has come from humble beginnings of selling traditional Mashed Potatoes and Champ in St. George’s Market to exporting its range of over 40 products on a global scale.

Mash Direct launches in New York.

Made with traditional local butter and containing no artificial flavourings or preservatives and being gluten-free, it’s easy to see why the vegetable dishes have proven to be popular with the American taste-buds.

Speaking ahead of the US Launch, Mash Direct Director, Jack Hamilton: “Everybody knows that Comber is famous for potatoes and for the first time we are able to supply them fresh to New York.

“There is such a great variety of Irish-produced whiskies and stouts across the USA, but no one in the market is bringing fresh Northern Irish dishes to American plates. We wanted to bring the unique richness of Irish soil and six generations of farming knowledge to the shelves.

“Eight of Mash Direct’s products (including family favourites such as Potato Croquettes, Mashed Potato and Potato Rosti) will be listed to go into Key Food supermarket stores, throughout New York, Connecticut, New Jersey and Pennsylvania from this week.”



Mash Direct 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 Spar, EuroSpar, Tesco, Asda, Sainsburys, SuperValu, Centra and lots of local independent stores.

See the full list of over 40 products at: