Staff at Comber-based vegetable processor, Mash Direct, are developing new products to add to the 40 or more products already on offer.

The latest release is beer-battered potato chips – the first time that chips have been offered by the company. The chips do not have a high fat content – food technologists have developed a beer batter to lightly coat the chips to produce a product with a retail price tag of £1.99.

Also, a lunchtime meal, branded Nourish Bowls has been developed and launched in three flavours – Taste of Italy, Taste of China and Taste of Morocco with a price tag of £2.99. The meal is marketed as an alternative to lunchtime sandwiches and can help consumers hit their “five-a-day” target for fruit and vegetables.

Speaking to members of the Guild of Agricultural Journalists this week, directors, Martin and Tracy Hamilton said the company has developed, over a 13-year period, from modest beginnings into a major food supplier with an £18m per year turnover. Products go to the major supermarkets in the UK and Ireland and to the food service sector. Recently, markets have been developed in Dubai and Hong Kong and they have their sights on Singapore and the US.

Innovations

All product is sold under the Mash Direct brand – nothing goes out as own-label. This allows the company to develop its brand through both traditional and modern marketing channels – and it has developed a digital marketing strategy to reinforce its brand and promote sales direct to the consumer. Its innovations have brought awards for “Best Use of Digital” and ‘‘Best Brand” in recent months.

Apart from onions and sweet potato, all Mash Direct potatoes and vegetables are grown on the company’s own land or by local contracted growers. It grows heritage varieties to achieve best taste rather than for best appearance. Some 3,000 acres are required to produce the quantities required. Most crops are weeded using robotic controlled weeders to avoid the use of chemicals. In the factory, potatoes and vegetables are cooked gently with steam generated by gas-fired boilers. Mash Direct promotes its products as convenient to use and free from artificial colourings, preservatives and flavourings and as 100% gluten-free.