Mash Direct launches ‘Feed the Nation’ campaign


Mash Direct (, the award-winning ‘field to fork’ vegetable accompaniments brand, has initiated a campaign to help job seekers find work by launching Feed the Nation NI (, a new employment match making service in Northern Ireland.

The campaign aims to ensure there is no disruption in supply so supermarkets can remain stocked and the NHS can be supplied with food whilst the United Kingdom sees an unparalleled rise in demand. The initiative will also enable those looking for work in the current climate to gain employment in the food and drink industry.

To launch Feed the Nation NI, Mash Direct has also joined hands with leading brands, Finnebrogue ArtisanDale Farm and Irwin’s Bakery, and secured support from Invest NI.

The platform matches candidates to the job most suited to their skills and location and is designed to get people into work as quickly as possible. Job roles for engineers, drivers, warehouse operatives, factory production, farm workers and many more are available.

Mash Direct

Mash Direct itself has seen a 28% surge in retail sales as it meets demand from UK consumers looking for nutritious and fresh pre-prepared vegetable dishes when isolating at home.

The brand has seen sales of its products, such as Mash Potato, Mashed Carrot & Parsnip and Crispy Vegetable Bakes, soar as it meets burgeoning demand for chilled and healthy convenience food that can be delivered to consumers’ doorsteps.

The Mash Direct range offers consumers highly nutritious dishes that help to save time in the kitchen and easily incorporate fresh vegetables into daily life. The dishes can also form the base for several simple and easy-to-make recipes that are suitable for all the family and products can be frozen to use later and help reduce food waste.

Jack Hamilton, chief operations officer at Mash Direct, comments: “The Feed the Nation NI initiative started out as a conversation between local food producers. We knew that we needed to act fast, so we came up with the idea to build a platform where jobs could be posted by employers and CVs could be posted by job seekers. Food production is vital in the fight against COVID-19, and we need all hands-on deck to keep us going. We can’t feed the nation without help from our community.

“We have seen a huge surge of UK consumers purchasing Mash Direct products. Right now, individuals are wanting to make sure they and their families are eating healthily. Our products can be delivered to consumers’ doorsteps and have been because people are looking for high quality convenience food. Demand for our range has increased by 28% .”

Utilising six generations of the Hamilton family’s farming expertise, Mash Direct’s products are created on its farm in County Down. The vegetables are gently steam cooked immediately after harvesting, guaranteeing an unrivalled freshness of flavour with no compromise on either the nutritional benefits or natural texture of the vegetable. Each dish is low in saturated fat, gluten-free and free from artificial flavourings and colourings.

Available in multiple retailers, the Mash Direct range can be found at Ocado, Waitrose (346 stores), Co-op (421 stores), Nisa (482 stores) as well as Booths, Amazon Fresh and various independent retailers including Budgens and Keelham Farmshop. Mash Direct has been voted the UK’s number one branded supplier in fruit, vegetables and salads (The Grocer Magazine in 2018).

Mash Direct is also committed to environmental management and assists in restoring farmland and biodiversity to improve the quality of their soil. All packaging is 100% recyclable ensuring that Mash Direct has improved its environmental footprint.