We are the Hamilton family.

Our family have been farming the
land around Strangford Lough since
the 1800s and we like to think we
know our way around a potato or two.

Our Story.

Here is our family timeline, take a flick through to see how Mash Direct (and the hairstyles) have changed over the years.

  • 1800's
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  • 1890
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  • 1940
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  • 1960's
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  • 1979
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  • 1980's
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  • 1988
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  • 2003
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  • 2004
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  • 2005
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  • 2006
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  • 2007
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  • 2008
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  • 2009
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  • 2010
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  • 2011
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  • 2012
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  • 2013
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  • 2014
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  • 2015
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  • 2016
  • |
  • 2017
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1800's

Our story begins way back in the mid 1800s when the first and second generation of the Hamilton family started to farm the same land around the Ards Peninsula.

Apparently they didn’t have Instagram back then, so... here is an artist's impression instead.

1800's

Our story begins way back in the mid 1800s when the first and second generation of the Hamilton family started to farm the same land around the Ards Peninsula.

Apparently they didn’t have Instagram back then, so... here is an artist's impression instead.

1890

Thanks to early Instagram sepia filters, we have Martin’s great grandparents (third generation) posing for a quick selfie in the farmhouse.

1890

Thanks to early Instagram sepia filters, we have Martin’s great grandparents (third generation) posing for a quick selfie in the farmhouse.

1940

Martin’s father and grandfather working in the fields. The horses may have been upgraded to tractors but the plot of land is still the same soil that we grow our heritage vegetables in today.

1940

Martin’s father and grandfather working in the fields. The horses may have been upgraded to tractors but the plot of land is still the same soil that we grow our heritage vegetables in today.

1940

Belfast Market in the 1940’s.

The Hamilton family would drive a horse and cart full of vegetables to Belfast market to sell them every week.

1940

Belfast Market in the 1940’s.

The Hamilton family would drive a horse and cart full of vegetables to Belfast market to sell them every week.

1960's

Martin grew up on his father's farm with his two brothers and quickly fell in love with farming! (Martin on the right).

1960's

Martin grew up on his father's farm with his two brothers and quickly fell in love with farming! (Martin on the right).

1979

Martin working hard in 1979 to collect a harvest of Comber Earlies.

1979

Martin working hard in 1979 to collect a harvest of Comber Earlies.

1980's

Fourth generation, Sam Hamilton (holding the plough on the right) in action at the NI Ploughing Championships in Omagh.

1980's

Fourth generation, Sam Hamilton (holding the plough on the right) in action at the NI Ploughing Championships in Omagh.

1980's

Martin and his dad (Sam Hamilton) farming together on some of the latest harvesting technology at that time.

1980's

Martin and his dad (Sam Hamilton) farming together on some of the latest harvesting technology at that time.

1988

Tracy Hamilton on the farm with her two sons, Lance and Jack. Lance is already keen to start mashing those spuds.

1988

Tracy Hamilton on the farm with her two sons, Lance and Jack. Lance is already keen to start mashing those spuds.

2003

One night, over a glass of Irish whiskey, Martin Hamilton consults with a friend about how he could add value to the vegetables at the farm. After lots of discussion and several more glasses of whiskey, the idea for Mash Direct was born.

2003

One night, over a glass of Irish whiskey, Martin Hamilton consults with a friend about how he could add value to the vegetables at the farm. After lots of discussion and several more glasses of whiskey, the idea for Mash Direct was born.

2003

This is the first batch of Mashed Potato that was made up using Martin’s grandmother's recipe, proving that flavour survives the years!

2003

This is the first batch of Mashed Potato that was made up using Martin’s grandmother's recipe, proving that flavour survives the years!

2003

After raising the funds to kick-start the project and with lots of help from family and friends, the Hamilton’s start work on building their first factory.

Pat the dog!

2003

After raising the funds to kick-start the project and with lots of help from family and friends, the Hamilton’s start work on building their first factory.

Pat the dog!

2003

Here is Martin, Lance and Jack harvesting the batch of potatoes that went into making our first Mash Direct products.

2003

Here is Martin, Lance and Jack harvesting the batch of potatoes that went into making our first Mash Direct products.

2004

The factory was built and we were ready to start mashing, then came the difficult task of choosing a name for the company. We came up with many names before the whole family agreed on Mash Direct.

2004

The factory was built and we were ready to start mashing, then came the difficult task of choosing a name for the company. We came up with many names before the whole family agreed on Mash Direct.

2004

These are copies of the original Mash Direct packaging. We like to think they have been updated somewhat over the years.

2004

These are copies of the original Mash Direct packaging. We like to think they have been updated somewhat over the years.

2004

We started selling the first packs of Mash Direct products from a market stall in the famous St. George’s Market in Belfast.

2004

We started selling the first packs of Mash Direct products from a market stall in the famous St. George’s Market in Belfast.

2004

After a few months of market trading, we decided that it was important to start getting the Mash Direct brand out into the public eye. We had our logo printed onto our first vans so that people knew it was us coming to drop off our veg.

2004

After a few months of market trading, we decided that it was important to start getting the Mash Direct brand out into the public eye. We had our logo printed onto our first vans so that people knew it was us coming to drop off our veg.

2004

As popularity for our products increased, we gained interest from a few local supermarket stores. We signed a deal and started trading to retailers in Northern Ireland.

2004

As popularity for our products increased, we gained interest from a few local supermarket stores. We signed a deal and started trading to retailers in Northern Ireland.

2005

We won our first NIFDA Award, an event that set the bar for the long line of awards that would follow.

2005

We won our first NIFDA Award, an event that set the bar for the long line of awards that would follow.

2005

We needed to bring in extra people from outside of the family to help with the day to day running of the farm, and to process the amount of orders that were coming in! We renovated one of the farm houses into an office space to house our new team members.

2005

We needed to bring in extra people from outside of the family to help with the day to day running of the farm, and to process the amount of orders that were coming in! We renovated one of the farm houses into an office space to house our new team members.

2006

Did we mention that we have a double-decker bus? We found this old bus, lovingly restored it and gave it a shiny new coat. Now it follows us around the farm and to public events like a faithful pet.

2006

Did we mention that we have a double-decker bus? We found this old bus, lovingly restored it and gave it a shiny new coat. Now it follows us around the farm and to public events like a faithful pet.

2006

We launched a new product, combining the subtle flavours of Red Cabbage & Beetroot with a hint of demerara sugar and black pepper, soon to become a new family favourite.

2006

We launched a new product, combining the subtle flavours of Red Cabbage & Beetroot with a hint of demerara sugar and black pepper, soon to become a new family favourite.

2006

We sent our spuds across to bonny Scotland and they loved them so much that they started listing them in their retail stores.

2006

We sent our spuds across to bonny Scotland and they loved them so much that they started listing them in their retail stores.

2007

Following on from the success of our Red Cabbage & Beetroot, we launched two new products to supermarket shelves, Broccoli with a Cheese Sauce and Creamy Garlic Potatoes.

2007

Following on from the success of our Red Cabbage & Beetroot, we launched two new products to supermarket shelves, Broccoli with a Cheese Sauce and Creamy Garlic Potatoes.

2007

We won our first Great Taste Award! In our first year we won 5 Great Taste Awards for our Mashed Potato, Champ, Carrot & Parsnip, Red Cabbage & Beetroot and Mashed Turnip. This is still our record for the most Great Taste Awards won in one year. As of 2017, we have won 19 Great Taste Awards.

2007

We won our first Great Taste Award! In our first year we won 5 Great Taste Awards for our Mashed Potato, Champ, Carrot & Parsnip, Red Cabbage & Beetroot and Mashed Turnip. This is still our record for the most Great Taste Awards won in one year. As of 2017, we have won 19 Great Taste Awards.

2007

Martin was a finalist in the Radio 4 Food & Farming Awards for Farmer of the Year!

2007

Martin was a finalist in the Radio 4 Food & Farming Awards for Farmer of the Year!

2007

Jamie Oliver popped by the farm to see the work that we were doing to help combat food waste. He also gave praise for the healthy eating and nutritional work that we do with local schools, cheers Jamie!

2007

Jamie Oliver popped by the farm to see the work that we were doing to help combat food waste. He also gave praise for the healthy eating and nutritional work that we do with local schools, cheers Jamie!

2008

We launched our Mash Pots, our way to help you make a healthy lunch choice. They are perfect for lunch or a light meal and are available in several flavours. Just good food, fast!

2008

We launched our Mash Pots, our way to help you make a healthy lunch choice. They are perfect for lunch or a light meal and are available in several flavours. Just good food, fast!

2008

After graduating from University in Agriculture and Business Management, sixth generation son of the soil, Lance came to start working on the farm, heading up the Sales Team.

2008

After graduating from University in Agriculture and Business Management, sixth generation son of the soil, Lance came to start working on the farm, heading up the Sales Team.

2008

We won our first ever Food Manufacturing Excellence Award for the Best Small Company of the Year.

2008

We won our first ever Food Manufacturing Excellence Award for the Best Small Company of the Year.

2009

We launched our Facebook page! Over the years, our social media channels have grown to become award-winning platforms. Take a look at our Facebook, Twitter and Instagram pages for our most recent news, fresh from the farm.

2009

We launched our Facebook page! Over the years, our social media channels have grown to become award-winning platforms. Take a look at our Facebook, Twitter and Instagram pages for our most recent news, fresh from the farm.

2009

We won Best Company of the Year Award at the UTV Business Eye Awards ceremony.

2009

We won Best Company of the Year Award at the UTV Business Eye Awards ceremony.

2009

The Grand (young) Duke of York paid us a visit to see the what was going on at the farm.

2009

The Grand (young) Duke of York paid us a visit to see the what was going on at the farm.

2009

We got a little “arty” in one of our fields.

2009

We got a little “arty” in one of our fields.

2010

We launched our Farmer’s Garden Range which included one of our most popular products, Potato Cakes; made using a traditional recipe and even suitable to cook on the BBQ.

2010

We launched our Farmer’s Garden Range which included one of our most popular products, Potato Cakes; made using a traditional recipe and even suitable to cook on the BBQ.

2010

David Cameron heard about the success of our family run business and came to see what the hubbub was about. We were the first business that he came to see as the newly appointed Prime Minister.

2010

David Cameron heard about the success of our family run business and came to see what the hubbub was about. We were the first business that he came to see as the newly appointed Prime Minister.

2011

Twit-Twoo.
We started connecting with our customers and other local businesses via Twitter.


2011

Twit-Twoo.
We started connecting with our customers and other local businesses via Twitter.


2011

Martin Hamilton wins the RSPB Nature of Farming Award for his help in protecting wildlife on the family farm.

2011

Martin Hamilton wins the RSPB Nature of Farming Award for his help in protecting wildlife on the family farm.

2012

From Down to Desert. We started exporting our products to Dubai following strong demand from our Middle Eastern friends who heard about the quality and provenance of our products.

2012

From Down to Desert. We started exporting our products to Dubai following strong demand from our Middle Eastern friends who heard about the quality and provenance of our products.

2012

After a career in journalism that took him around the world, Jack followed his stomach back home to the farm and completed the family team.

2012

After a career in journalism that took him around the world, Jack followed his stomach back home to the farm and completed the family team.

2012

After popular demand from our customers, we started delivering our Christmas Boxes straight to your door. Giving you more time to spend with family and friends over the festive period.

To spread the festive cheer we built our own ChristMash tree out of old potato crates. The video went down very well on social media and it helped to brighten up the place.

2012

After popular demand from our customers, we started delivering our Christmas Boxes straight to your door. Giving you more time to spend with family and friends over the festive period.

To spread the festive cheer we built our own ChristMash tree out of old potato crates. The video went down very well on social media and it helped to brighten up the place.

2013

We made our entire range gluten-free so that even more people could enjoy our products.

2013

We made our entire range gluten-free so that even more people could enjoy our products.

2013

We released our innovative Croquette range to the market place after we built a new machine to help us keep them perfectly round.

2013

We released our innovative Croquette range to the market place after we built a new machine to help us keep them perfectly round.

2014

We celebrated our ten year anniversary with a big cake… no, it’s not made of mashed potato!

2014

We celebrated our ten year anniversary with a big cake… no, it’s not made of mashed potato!

2015

We worked closely with the Northern Irish Council for Curriculum and Assessments to launch the  Junior Entrepreneur Programme.

Mash Direct spearheaded the programme in Northern Ireland, working with local schools to help discover the bright, young, business leaders of tomorrow.

2015

We worked closely with the Northern Irish Council for Curriculum and Assessments to launch the  Junior Entrepreneur Programme.

Mash Direct spearheaded the programme in Northern Ireland, working with local schools to help discover the bright, young, business leaders of tomorrow.

2015

At Mash Direct, we pride ourselves on listening to our valued customer feedback. That’s why when you said that you wanted a portion that was just big enough for one person… we went away and made you our single-serve pots.

2015

At Mash Direct, we pride ourselves on listening to our valued customer feedback. That’s why when you said that you wanted a portion that was just big enough for one person… we went away and made you our single-serve pots.

2015

We decided to show our support to the Six Nations match for a head-to-head battle in the name of potatoes. We still didn’t manage to decide if they should be called Spuds or Tatties!

2015

We decided to show our support to the Six Nations match for a head-to-head battle in the name of potatoes. We still didn’t manage to decide if they should be called Spuds or Tatties!

2016

One Prime Minister isn’t enough for us, Theresa May came along to the farm after hearing about how well our export strategy was doing. Personally, we just think she was looking to find another wheat field.

2016

One Prime Minister isn’t enough for us, Theresa May came along to the farm after hearing about how well our export strategy was doing. Personally, we just think she was looking to find another wheat field.

2016

After popular demand from customer feedback, we launched our Sweet Potato Range, including Sweet Potato Fries and Sweet Potato Croquettes.

2016

After popular demand from customer feedback, we launched our Sweet Potato Range, including Sweet Potato Fries and Sweet Potato Croquettes.

2016

We surprised the people around Belfast  with our #culchielife campaign. Bringing the farm to the city and providing plenty of selfie opportunities.

2016

We surprised the people around Belfast  with our #culchielife campaign. Bringing the farm to the city and providing plenty of selfie opportunities.

2016

We took our Mash Potato down the 'Champs'-Élysées to celebrate the start of the Euro 2016 Football Tournament.

2016

We took our Mash Potato down the 'Champs'-Élysées to celebrate the start of the Euro 2016 Football Tournament.

2016

In order to showcase the rolling drumlins of County Down, we decided to get a drone and then teach someone how to fly it. It helps us notice any abnormalities with crops and provides breathtaking images that we can use to show our customers exactly where their veg comes from.

2016

In order to showcase the rolling drumlins of County Down, we decided to get a drone and then teach someone how to fly it. It helps us notice any abnormalities with crops and provides breathtaking images that we can use to show our customers exactly where their veg comes from.

2017

We helped our Scottish friends celebrate Burn’s Night by launching our tasty Burns Bites. It also gave Lance the chance to show off his legs in a kilt.

2017

We helped our Scottish friends celebrate Burn’s Night by launching our tasty Burns Bites. It also gave Lance the chance to show off his legs in a kilt.

2017

Jack was given the honour of speaking at the Oxford Farming Conference; attended by Princess Anne. Flying the home flag after being the first Northern Irishman to speak at the event in ten years!

2017

Jack was given the honour of speaking at the Oxford Farming Conference; attended by Princess Anne. Flying the home flag after being the first Northern Irishman to speak at the event in ten years!

2017

Our tractor was beginning to get lonely in the field and wanted to come out to meet our customers at food shows and events. Maris became our official Mashcot and can be found nearby at some of our shows.

2017

Our tractor was beginning to get lonely in the field and wanted to come out to meet our customers at food shows and events. Maris became our official Mashcot and can be found nearby at some of our shows.

2017

We were live on national TV with our April Fools prank, Jack even managed to get the presenter to smear some of our ‘Mashed Potato Mask’ on his face! The makeup department was not pleased.

2017

We were live on national TV with our April Fools prank, Jack even managed to get the presenter to smear some of our ‘Mashed Potato Mask’ on his face! The makeup department was not pleased.

2017

We worked with the Food Busker, John Quilter, on developing some unique dishes to incorporate some of our Mash Direct products. Beef Brisket mmmmm…..

2017

We worked with the Food Busker, John Quilter, on developing some unique dishes to incorporate some of our Mash Direct products. Beef Brisket mmmmm…..

Our Story

Click on the button below to find a condensed version of the our story.

Our Story
Mad about mash.

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