Mash Direct leads on Veg Power

sam butler

Mash Direct is championing the Veg Power and ITV campaign on healthy eating for children, writes Sam Butler

Jack Hamilton (right), Mash Direct, with the family team, left, Lance Hamilton, Martin Hamilton and Tracy Hamilton

Comber-based Mash Direct is backing the exciting new campaign, Eat Them To Defeat Them, a radical initiative to inspire children to eat more vegetables. The company, based on a family farmed, is the driving force behind communicating this campaign across Northern Ireland.

The Eat Them To Defeat Them strategy is designed to inspire both children and parents to view and consume vegetables differently. With a total advertising spend from ITV of £2 million, the UK campaign will run for 12 weeks with each week focusing on a different vegetable. Food NI is also backing this important campaign.

The ITV campaign is being supported with in-store support across all major UK supermarkets as well as supporting creative materials that will be sent to schools. Mash Direct will be sending out 50,000 school packs to Key Stage 2 children across Northern Ireland and Scotland over the next couple of weeks, promoting the Veg Power Campaign and encouraging children to eat more vegetables.

Chief operating officer at Mash Direct, Jack Hamilton says: “Our focus at Mash Direct has always been on health and convenience. This campaign is the perfect way to engage with children and make them love the huge array of vegetables that we have to offer. We are thrilled to be driving this campaign across Northern Ireland and we hope that the whole initiative will have a tremendous impact on the long-term health here.”

Mash Direct, a Food NI member company, is an independent, family owned farming enterprise launched by Martin and Tracy Hamilton and their two sons, Lance and Jack, in 2004. The company grows and produces over 42-quality, convenient ‘field to fork’ vegetable and potato dishes ranging from mashed potato to croquettes which are 100 percent gluten free and free from artificial colourings and flavourings. These are sold in major supermarkets including Asda, Tesco, Sainsbury’s, Morrisons and Waitrose.

The company were voted the UK’s #1 Branded Supplier in Fruit, Veg and Salads by a poll administered by The Grocer in 2018 and has a total of 21 Great Taste Awards to date.

Suitable for microwave and oven heating, the Mash Direct range is available to retail, foodservice and food manufacturing throughout the UK, Ireland, Middle East and beyond.

Veg Power was created as a result of the Peas Please campaign a collaboration between the Food Foundation, Food NI, Nourish Scotland, Food Cardiff and the WWF to make it easier for people to choose veg.

It aims to harness the great creative minds of the advertising and marketing world and turn their skills to making engaging and powerful content aimed at changing our perception of vegetables in order to encourage our kids to eat more. The Veg Power fund aims to use positive messages of vitality, vibrancy and wonderful taste to give vegetables a modern appeal.



Jack Hamilton (right), Mash Direct, with the family team, left, Lance Hamilton, Martin Hamilton and Tracy Hamilton



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