SHORT DESCRIPTION
Tracy Hamilton and her husband currently farm a total of 485Ha, an increase from 93Ha in 2004. A variety of vegetables including potatoes, carrots, parsnip, turnip and cabbage are grown on the farm. The Hamilton’s had been successfully growing and selling vegetables for over 20 years. In 2014, they decide to diversify their wholesale vegetable farming by adding value to their raw vegetables and so Mash Direct was set up. Tracy and her family diversify their wholesale vegetable farming business into a food production business, cooked fresh from the farm.
INNOVATION
The primary innovation was changing the farm to a specialist food production enterprise, focused on ready-meals; the team became also pioneer in half-sleeve packaging. In addition, a bespoke machinery was introduced, then a unique masher and a stream cooker were specially built. A selection of older heritage vegetable varieties are grown specifically for the taste, and the vegetables are grown in the surrounding fields and be delivered to the processing unit within minutes and ensuring taste, quality and freshness. The company now produces quality, convenient vegetable and potato dishes ranging from traditional accompaniments of mash potato and champ to complete ready-meals. There are suitable for microwave and oven heating, are free from artificial additives, preservatives and colourings and are low in salt; moreover, the majority of their products are Gluten Free.
