Northern Irish prepared veg supplier Mash Direct returned to profitability last year on the back of operational improvement, leadership expansion, and new product innovation.
The family-owned farming business grew sales to just under £24m in the 10-month period to 31 December 2024, according to its latest accounts, posted with Companies House. This represented a 3.4% year-on-year increase in turnover, on a pro-rata basis.
Pro-rata EBITDA also rose significantly, jumping by 66.5% to £2.4m, while EBITDA as a percentage of sales hit 10.1% – reflecting what Mash Direct said was the “continued success of cost efficiency measures and strategic pricing adjustments”.
Profit after tax for the period stood at £394k for the 10-month accounting period, a marked improvement compared with the £467k loss posted in the previous 12 months.
The business, which has bolstered its leadership team with a series of hires over the past year, including the appointment of Des Ferris as MD in March 2024, also grew its social media presence, achieving a total reach of 25.54 million in Q1 of 2025 alone, up from 1.86 million in the previous year.
As a result, Mash Direct was now “the most-followed Northern Irish food company” on Facebook and was rapidly climbing on both Instagram and TikTok, said CEO Jack Hamilton.
Investment in a state-of-the art fry line in 2021 was also reaping benefits for the business, he added, with Mash Direct’s Chips, Onion Rings and its newly launched Skin-On Wedges “quickly becoming customer favourites”.
It also donated 276,500 portions of fresh veg to local charities and community organisations, providing food support to individuals and families across the region, the supplier added.
“This isn’t just a recovery – it’s a re-energising of the business,” Hamilton said. “We’ve made big changes, and we’re seeing big results. The core of this success is our investment in people, innovation, and the future of Northern Irish food.”
Looking ahead to 2025, Hamilton added the business would “continue investing in people and innovation throughout 2025, with further new roles in development and a continued focus on sustainability, market expansion, and digital growth”.
MD Ferris added Mash Direct had “reset with a purpose”. It had also “added expertise around the existing strengths of the business, bringing in new perspectives to support sustainable growth”, Ferris claimed.
“We’re building on the strengths that have always defined this business: integrity, quality, and deep local roots. The new leadership structure simply helps us execute with more focus and pace.”
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