The Love NI Food podcast #2 The story of Mash Direct - the family that bet everything on champ.

On this episode of the Love NI Food Podcast, host Shauna Magill-Fegan sits down with Jack Hamilton, CEO of Mash Direct, to uncover the remarkable farm-to-fork journey behind one of Northern Ireland’s most recognisable food success stories.From the shores of Strangford Lough to supermarket shelves across the UK and Ireland, Jack shares how a sixth-generation family farm transformed the humble potato into a thriving convenience food brand. What began as a bold idea—“betting the farm on champ”—has grown into a household name, with millions of packs sold and a loyal following built on quality, simplicity, and local pride.In this conversation, you’ll hear:The origin story of Mash Direct and the pivotal moment that sparked its creationHow the Hamilton family combined tradition with innovation to reinvent everyday vegThe power of local sourcing and Northern Ireland’s world-class food ecosystemBehind-the-scenes insights into scaling a food brand—from farmers’ markets to national listingsThe role of social media in building a 49-million-strong audienceWhy convenience doesn’t have to mean compromiseJack also reflects on his journey back to the family business after working abroad, the values instilled by his parents, and how Mash Direct continues to champion sustainability, community, and education through initiatives like their field-to-fork programmes.Plus, hear his personal favourites from the range (spoiler: carrot & parsnip mash and beer-battered chips make the cut 👀).This episode is proudly supported by Andrew Ingredients, a long-standing partner to Northern Ireland’s food and drink industry.🎧 Whether you’re a food lover, entrepreneur, or proud supporter of local produce, this is a story of passion, resilience, and the power of keeping things simple—no fuss, just great food.