Award-winning “field-to-fork” vegetable accompaniments producer Mash Direct will introduce its range of dishes to the Middle East market after it secured listings with five retailers in Bahrain and United Arab Emirates (UAE).
More than half of its product range will be sold by premium Bahrain supermarket Alosra, as well as the Spinneys, Carrefour, Choithrams and Abela chains in UAE.
The company claimed that the achievement represents a “substantial foothold” in to the region, and follows significant expansion of Mash Direct’s international distribution channels. Dishes being made available include cauliflower cheese gratin, mashed potato, dauphinoise potato, colcannon and red cabbage and beetroot.
Jack Hamilton, director of Mash Direct, said: “The Middle East market is one of the largest in the world, so Mash Direct’s launch into the region is a significant boost for the business. UK foods are gaining popularity throughout the world so it’s no surprise that Middle Eastern people are choosing our Northern Irish farm-cooked dishes for an authentic taste of the British Isles.
“With the UK export food and drink market rapidly growing, we see this as a very important milestone for the business, which plays an integral part in our brand’s global growth strategy.”
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