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Big four listing in UK for Mash Direct veg.

Prepared veg supplier Mash Direct has won its first national listing with a big four retailer on the UK mainland.

The Northern Irish mashed veg specialist currently supplies Tesco, Asda and Sainsbury's in Northern and the Republic of Ireland and Scotland, Spar stores in Scotland, and Booths and Spar in England. It has now won a listing for all of Morrisons' English, Welsh and Scottish stores.

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A national listing with a big four retailer was the "ultimate goal", said general manager, Neil Houghton. "We see it as a major step for the business in terms of moving the product into the UK market for the first time on a proper scale."

Packs of mashed potato (rsp: [pounds sterling]1.39), and carrot and parsnip mash (rsp: [pounds sterling]1.49) went into Morrisons stores on Monday.

Mash Direct is looking for an English distributor in a bid to grow sales to independent and high-end mainland UK retailers.

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Title Annotation:FRESH FOOD; Mash Direct
Comment:Big four listing in UK for Mash Direct veg.(FRESH FOOD)(Mash Direct )
Publication:Grocer
Article Type:Brief article
Geographic Code:4EUUK
Date:Nov 6, 2010
Words:159
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