Malahide retailer supports Irish artisan food producers by adding Mella’s Butter Fudge to their growing range


Good PR management means that one must seek out every opportunity…consider every possibility…and take every step one can to identify and take advantage of the openings that exist.

Consequently, when a retailer decides to stock a client’s product – especially one that’s likely to appeal – we believe the public should be told.

Putting this belief to work, we thought it right that retailer Shiel’s Londis of Malahide should be recognised for choosing to add our client Mella’s Butter Fudge to their growing range of Irish food products.  To achieve this, a photograph was taken and a press announcement written and issued to the media.

The story was reported in local newspapers,  Fingal Independent (see article here) and Malahide Gazette (see page 7 through the following link.)

Shiel Londis was founded in the 1970s by well-known Fingal retailer Frank Shiel, who continues to have an active role in the business. Day-to-day, the busy, high-profile outlet is managed by his son, John and daughter Rufina.

One of the most popular stores in the Londis chain, Shiel’s of Malahide has been steadily building its reputation as an outlet for artisan food producers. Amongst their other well-established Irish brands is the popular Glenilen Farm range of yoghurts and deserts.

Pictured is Rufina Shiel proudly displaying a carton of Mella’s Fudge outside her store in Malahide. Asked how her initial delivery was performing, Rufina replied that it was ‘flying out the door’.