Shelf Talks

Send us Fan MailGetting your product onto a retailer's shelf is only the beginning.In this Retail Readiness Round, Belle Robinson, founder of ROXII Supercube, shares three quick but powerful lessons every product founder should hear before pursuing retail.You'll learn:• Why you need to know exactly where your product belongs before pitching.• The biggest mistake founders make after getting into stores.• Why pop-ups and product demos can turn curious shoppers into loyal customers.• The one retail metric every emerging brand should track to measure success.If you're preparing to pitch retailers or looking to grow once you're on shelf, this short episode is packed with practical retail advice you can apply immediately.Subscribe to Shelf Talks for weekly conversations with female founders who are building successful retail brands and the lessons that can help you do the same.Listen to the full episode released Monday July 6th. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailWhat happens when you realize the wellness aisle is too complicated?Belle Robinson did something no one else had done before.Instead of another powder, capsule, or ready-to-drink beverage, she created ROXII Supercube, nutrient-infused functional ice cubes designed to make wellness as simple as dropping ice into your favorite drink.In this episode of Shelf Talks, Belle shares:• How a trip to Expo West changed everything• Why networking with one founder completely changed her business• Building an entirely new frozen wellness category• Launching into Sprouts and Wegmans• Why demos became their biggest marketing strategy• Creating packaging that stands out in the frozen aisle• Retail metrics every founder should watch• Lessons learned launching an innovative CPG productIf you're building a product brand or dreaming of retail shelves, this episode is packed with practical advice. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailThinking about getting your product on retail shelves? Start here.In this Retail Readiness Round of Shelf Talks, Hannah Perez, co-founder of SEEQ shares three actionable insights every founder should hear before pursuing retail growth.In this episode, you'll discover:• Why attending Expo West can fast track your learning as a CPG founder• How connecting with founders already selling in retail can open doors and help you avoid costly mistakes• Why building authentic creator relationships delivers more long term value than chasing vanity metricsWhether you're preparing for your first buyer meeting or scaling your brand into more retailers, Hannah's advice will help you build a stronger foundation for retail success.Listen to Hannah's full Shelf Talks interview for the complete conversation and even more strategies for growing a successful consumer brand.Follow Shelf Talks for weekly conversations with founders, retail buyers, and industry experts sharing practical advice to help you succeed in retail. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailWhat does it really take to build a category defining consumer brand?In this episode of Shelf Talks, I sit down with Hannah Perez, Co Founder of SEEQ, to talk about the journey from a simple product idea to becoming one of the fastest growing brands in the clear protein category.Hannah shares how saying yes to opportunities, validating the product with real consumers, and building an authentic social media presence helped SEEQ sell out its first inventory in just 45 days. We also discuss the realities of manufacturing, managing inventory, preparing for retail, and what it takes to successfully launch into major retailers like Target, Walmart, Sam's Club, and The Vitamin Shoppe.If you're building a consumer product brand, this conversation is packed with practical lessons on entrepreneurship, retail growth, and brand building.In this episode we discuss:• Why founders should say yes before they feel ready• How to validate a product before making a major investment• The TikTok strategy that helped SEEQ build early momentum• What founders should know before launching into retail• The biggest differences between selling direct to consumer and selling in stores• Retail metrics every founder should understand• How founders must evolve as their companies growWhether you're preparing to pitch retailers or looking to grow your brand beyond ecommerce, Hannah shares honest insights and actionable advice that every founder can learn from.Connect with Hannah Perez:Instagram: @hanxperezFollow SEEQ:Instagram: @seeqsupplyIf you enjoyed this episode, follow Shelf Talks and leave a review to help more founders discover the show. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailWhat does it really take to succeed in retail after you've landed on the shelf?In this Retail Readiness Round, Lindsay Holden, co-founder of Odele Beauty, shares three powerful lessons every founder needs to hear before pursuing retail growth.Lindsay challenges the common belief that getting into retail means you've "made it," explaining why the real work begins once your products hit store shelves. She also reveals the key metrics Odele watches closely to measure success and sustainable growth, including shelf productivity and year-over-year performance.Plus, Lindsay shares her advice for founders preparing for buyer conversations, emphasizing the importance of defining success on your own terms and confidently advocating for what matters most to your brand.In this episode, you'll learn:• The retail myth that can hold founders back• Why getting into retail is only the beginning• The metrics that matter most once you're on shelf• How to define success before entering buyer meetings• The mindset founders need to build lasting retail partnershipsWhether you're pitching retailers for the first time or looking to grow your presence in stores, this quick Retail Readiness Round delivers actionable insights you can apply immediately.Listen now and take the next step toward retail success.Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailHow do you build a beauty brand that earns shelf space at Target, Ulta, Walmart, and CVS and keeps growing once it's there?In this episode of Shelf Talks, I sit down with Lindsay Holden, Co-Founder of Odele Beauty, to discuss her incredible journey from being a Target merchant to building one of the most recognized clean hair care brands in mass retail.Lindsay shares the strategic decisions that helped Odele disrupt the beauty aisle, including how they identified a gap in the market, launched with an intentional assortment, and scaled responsibly while staying true to their mission of making salon-grade, clean beauty accessible to more consumers.Whether you're a female founder, CPG entrepreneur, beauty founder, or product-based business owner looking to get into retail stores or grow your brand in retail, this episode is filled with actionable insights you can apply to your own journey.In this episode, we discuss:• How to identify white space opportunities in crowded categories• What retail buyers look for when evaluating new brands• Why your brand must be incremental to the category• The importance of competitive shopping and understanding your consumer• How Odele launched in approximately 1,000 Target stores first• Why sampling, reviews, and community building drive retail growth• How to expand into retailers like Ulta, Walmart, and CVS strategically• How to scale a brand intentionally instead of chasing every opportunityOne of my favorite takeaways from Lindsay:"There's value in waiting and learning and building responsibly."Retail success isn't about moving the fastest. It's about solving a real consumer problem, understanding your category, and building a brand that consumers and retailers trust.🎧 Tune in to hear Lindsay's inspiring founder story and learn practical strategies for getting your product on retail shelves, driving sales once you're there, and building a brand designed for long-term growth.📖 Prefer reading? Visit the Shelf Talks blog for a full recap and actionable lessons from this episode on www.shelftalks.comOdele Beauty Instagram: https://www.instagram.com/odelebeauty/Odele Beauty Website: https://odelebeauty.com/ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailWhat separates brands that stay local from those that scale nationally? According to Rachel Krupa, founder of The Goods Mart, it starts with passion, purpose, and the willingness to build something bigger than just a product.In this Retail Readiness Round, Rachel shares the early signs of brands destined for retail success, why packaging is often the first thing that drives product discovery, and why emerging brands shouldn't be afraid to be bold and stand out on the shelf. She also dives into one of the biggest red flags retailers notice immediately: communication.In this quick but powerful conversation, you'll learn:✨ The mindset that sets scalable founders apart✨ Why packaging can make or break first impressions in retail✨ How bold branding creates curiosity and drives trial✨ Why founder stories matter just as much as great taste✨ The communication mistakes that can hurt retailer relationshipsIf you're a product-based founder preparing for retail growth, this episode is packed with actionable insights on brand building, packaging strategy, and developing strong retail partnerships.🎧 Listen now and discover what catches a retailer's attention—and what could make them pass on your product before it ever reaches the shelf. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailWhat if the best retail strategy isn’t going national—but going local first?In this episode of Shelf Talks, I sit down with Rachel Krupa, Founder and CEO of The Goods Mart, the better-for-you convenience store concept redefining what discovery, community, and retail can look like. From launching her first store without a business plan to becoming a platform that helps emerging brands gain exposure in hotels, corporate offices, and curated retail spaces, Rachel shares why local retail can be one of the most powerful growth strategies for founders.We discuss:✨ Why going deep in one market beats going wide too soon✨ How The Goods Mart discovers and selects founder-led brands✨ The importance of community and experiential retail in driving loyalty✨ Emerging consumer trends in snacking and better-for-you products✨ What founders need to know about inventory, sampling, and getting on shelf✨ Why some products fail simply because they’re ahead of their time✨ How local retail creates early brand advocates and word-of-mouth momentumPlus, Rachel shares incredible stories of brands like Olipop, Sanzo, and Tia Lupita and how a single retail opportunity can lead to game-changing connections and growth.If you're a product-based founder looking to land in retail stores, build community, and create a brand with staying power, this episode is packed with actionable insights and inspiration.The Goods Mart Instagram: https://www.instagram.com/thegoodsmart/🎧 Tune in now and discover why starting local may be the smartest move you make for your brand. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIn this Retail Readiness Round, Karishma Thawani and Tekla Black get tactical about what actually keeps a brand on shelf. They break down which communities and trade shows delivered real value, why founders should prioritize velocity and density over vanity door counts, and how demos, retailer relationships, promotions, and full-margin math determine whether retail becomes profitable growth or an expensive lesson.If you're deciding where to spend your next retail dollar, this is a concise masterclass in allocation, execution, and cash-flow discipline.Key takeaways:Startup CPG, Expo West, BevNet, and Beverage Forum were highlighted as high-value ecosystems for connections and coverage.The biggest myth: getting into retail is not the same as succeeding in retail. Door count without velocity is a costly distraction.Slotting is often negotiable, but treat negotiations carefully and intentionally.To stay on shelf: founders should personally support demos, build relationships with store teams, plan promotions with clear cash-flow assumptions, and do the full margin math before every retail program.Listen if you want practical retail execution advice, not just shelf-placement theory.Listen to the full episode released 6.8.26Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailThis week's Shelf Talks Podcast I sat down with Karishma Thawani and Dr. Tekla Black founders of KEY energy.From Karishma's personal health journey that inspired the idea to Tekla's deep expertise in nutrition science and retail strategy, they share how complementary skills, consumer research, and relentless persistence helped them launch into retail and secure placements with retailers like Erewhon, Market District, and beyond.They also reveal the realities of building a beverage brand from the ground up, including:• Conducting consumer research before building the product• Continuing to perfect the formulation• Landing early retail placements before launch• Using grassroots sampling and community partnerships to drive velocity• Raising capital as first-time founders• Building a retail-first growth strategy in one of the most competitive categories in CPGWhether you're building a food or beverage brand, preparing to pitch retail buyers, or looking to understand what it really takes to create a disruptive product in an established category, this episode is packed with actionable insights and founder lessons.Connect with Key Energy:Instagram: @drinkkey.lifeWebsite: drinkkey.comTry your first KEY and get 15% using code KEY15 at checkout on their website.Enjoying Shelf Talks? Subscribe, leave a review, and share this episode with a founder who's building their way onto retail shelves. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIn this Retail Readiness Round, Stacie Skinner, founder of Superb Bakehouse, shares three powerful insights every founder should hear before pursuing retail growth.From knowing when you're truly ready for retail to preparing for buyer meetings and staying connected to the joy behind your business, Stacie offers practical advice grounded in her journey from farmers markets to national retail shelves.In this short but impactful conversation, you'll learn:• The biggest sign that your product is ready for retail expansion• How to mentally prepare before walking into a buyer meeting• Why demand matters more than excitement when pursuing retail• The mindset shift founders need to make beyond landing a purchase order• How staying connected to your purpose can help you navigate the challenges of entrepreneurshipWhether you're preparing to pitch buyers, evaluating your retail readiness, or working to grow your product-based business, this episode offers a valuable reminder that retail success starts with customer demand—and lasts when you don't lose sight of why you started.Listen to the full Shelf Talks conversation with Stacie Skinner to hear how she built Superb Bakehouse from a homemade solution for her son into a nationally distributed food brand. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailWhat happens when a mom can't find safe, nutritious, and delicious food for her child with severe food allergies?She creates it herself.In this episode of Shelf Talks, I sit down with Stacie Skinner, founder of Superb Bakehouse, to discuss how a homemade solution for her son's food allergies evolved into a nationally distributed frozen waffle brand found on retail shelves across the country.Stacie shares her remarkable journey from baking in her home kitchen and selling at local farmers markets to landing in Whole Foods, Harris Teeter, Market District, Wegmans, Costco rotations, and more. Along the way, she reveals the strategies that helped her grow, stay on shelf, and scale manufacturing while remaining committed to quality.We discuss:• How a personal family challenge became a retail-ready business• Using farmers markets to validate products and identify a hero SKU• The grassroots retail pitch that landed her first store placement• Why product demos remain one of the most powerful tools for driving trial and sales• Building consumer trust through premium ingredients and product quality• The realities of scaling manufacturing and investing in production capacity• Navigating retail pricing, slotting fees, and category competition• How alternative channels like Sunbasket and Harry & David helped drive national awareness• The decision to rebrand from Lopaus Point to Superb Bakehouse• What it takes to stay on shelf once you've landed retail distributionThis conversation is packed with practical insights for emerging food and beverage founders looking to grow beyond local markets and build a lasting retail brand.If you're working toward retail placement, scaling production, or searching for ways to stand out in a crowded category, this episode is full of valuable lessons you won't want to miss.Superb Bakehouse Instagram: https://www.instagram.com/superbbakehouse/Superb Bakehouse Website: https://www.superbbakehouse.com/ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailDenise Woodard didn’t launch into national retail overnight. Before building Partake Foods into the powerhouse brand it is today, she was hand-unloading pallets, storing inventory in a storage unit, and walking into stores with cookies in a backpack.In today’s Shelf Talks episode, we’re revisiting a part of my powerful conversation from October 2025 where Denise shares the scrappy, early-stage strategies that helped her get Partake Foods onto shelves. From using competitor store locators to build her first retail target list, to personally demoing products and promising store owners she’d come back until every box sold, Denise breaks down what it really looked like to build retail momentum from the ground up.You’ll hear how she: • Identified her first retail opportunities • Landed early independent accounts • Used demos as her first marketing strategy • Collected customer feedback that reshaped packaging and positioning • Turned grassroots hustle into larger retail opportunitiesIf you’re an emerging founder dreaming of getting into retail stores, this episode is proof that big retail wins often start with small, consistent action.Listen to the full episode released 10/06/2025 Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailSarela Herrada, co-founder and CEO of SIMPLi, joins Shelf Talks for a candid conversation packed with actionable retail insights every product-based founder needs to hear before pitching buyers and launching into stores.If you're trying to get your brand into retail shelves in the next 6–12 months, this episode breaks down what actually makes a product retail-ready beyond simply having a great product. Sarela shares why category differentiation matters, how to create packaging that stops consumers in their tracks, and one surprising belief she had about retail that turned out to be completely wrong.You’ll also hear powerful lessons on founder networking, reaching out to industry leaders, and why events like Expo West can completely change the trajectory of your business.In this episode, you'll learn:• How to stand out in a crowded retail category • Why packaging can make or break your retail success • The mistake founders make assuming the best product always wins • How founder relationships can accelerate growth • Why networking opportunities create game-changing retail connectionsWhether you're preparing for buyer meetings, refining your product positioning, or building a shelf-ready brand, this episode delivers practical advice to help you get into retail stores — and win once you're there.Listen now and take one step closer to becoming truly retail ready.Listen to the full episode released May 18th. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIn this episode of Shelf Talks, Roberta sits down with Sarela Herrada, co-founder and CEO of SIMPLi, to unpack the journey of building a mission-driven food brand from the ground up and transforming regenerative agriculture into a fast-growing retail success story.Sarela shares how she turned a passion for nutrient-dense foods and sustainable sourcing into a brand now found on retail shelves nationwide. From investing her life savings into building international supply chains to landing accounts with food service partners and eventually scaling into major retailers, this conversation is packed with actionable insights for founders building consumer brands.You’ll hear how SIMPLi pivoted during COVID, why they launched in food service before retail, the scrappy LinkedIn outreach strategy that helped open doors, and what buyers really look for when evaluating emerging brands. Sarela also reveals lessons around retail growth strategy, packaging innovation, category disruption, inventory planning, velocity, and scaling operations without breaking your business.If you're a founder trying to get into retail stores, improve your retail pitch, understand category growth, or build a product consumers truly connect with, this episode is filled with practical takeaways.In this episode we cover: • How SIMPLi built global supply chains from Peru and Greece • Why regenerative organic products are changing the future of food • Landing early partnerships and scaling through food service • The strategy that helped SIMPLi get into retail stores • How to pitch retail buyers and stand out in declining categories • Packaging mistakes, customer feedback, and early retail lessons • Why founders need to understand retail velocity and inventory planning • Building a retail growth strategy that lastsWhether you're launching your first product, preparing for Whole Foods, or scaling your CPG brand, this episode delivers real lessons from the front lines of retail.SIMPLi Instagram: https://www.instagram.com/eatsimpli/SIMPLi Website: https://eatsimpli.com/ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIn this Retail Readiness Round of Shelf Talks, Roberta sits down with Carrie Sporer for a candid conversation on what founders really need to know before landing on retail shelves. From understanding margins, tariffs, and shipping costs to creating consumer education that actually works in-store, Carrie shares the lessons that changed the way she built and scaled SWAIR Hair.They also dive into:• The retail assumptions that founders often get wrong• Why point-of-sale education and icons matter more than you think• The importance of knowing your numbers before pitching buyers• The networking events and founder communities that helped grow SWAIR Hair• How transparent founder relationships can unlock major business growthIf you are a product-based founder preparing to pitch retail buyers, launch into stores, or grow your brand on shelf, this episode is packed with practical retail strategy and founder insights you can apply now.Listen to the full episode released 5.11.26 Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIn this episode of Shelf Talks, host Roberta Townes sits down with Carrie Sporer, co-founder of SWAIR Hair to talk about building an innovative beauty brand that is disrupting the haircare category with showerless shampoo solutions designed for real life routines.Carrie shares the founder journey behind creating a product that solved a personal pain point, how she identified a white space opportunity in the beauty and haircare market, and what it really takes to launch, grow, and scale a product-based business in retail. From product development and customer education to retail expansion, brand storytelling, and building consumer trust, this episode is packed with actionable insights for emerging founders looking to get their products into retail stores.If you are a founder trying to grow a CPG brand, beauty brand, or product-based business, this conversation covers key topics including: How to create a retail-ready beauty product  Building a disruptive haircare brand from scratch  Scaling an emerging consumer packaged goods brand  Founder lessons on innovation and product positioning  How to stand out in competitive retail categories  Marketing strategies for beauty and wellness brands  What founders need to know before expanding retail distribution  The realities of entrepreneurship behind fast-growing brands Whether you are preparing to pitch retail buyers, grow brand awareness, improve your product positioning, or drive sales once on shelf, this episode delivers honest founder insights and practical retail growth strategies you can apply to your own business.Swair Hair Instagram: https://www.instagram.com/swairhair/Swair Hair Website: https://www.swairhair.com/ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIf you're a product-based founder trying to figure out how to drive traffic to retail stores, increase sell-through, and stand out on crowded shelves, this episode breaks down exactly what’s working right now.In this solo episode of Shelf Talks, we’re diving into 5 proven retail marketing strategies founders are using to boost in-store sales, build brand awareness, and strengthen retailer relationships in today’s competitive landscape.With more competition than ever from Amazon, DTC brands, and major retailers getting on shelf is just the beginning. The real challenge? Getting customers to choose your product once you’re there.Inside this episode, you’ll learn how to: Use social media to drive in-store traffic by strategically shouting out retail partners  Leverage retail trade shows and buyer events to expand distribution and build relationships  Create retail exclusives and limited-time offers (LTOs) that make your product a must-buy in specific stores  Tap into unexpected brand collaborations to generate buzz and increase retail velocity  Show up as a founder in-store to build trust, connect with customers, and drive real salesThese aren’t just trends they’re actionable retail growth strategies that successful founders are using right now to win at retail, increase product sell-through, and become a top-performing brand on shelf.Whether you're preparing to pitch to buyers, launching in your first retail account, or looking to scale in stores like Target, Whole Foods, Ulta Beauty, or specialty retail, this episode will give you the clarity and strategy you need.🎧 Hit play to learn how to turn your retail placement into real momentum and real revenue. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailWhat does it really take to be retail ready and land your product on store shelves?In this Retail Readiness Round of Shelf Talks Podcast, we’re bringing you rapid-fire, high-impact insights from two founders actively building and scaling in competitive consumer product categories.First, Jillian Salinas, founder of Beach City Coffee, shares what founders must nail before pitching to retail buyers—from dialing in your value proposition to understanding your numbers inside and out. If you're trying to break into a saturated category like coffee, this is your blueprint for standing out and getting noticed by buyers.Then, Clara Sieg, co-founder and CEO of Loonen Water, delivers sharp, no-fluff truths about what it really means to be “retail ready,” why grit is a non-negotiable founder skill, and how to show up as a brand retailers actually want to partner with.This episode is packed with actionable advice for: Founders preparing for retail buyer meetings  Product-based businesses looking to get into retail stores  Emerging brands navigating retail readiness and scaling distribution  Entrepreneurs building CPG brands in competitive markets You’ll learn: How to define a strong value proposition that wins in saturated categories  What retail buyers actually expect when you pitch your product  Why knowing your numbers can make or break your retail deal  The mindset shift that happens when your product hits shelves  What “retail readiness” truly means beyond just having a great product If you’re serious about getting your product into retail stores, pitching with confidence, and building a brand that thrives on the shelf—this episode is your fast-track playbook. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIf you’re a product-based founder trying to figure out how to get into retail stores, pitch buyers, and actually scale on shelf, this episode delivers a real-world blueprint you can learn from and apply.In this episode of Shelf Talks, I sit down with Jillian Salinas, founder of Beach City Coffee, a woman-owned brand that went from roasting beans in a popcorn popper to landing Whole Foods as their first retail account then expanding into Walmart, Kroger, and beyond.Jillian breaks down exactly how she made the leap from selling into local offices to building a retail-ready CPG brand, including the scrappy LinkedIn outreach strategy that got her in front of buyers, how she used sampling to drive in-store sales, and what it really takes to scale without losing your brand values.If you’ve been wondering:How do I get my product into Whole Foods or major retailers?What do retail buyers actually look for in emerging brands?How do I pitch buyers and stand out in a crowded category?What happens after you get the “yes” and land on shelf?This conversation answers all of it with honest insights most founders don’t hear until they’re already in it.Jillian also shares: The exact LinkedIn + sampling strategy that helped her land Whole Foods during COVID  Why “no just means yes later” is her mindset for breaking into retail  How she scaled into Walmart, Kroger, and now Costco while staying committed to sustainability  The importance of multiple SKUs and how it unlocks bigger retail opportunities  Real lessons on retail delays, buyer communication, and staying persistentWhether you’re preparing for your first buyer pitch or trying to grow your retail footprint, this episode is packed with actionable strategies for getting retail-ready and driving sales once you’re there.Beach City Coffee Website: https://beachcitycoffee.com/Beach City Coffee Instagram: https://www.instagram.com/beachcitycoffee/ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailWhat does it really take to build a standout brand in one of the most crowded retail categories?In this episode of Shelf Talks, I’m joined by Clara Sieg, co-founder and CEO of Loonen Water, the brand rethinking hydration through purity, transparency, and elevated consumer experience.Clara shares the powerful founder story behind launching Loonen, from her personal fertility and wellness journey to building a premium water brand designed for today’s health-conscious shopper. We dive into what it takes to differentiate in a saturated aisle, how thoughtful product design can drive repeat purchase, and why getting on shelf is only the beginning.We also unpack the real behind-the-scenes of scaling a beverage brand from sourcing and manufacturing to early retail traction, distributor partnerships, restaurant placements, and raising $6 million in funding to fuel growth.If you’re a founder building a product-based business and want real insights on retail strategy, product differentiation, buyer appeal, and scaling in CPG, this episode is packed with takeaways.In this episode, we cover: How Clara turned a personal problem into a scalable retail brand  What makes buyers pay attention in a crowded category  The importance of product experience beyond just the formula  Early retail growth strategies that drove strong sell-through  How to think about pricing and positioning on shelf  What investors vs. retail buyers care about in a pitch  Lessons from scaling into hundreds of stores This conversation is a masterclass for founders looking to build a brand that not only gets into retail stores — but wins once it’s there.🎧 Listen now and get inspired for your own retail journey.Loonen Water Website: https://loonen.com/Loonen Water Instagram: https://www.instagram.com/loonenwater/ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailGetting on Shelf Isn’t the Win, Here’s How to Actually Succeed in RetailGetting your product into retail feels like the ultimate milestone… but what if that “yes” is just the beginning?In this solo episode of Shelf Talks, Roberta breaks down the hard truth that most founders don’t hear: getting on shelf doesn’t equal success staying and selling does.After working closely with emerging brands and seeing firsthand what separates those who thrive from those who quietly disappear, she’s sharing the 5 biggest mistakes founders make after landing their first retailer and exactly what to do instead.Inside this episode, you’ll learn: Why getting on shelf is only the starting line (not the finish)  The critical mindset shift every founder needs to make  How to create a retail launch plan that actually drives sales  Why you must own your traffic (and how to do it effectively)  What retail buyers really expect from you post-launch  The mistake that kills your chances of staying on shelf fast  How to use your first retailer as a blueprint for scaling If you’re preparing to pitch retailers, launching soon, or already on shelf but not seeing the traction you expected this episode is your wake-up call and your roadmap.Because the goal isn’t just to get into retail… it’s to win there.🎧 Hit follow, share with a founder friend, and don’t forget to leave a review if this episode helps you think differently about your retail strategy. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIf you’re a product-based founder trying to figure out how to get your brand into retail stores and actually win on the shelf this episode is packed with real, actionable insight you don’t want to miss.In this conversation, we sit down with Samantha to break down what it truly takes to build a retail-ready brand from the ground up. From the importance of retail-ready packaging to mastering clear, confident communication when pitching buyers, this episode gives you a behind-the-scenes look at the skills that separate brands that get on shelves from those that stay stuck.We also dive into the real impact of retail and why getting on shelf isn’t just about distribution, but about building credibility, expanding your customer reach, and accelerating brand growth.If you’ve ever wondered: What should I focus on first to get into retail?  What skills do buyers actually care about?  How does getting into stores change your business? This episode answers it all in a way that’s honest, tactical, and rooted in real founder experience.🎧 Tune in now to learn how to position your brand for retail success and start building a business that buyers can’t ignore.And if you’re serious about getting your product into stores, make sure you’re subscribed to Shelf Talks for weekly insights from founders who’ve done it and the strategies you need to do it too. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailWhat does it really take to turn a deeply personal mission into a retail-ready brand that resonates on shelves and in hearts?In this episode of Shelf Talks, I sit down with Samantha Ong, founder and CEO of JoeyDolls, a purpose-driven children’s brand creating culturally representative dolls that help kids feel seen, confident, and proud of who they are. What started as a search for better representation for her daughter turned into a powerful product-based business that’s now making waves in both e-commerce and retail.Samantha shares the real, behind-the-scenes journey of building a physical product from scratch with no prior experience including how she navigated product development, sourcing challenges, multiple manufacturers, and the emotional rollercoaster of launching with limited resources.We dive into: How to turn a mission-driven idea into a scalable product-based business  The exact steps to go from concept to prototype (even without industry experience)  Why community-led product development can be your biggest competitive advantage  How she used pre-orders to validate demand and fund production  The realities of managing inventory, cash flow, and long production timelines  What it takes to transition from DTC into retail stores and what she wishes she knew earlier This episode is a must-listen for indie founders who want to build a brand that not only sells but stands for something and wins both online and on retail shelves.Joeydolls Website: https://joeydolls.com/Joeydolls Instagram: https://www.instagram.com/joeydolls/🎧 If you're serious about getting your product into retail stores and building a brand buyers believe in, hit play now. And don’t forget to follow Shelf Talks for weekly insights from founders who’ve done it and the strategies to help you do it too. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailStruggling to get your product in front of retail buyers—even though you know it belongs on the shelf?In this solo episode of Shelf Talks, I’m breaking down the 5 biggest mistakes product-based founders make when trying to connect with retail buyers and how these missteps could be the exact reason you’re not getting responses, meetings, or retail opportunities.As a retail buyer with 15+ years of experience, I’ve seen it all from generic outreach emails and poorly targeted pitches to missed follow-ups that cost brands real shelf space. The truth? Getting into retail isn’t just about having a great product—it’s about how you position, pitch, and present your brand to buyers.In this episode, you’ll learn: Why not researching the retailer is costing you opportunities  The #1 mistake founders make in retail buyer outreach emails How slow follow-ups can delay your retail placement by months (or even a year)  What to send instead of a generic line sheet to actually stand out  Why consistent, strategic follow-up is the key to landing retail deals If you’re ready to stop getting ignored and start building real relationships with retail buyers, this episode will give you the actionable strategies you need to finally get in the door.If this episode gave you clarity on your retail strategy, share it with another founder who’s trying to get on shelves and don’t forget to follow Shelf Talks so you never miss the insights that can take your brand from overlooked to on-shelf. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIf you’ve ever felt like your emails are getting lost in a buyer’s inbox or questioned why your retail pitch isn’t landing, this quick-hit segment is packed with actionable insights you can apply immediately.Marisa pulls back the curtain on how to stand out to retail buyers in a saturated market sharing her strategic approach to timing, tailoring, and simplifying your outreach to increase open rates and get real responses. She also gets honest about rejection in retail and why playing the long game is key to securing and sustaining placements.One of the biggest takeaways? Don’t overextend too early. Marisa explains why starting smaller, protecting your initial placements, and focusing on performance can turn early “no’s” into future “yeses” a critical strategy for founders serious about long-term retail success.She also highlights the importance of building a strong founder network because scaling a product-based business in retail isn’t just about strategy, it’s about having the right support system to navigate the highs and lows.In this episode, you’ll learn: How to get a retail buyer’s attention (and actually get your emails opened)  Smart retail pitch strategies that cut through the noise  Why rejection is part of the process and how to leverage it  The importance of starting small to win big in retail stores  How community and mentorship can accelerate your growth If you're an emerging brand founder looking to confidently pitch to retail buyers, land your first accounts, and build a product that performs on shelf this is a must-listen.🎧 Tune in now to sharpen your retail strategy and take your next step toward getting on shelves and staying there.Listen to the full episode with Marisa released 3/23/26 Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIf you're a product-based founder trying to get into retail stores—and actually stay there—this episode is your blueprint.In this episode of Shelf Talks, I sit down with Marisa Sergi, CEO and co-founder of a multi-brand wine company, to break down what it really takes to build a retail-ready brand, pitch buyers with confidence, and scale from small beginnings to major retail shelves across the country.Marisa shares her journey from earning just $500 paychecks while starting her brand… to cold calling retailers, building trust with buyers, and turning data into sales stories that win shelf space. This is a masterclass in retail strategy, persistence, and smart scaling for any founder looking to grow in stores.We also dive into what happens after you land retail—because getting on the shelf is only half the battle.In this episode, you’ll learn: How to get your product into retail stores (even with no connections)  The exact approach to cold calling and pitching retail buyers Why data and storytelling are key to winning more accounts  The biggest mistakes founders make that cost them retail deals  How to drive in-store sales and build trust with retailers When to cut SKUs and focus on what actually sells What it takes to scale a product-based business in retailIf you're struggling with: Getting in front of buyers  Not knowing what to say in your pitch  Products sitting on shelves without selling  Or feeling stuck after landing your first retail account… This episode will give you the clarity and confidence to move forward.Luva Bella Instagram: https://www.instagram.com/luvabellawines/Luva Bella Website: https://luvabella.com/winery/Brew Kettle Website: https://thebrewkettle.com/ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailTrade shows like Expo West are exciting for product founders. You spend months preparing your booth, sampling your product, and finally getting the chance to meet retail buyers face-to-face.But here’s what many founders don’t realize:Getting your product into retail stores rarely happens at the trade show itself. It happens in the follow-up.In this solo episode of Shelf Talks, I’m breaking down 5 strategic ways to follow up with retail buyers after a trade show so your brand stays memorable and moves closer to landing on retail shelves.If you're a product-based founder trying to get your products into retail stores, your post–trade show strategy can be the difference between being forgotten and building a long-term retail partnership.Inside this episode, you’ll learn:• How to send a personalized follow-up email that retail buyers actually remember • The retail-ready assets buyers need to evaluate your brand • How to reinforce your retail story and product differentiation • Why sending a post-trade-show product sample can move conversations forward • How to use LinkedIn to stay visible with retail buyers and build relationshipsWhether you just exhibited at Expo West, walked a regional trade show, or are preparing for your first event, these strategies will help you turn those booth conversations into real retail opportunities.If you’re serious about getting your product on retail shelves, pitching retail buyers with confidence, and growing your product-based business, this episode is for you.🎧 Follow Shelf Talks so you never miss an episode packed with insights to help you grow your brand, develop your retail strategy, and land more retail accounts. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIn this special Retail Readiness Round from Shelf Talks, Fly By Jing founder Jing Gao shares what it really takes for a product-based business to succeed in retail.If you're a founder working toward getting your product onto store shelves, this rapid-fire segment breaks down the essential elements buyers and retailers expect before saying yes.Jing dives into the fundamentals of retail readiness, including why proof of concept matters, how a clear value proposition should show up directly on your packaging, and why your product needs to stand out enough to move off the shelf on its own.She also shares three non-negotiables every founder must understand before pitching retail—from margin structure and hidden retail costs to the financial resources required to support a retail launch. Plus, she highlights a mistake that can permanently damage retailer relationships: failing to deliver on supply chain commitments.You’ll learn about: • What makes a product truly shelf ready • The three non-negotiables before pitching retail buyers • Why margin structure and retail costs matter more than most founders realize • The importance of supply chain readiness and delivering on time and in full • How getting on retail shelves unlocks access to a broader consumer baseIf you're preparing to pitch retailers or scale your brand in stores, this quick Retail Readiness Round delivers powerful insight from a founder who successfully built a globally recognized food brand.Listen to the full episode released 3/9/2026 Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailWhat does it take to turn a cultural idea into a global CPG brand—and land on thousands of retail shelves?In this episode of Shelf Talks, Roberta Townes sits down with Jing Gao, Founder and CEO of Fly By Jing, the flavor-forward food brand that brought authentic Sichuan flavors into mainstream grocery stores across the U.S.Before Fly By Jing became a breakout CPG success found in Whole Foods, Target, Costco, Walmart, and 12,000+ stores, Jing was hosting supper clubs around the world, carrying rare Chinese ingredients in her suitcase and introducing people to flavors they had never experienced before. That insight eventually led to one of the most talked-about launches in modern food entrepreneurship.In this conversation, Jing breaks down the real strategy behind building a modern food brand—from launching with Kickstarter and DTC, to building demand through organic social media and earned press, to scaling into retail distribution and national grocery chains.If you’re a food founder, CPG entrepreneur, or product-based business owner looking to get into retail, this episode is packed with real insights on how to grow a brand without losing authenticity.You’ll learn:• How Jing identified a gap in the U.S. food market after attending Expo West • Why she started with Kickstarter and direct-to-consumer before retail • How Fly By Jing went from small-batch kitchen production to national distribution • What founders need to know about retail buyers, shelf strategy, and packaging for grocery stores • The role of press, organic social, and word-of-mouth in driving demand • Why Fly By Jing said no to retail for two years before entering Whole Foods • How the brand scaled through COVID supply chain disruptions and explosive demand • The strategy behind collaborations, innovation, and expanding product categories • How to navigate venture funding, investor rejections, and scaling a food startupJing also shares honest insights about pitching investors who didn’t believe Asian food could scale—and how persistence, culture, and consumer demand ultimately proved them wrong.Whether you're preparing for Expo West, building a CPG startup, or trying to understand what retail buyers look for when selecting new products, this episode is a must-listen.Fly by Jing: https://flybyjing.com/Fly by Jing Instagram: https://www.instagram.com/flybyjing/Jing's Instagram: https://www.instagram.com/jingtheory/ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailTrade shows aren’t just about foot traffic they’re about getting in the right rooms.In this final Expo mini dive, Brittany Lo shares how exhibiting at a major beauty trade show led directly to landing her first retail account with Neiman Marcus and eventually opening doors with Urban Outfitters and Free People.We talk about: • Using trade shows strategically to meet buyers • Why industry expos aren’t about consumers — they’re about retail relationships • The power of a clear one-liner and premium positioning • Understanding that trade show ROI often takes months, not days • How launching in the right retail environment can instantly elevate brand credibilityBrittany shares how showing up at a beauty expo with intention not just a booth helped position Beia as a modern, elevated brand in a growing (and once-taboo) category.If you’re preparing for trade shows, this episode is your reminder: trade shows are a long game. Get on buyers’ radar. Refine your pitch. Own your niche.✨ Want to go deeper into Brittany’s retail strategy and brand-building journey? Listen to her full Shelf Talks episode released April 7, 2025.Follow Shelf Talks for more real conversations with female founders building brands that land and last on retail shelves. 🎙️ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailWhat if you went to Natural Products Expo West… without finished product?In today’s mini dive, Jess Berger, founder of Bundle x Joy, shares how she showed up to Expo West with mock-up packaging, no confirmed retailers, and massive MOQs hanging over her head — knowing she had to make something happen.Instead of waiting until everything was perfect, she leaned into scrappiness, bold differentiation, and a clear retail pitch.The result? A retail opportunity that changed the trajectory of her brand.If you’re preparing for trade show season, debating whether you’re “ready,” or wondering how to approach buyers with confidence this episode is your reminder that trade shows are what you make them.Want the full strategy behind how she built, pitched, and scaled Bundle x Joy? Be sure to listen to Jess’s full Shelf Talks episode released July 14, 2025, where we go deeper into product development, MOQs, retail strategy, and what it really takes to land and grow in stores.Follow Shelf Talks so you don’t miss the rest of this week’s daily mini dives — short, powerful lessons to help you build with confidence. 🎙️ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIn this Trade Show Mini Dive, Olivia Abrams, co-founder of TiCK MiTT, shares how she strategically used viral social media momentum and in-person trade shows to break into retail without a massive budget or elaborate booth build.From exhibiting at Global Pet Expo with a simple 10x10 booth… to capturing the attention of major buyers… to intentionally starting in independent retailers before scaling into larger accounts, this conversation is a masterclass in scrappy, smart retail growth.We discuss: • Pairing viral video with trade show strategy • Using video in your booth when you can’t physically demo your product • Why launching in independent stores first can strengthen your retail pitch • Learning placement and sell-through before scaling • The power of networking and relationship-building on the show floorIf you’re preparing for Expo West, Global Pet Expo, or any trade show this year, this mini dive will help you think beyond aesthetics and focus on strategy that converts.Follow Shelf Talks for daily Trade Show Mini Dives and real conversations with founders building brands that win on the shelf.If this resonated, the full episode (12/15/2025) goes even deeper into Olivia’s retail strategy — from viral growth to scaling through independents and distributors. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailWith Natural Products Expo West right around the corner, today’s Shelf Talks mini dive is one every CPG founder needs to hear.In this clip from my conversation with Molly Blakeley, founder of Molly Bz Cookies, we dive into what really happens behind the scenes at major trade shows.Think: • Last-minute product pivots • Packaging mishaps • Running across massive expo halls on zero sleep • Imposter syndrome when you’re surrounded by legacy brands • And the unexpected moment that changes everythingMolly shares how she almost didn’t submit her product for an innovation award and what happened next is the kind of story that reminds you why showing up matters.If you’re preparing for Expo West or activating at trade shows this year, this short mini episode is packed with perspective, encouragement, and a powerful reminder: you belong in the room.And be sure to listen to Molly’s full Shelf Talks episode (released June 9, 2025) to get even more insight on growing a brand, navigating retail, and what it really takes to land on shelves across the country.Follow Shelf Talks so you don’t miss the rest of this week’s daily mini dives quick lessons, real founder stories, and trade show insights to help you build with confidence. 🎙️✨ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailThis is a mini clip from my full conversation with Jia Liao, founder of Hot Pot Queen pulled especially since we are nearing Expo West week.In this short drop, Jia shares the story of launching her brand the exact same day she showed at Natural Products Expo West. One day old. No retail accounts. And a booth build-out she now admits she didn’t need to spend that much on.From hiring a company to custom-build her space to flying to California to film a promo video, she went all in without fully understanding she could’ve done it for a fraction of the cost.But here’s the powerful part: That very first show led to regional distributors, 200+ stores in the Pacific Northwest, and eventually landing in Cost Plus World Market after nearly a year of consistent follow-up.In this mini clip, you’ll hear: • The expensive mistake she made at her first Expo • What she learned about booth strategy • How real-time buyer feedback changed her confidence • Why showing up even when you feel new mattersIf you’re building a product-based brand and thinking about trade shows, this one is for you.Be sure to listen to the full episode with Jia for the complete story and even more retail insight released 3.9.2025 Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIn this Retail Readiness Round of Shelf Talks, I put Toni Covington in the hot seat for three rapid-fire questions every product-based founder needs to hear.If you’re preparing to pitch your first retail buyer, this segment is key for some major gems.Toni shares why understanding your consumer is non-negotiable and how something as simple as visualizing your product on a specific retailer’s shelf (and putting that image directly into your pitch deck) can elevate your buyer presentation instantly.We also talk about the trade shows and communities that actually moved the needle for Oktane, including the AATAC trade convention, which helped them break into C-stores and expand distribution through powerful community connections.And when asked to finish the sentence, “Getting on shelf changed my business because…” her answer says everything about what retail placement really does for a founder’s confidence.If you’re an emerging CPG brand looking to get retail ready, refine your pitch, and build momentum, this round is packed with practical insight you can apply immediately.Press play and take notes. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailWhat does it really take to break into C-stores and hospitals in one of the most competitive categories in CPG?In this episode of Shelf Talks, I sit down with Toni Covington, Co-Founder & CEO of Oktane Energy, to unpack how she scaled a clean energy drink brand into 120+ C-store locations — without outside investors.Toni shares how Oktane:Landed its first distribution deal by walking into a warehouse unannouncedSold out at Olympia and used that momentum to growPivoted and reformulated after listening to consumer demandSecured hospital placements by leaning into cleaner ingredientsTurned down Shark Tank (twice) because they weren’t readyWe also dive into inventory planning, grassroots marketing in the powerlifting community, saying no to expensive sponsorships, and building a brand while still working a full-time corporate career.If you’re an emerging CPG founder trying to: • Get into retail • Approach distributors with confidence • Decide when to pivot your formula • Scale without investors • Or protect your runway while growingThis episode is your retail playbook.Press play and take notes  because sometimes the biggest growth move is simply asking for the opportunity. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIn the Retail Readiness Round, Julie breaks down:What founders must stop doing when trying to scale in retailWhy growing too fast can actually kill your brand on shelfThe importance of repeat purchase, local velocity, and dataWhat every founder should do before walking into a buyer meetingThe mindset required to build a brand that lasts decades — not seasonsIf you’re a product-based founder trying to get into retail stores, stay on shelf, and build a brand with real staying power, this episode delivers honest advice you won’t hear in a pitch deck.🎧 Listen now and take notes this is retail strategy from someone who’s lived it.Listen to the full episode released on 2.9.26 Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailOn this episode I’m sitting down with Julie Smolyansky, CEO of Lifeway Foods, a true retail powerhouse who took over a public company at just 27 years old and helped turn kefir into a nationally recognized category.In this episode, Julie shares: ✨ How Lifeway grew from an immigrant family business to nationwide retail shelves ✨ The scrappy, unconventional strategies they used to get into stores without paying slotting fees ✨ What it’s like leading through doubt, bias, and pressure as a female CEO ✨ Why community, culture, and timing matter just as much as innovation in retailIf you’re a product-based founder dreaming of seeing your brand on shelf or keeping it there, this conversation is a must-listen.Lifeway Foods Website: https://lifewaykefir.com/Lifeway Foods Instagram: https://www.instagram.com/lifewaykefir/ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailGetting into retail isn’t just about having a great product it’s about being retail ready before you ever sit across from a buyer.In this Retail Readiness Round bonus episode of the Shelf Talks podcast, Roberta sits down with Kim Brown, founder of CocoExo, to break down the non-negotiables every product-based founder must have in place to win shelf space and stay there.Kim shares real, practical insights on:Why inventory clarity and pricing can make or break your first retail buyer conversationThe most underrated skill founders need to win and stay on shelf (hint: it’s not marketing ads)How networking directly impacts retail growth and buyer relationshipsTrade shows, events, and retail communities emerging brands should prioritize to get in front of the right buyersIf you’re a product-based entrepreneur preparing to pitch retailers, wondering what buyers actually expect, or trying to grow from local shelves to larger retail opportunities, this bonus episode is packed with actionable retail strategy you can apply immediately.🎧 Listen to the full Retail Readiness Round episode of Shelf Talks now and get one step closer to being shelf-ready, buyer-confident, and retail-approved.Full episode released 3/2CocoXo Website: https://cocoxos.com/New York Now: https://nynow.com/Shoppe Object: https://shoppeobject.com/ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIn this episode of Shelf Talks, host Roberta sits down with Kim Brown, founder of CocoXo Body Care Love, to break down what it really takes to build a product-based brand that’s ready for retail and stay on shelf.Kim shares her journey from making body butters in her kitchen to landing in independent retailers, TJ Maxx, Macy’s, and retail channels, all without shortcuts. This conversation is packed with real-world insight on pricing for retail, scaling production, navigating trade shows, working with manufacturers, and being honest with buyers so you don’t oversell and burn bridges.If you’re an emerging or established founder trying to understand how buyers think, how to prepare for national retail, and how to build a brand that can grow sustainably, this episode is a must-listen.In this episode, we cover:How Kim got her first retail placement by simply askingPricing your product for where you want to be, not where you are todayUsing trade shows and incubators to get in front of retail buyersWhen to move from handmade to manufacturing (and how to do it right)What it really takes to stay on shelf at retailers like Macy’s and TJ MaxxWhy visibility, honesty, and relationships matter in retail growthWhether you’re pitching buyers, preparing for your first trade show, or trying to scale without losing margin, this episode delivers actionable insight you can apply immediately.CocoXo Website: https://cocoxos.com/CocoXo Instagram: https://www.instagram.com/cocoxos1/ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailWhat does it really take to walk into the Shark Tank — and walk out stronger as a founder?In this episode clip from this week's full episode, Roberta sits down with Olivia Abrams, co-founder of TiCK MiTT, to unpack her unforgettable journey from building a mission-driven product to pitching on Shark Tank’s season finale  and Mark Cuban’s final episode ever.Olivia shares the behind-the-scenes reality of getting on Shark Tank (including the surprising referral that landed her in front of producers), how she prepared for one of the most high-pressure pitches of her life, and what founders don’t see about the waiting, uncertainty, and emotional rollercoaster after filming.You’ll hear:How Olivia prepared for Shark Tank by deeply mastering her category (to the point of “embarrassing a buyer”)The exact questions the Sharks always ask  and how to be ready for themHow she divided pitch roles with her co-founder (and why that matters)What the real “Shark Tank effect” looks like on sales and inventoryWhy transparency with customers during post-air inventory challenges builds long-term trustThe mindset shift required when your brand suddenly gets national exposureThis conversation is a must-listen for product-based founders, CPG entrepreneurs, and anyone dreaming of retail expansion or a Shark Tank moment of their own. Olivia’s story is a reminder that there is no playbook — only preparation, belief, and the courage to jump. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIn this Retail Readiness Round, Roberta sits down with Tina Chamoun, Founder of Terranean Herbs, to break down what it really takes to prepare for retail success.Tina shares practical, buyer-focused advice for founders getting ready to pitch their first retail buyer—why having accurate data, a clear story, and a category-first mindset matters more than hype. She explains how founders should position themselves as true partners to buyers by focusing on how their product will grow the category and bring in new customers.She also opens up about the trade shows and events that actually moved the needle for Terranean, including why more targeted, category-specific shows helped her connect with major buyers like Walmart and Costco—and how slower-paced, buyer-heavy shows can create better opportunities for meaningful conversations.To close, Tina reflects on how getting on shelf transformed her business, from expanded customer access to the credibility that comes with seeing your product succeed in retail.If you’re an emerging founder preparing for retail, deciding which trade shows are worth it, or looking to understand what buyers truly value, this Retail Readiness Round is packed with insights you can apply immediately.🎧 Tune in for real-world retail advice from a founder who’s done it—and done it right. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIn this episode of Shelf Talks, Roberta sits down with Tina Chamoun, founder of Terranean Herbs, to unpack her journey from practicing law to building an authentic Lebanese food brand now stocked in grocery stores across the country.Tina shares how she turned a culturally rooted product into a retail-ready brand scaling with intention, navigating early retail without a pitch deck, and learning what truly drives velocity once you’re on shelf. From pricing strategically and leveraging demos, to following up with buyers and preparing for opportunities like Walmart Open Call, this episode is full of real-world retail insights for product-based founders.You’ll also hear how Tina built a mission-led, all-women production team, implemented zero-waste practices, and used data, storytelling, and persistence to grow Terranean without outside investors.If you’re an emerging brand looking to get into retail or scale once you’re already there—this episode is packed with practical lessons you can apply right away.In this episode, we cover:Transitioning from law to launching a CPG brandTurning cultural food into a scalable retail productGetting into local stores and expanding to grocery chainsWhat retail buyers actually care about (pricing, velocity, data)Using demos, promotions, and follow-up to drive salesBuilding a mission-led brand without investor pressureListen in to learn what it really takes to build and sustain success on the shelf.Website: https://terraneanherbs.com/ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIn this Retail Readiness Round, Psyche Terry—co-founder of Urban Hydration—drops unfiltered, real-world advice every product-based founder needs before pitching a retail buyer and after landing on shelf.Psyche shares:The non-negotiables founders must know before their very first buyer conversation (hint: margins matter more than you think)The most underrated skill required to win and stay on shelf—especially when things don’t go as plannedThe key metric founders must track closely once in stores to avoid “buying customers” and hurting long-term profitabilityThis conversation goes beyond buzzwords and dives into the mindset, preparation, and financial discipline required to build a brand that lasts in retail—not just one that gets a yes.🎧 Listen to the full episode to hear Psyche’s honest perspective on retail readiness, resilience, and protecting your profit while you scale.Full episode released 1/12/26 Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailWhat does it really take to build a shelf-ready brand that lasts in retail?In this episode of Shelf Talks, I’m joined by Psyche Terry, founder and CEO of Urban Hydration, one of the fastest-growing Black-owned, plant-based beauty brands in mass retail. From TJ Maxx to Target, Walmart, CVS, Walgreens, and Ulta, Psyche shares the real journey behind scaling a purpose-driven brand into national retail—without hype, shortcuts, or overnight success.We dive deep into what founders don’t see until their product is actually on shelf: ✔️ Why packaging that looks beautiful in your office can fail under retail lighting ✔️ How buyer relationships, not virality, drive long-term retail success ✔️ The mistakes Psyche made early in retail (and what she’d do differently today) ✔️ How to think about innovation so you don’t overwhelm buyers or your own team ✔️ What it really takes to support inventory, replenishment, and growth at scalePsyche also shares how faith, wellness, and impact are woven into Urban Hydration’s business model including how the brand has helped fund clean water wells in Kenya, proving that doing good and doing business can grow togetherIf you’re a founder preparing to pitch retail buyers, struggling with life after you get on shelf, or wondering how to build a brand that buyers believe in long-term, this episode is required listening.Urban Hydration Instagram: https://www.instagram.com/urbanhydration/Urban Hydration Website: https://www.urbanhydration.com/ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIn this Retail Readiness Round, Roberta sits down with Billie Asmus, creator and Founder of Repaint Studios, to break down what founders actually need to know before bringing an innovative product to retail shelves.Billie shares real-world insights on why market research must come before manufacturing, how skipping this step can lead to costly inventory mistakes, and what founders should validate before investing time and money into a new product. If you’ve ever thought “this is such a great idea, it has to sell,” this conversation is your reality check.She also dives into a truth many founders don’t realize until it’s too late: getting on the shelf is just the beginning. Billie explains why continued buyer communication, customer education, and post-launch support are critical to earning reorders and sustaining retail success.Finally, Billie breaks down which trade shows and entrepreneurial communities have been most valuable in her journey from industry-specific shows like the National Hardware Show to founder-focused networks like Entrepreneurs’ Organization and why not every trade show is worth the investment.If you’re a product-based founder preparing for retail, already on shelf, or deciding where to invest your time and dollars, this episode delivers practical, experience-backed guidance you can apply immediately.Listen to the full episode released Jan 5th, 2026. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailHow do you turn a simple DIY frustration into a retail-ready product that lands on major store shelves?In this episode of Shelf Talks, host Roberta Townes sits down with Billie Asmus, creator and founder of The Repaint Tray, to break down how a personal problem while flipping furniture turned into a disruptive product now sold in Lowe’s, Home Depot, and Ace Hardware.Billie shares the real behind-the-scenes journey of building a physical product from scratch from a $50 DIY prototype to pitching retail buyers without sales data, navigating inventory challenges, educating consumers in a traditional category, and advocating for proper in-store execution.This episode is a must-listen for product-based founders, emerging brands, and entrepreneurs looking to get their products retail ready and onto store shelves.You’ll learn:How to identify retail-worthy problems hiding in everyday frustrationsWhat retail buyers look for when a product creates a new shelf spaceHow social proof can replace sales data in early buyer pitchesThe realities of launching in big box retail (and what happens when execution goes wrong)How to educate consumers and store associates on an innovative productWhat it really takes to scale inventory, funding, and operations as a solo founderWhether you’re preparing to pitch retailers, navigating your first retail launch, or building confidence as a founder, this conversation offers practical retail strategy, honest lessons, and inspiration from someone who’s done it fast and done it right.The Repaint Tray Website: LinkThe Repaint Tray Instagram: Link Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIn this FOUNDER'S FLASHBACK from episode Ep 33 host Roberta interviews Candace Wu, co-founder of Wonder Monday, a brand that is redefining cheesecake with healthier options. Candace shares her journey from technology consulting to entrepreneurship, the challenges of product development, and the strategies for entering the competitive retail market. She discusses the importance of understanding consumer needs, building relationships with retailers, and the marketing strategies that have contributed to their success. The conversation also touches on future plans for expansion and the significance of innovation in the food industry.Chapters00:00 Introduction to Wonder Monday02:16 The Journey to Entrepreneurship05:04 Innovating Cheesecake: The Product Development Process08:20 Entering the Retail Space12:45 Marketing Strategies and Consumer Feedback16:50 Building Relationships with Retailers21:06 Future Plans and Expansion24:47 Retail Readiness Round: Key InsightsWonder Monday Website: linkWonder Monday Instagram: @wondermonday Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan MailIn this Shelf Bites clip from the full episode released 6/21/25, Roberta sits down with Scout Brisson, CEO of De Soi, to break down how to successfully pitch and scale a product in retail when you’re building an entirely new category.Scout shares real, behind-the-scenes insights on how De Soi convinced retail buyers to take a chance on a non-alcoholic beverage brand without early sales data, including how to identify early retail advocates, position your product as a trial opportunity, and build buyer confidence over time.This episode is especially valuable for founders launching food, beverage, wellness, or CPG brands who are struggling to get meetings with buyers, hearing “we don’t have the shelf space,” or navigating long retail decision cycles. Scout also discusses the importance of buyer feedback, evolving packaging and pricing once on shelf, and why photographing your product on shelf can completely change how you think about retail readiness.You’ll also learn how De Soi leveraged distributor relationships, creative merchandising solutions, and strategic storytelling to turn hesitant retailers into long-term partners plus what Scout would do differently if she were launching a brand today.If you’re a founder asking:How do I pitch retail buyers without sales history?How do I get shelf space in a new or emerging category?What do retail buyers look for in early-stage brands?How do I adjust pricing and packaging once my product is on shelf?This Shelf Bites episode delivers practical, real-world answers from a founder who’s done it at scale.🎧 Listen to the full episode released on June 21, 2025 Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book