Shelf Talks

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 wr 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

Send us Fan MailLaunching in a major grocery retailer can look glamorous on social media but the reality is far more strategic.In this bonus episode of Shelf Talks, Jessica Taylor, founder of Ezra Coffee, shares the unfiltered story of how her brand landed in H-E-B, one of the most competitive regional grocery retailers in the country and what it actually took to make that launch successful.From entering (and not winning) a retailer contest to still getting in front of the right buyer, Jessica breaks down how preparation, pitching experience, and self-awareness opened the door. She dives into the less-talked-about realities founders must face after a retailer says “yes”: negotiating store count, managing cash flow, funding inventory upfront, and understanding that being on shelf is only the beginning.Jessica also shares why starting smaller, knowing when to push back, staying visible in-store, and constantly reviewing performance across locations were critical to Ezra Coffee’s growth. This conversation is packed with honest lessons about demos, marketing missteps, pricing realities, and why retail success requires ongoing effort long after launch day.If you’re a product-based founder dreaming about grocery retail—or already on shelf and feeling the pressure this episode is your reminder that sustainable retail growth is built with intention, not hype.In this bonus episode, you’ll learn:How Ezra Coffee got in front of an H-E-B buyer without winning the contestWhat founders should consider before saying yes to a large store rolloutWhy cash flow, demos, and visibility matter more than shelf placementHow to think strategically about expansion into additional retailersListen to the full episode released on 9/14/25 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 Mail 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 product-based business, go viral, land in retail stores, and survive Shark Tank-level growth?In this episode of Shelf Talks, host Roberta sits down with Olivia Abrams, co-founder of TiCK MiTT, the innovative, chemical-free tick prevention product protecting families, pets, and outdoor lovers from tick-borne diseases.Olivia shares her full founder journey — from working in finance in NYC to launching a CPG brand, scaling manufacturing, navigating tariffs, going viral on social media, landing in retail, and appearing on Shark Tank (including the behind-the-scenes reality founders never see on TV).If you’re a female founder, emerging CPG brand, or entrepreneur trying to get your product into retail stores, this episode is packed with real-world insights you can actually use.🎧 In this episode, you’ll learn:The smartest way to launch a CPG brand post-pandemicHow viral social media content can drive massive salesWhy in-person events and trade shows matter for retail growthHow to pitch retailers when buyers don’t know where your product belongsRetail placement strategies that increase impulse purchasesHow to scale manufacturing and inventory without overextendingWhat it’s really like preparing for and filming Shark TankHow to manage tariffs, inventory delays, and customer communicationWhen to hire, what roles to outsource, and how to scale sustainably 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 Ready Round bonus episode, SprinkleBites Co-Founder Rachel Kane rapid-fires her most valuable advice for getting your product on store shelves  without losing sleep, money, or yourself in the process.💡 What You’ll Learn in This Mini Episode: • The #1 pricing mistake founders make and how to avoid it • Why unit economics can make or break your retail strategy • How to confidently approach retail buyers (even when you feel intimidated) • The power of authentic relationship-building in CPG • The best trade shows + exposure tactics to get your product discovered • A creative “secret weapon” for connecting with your target customers through social media🎙️ Guest: Rachel Kane, Co-Founder of SprinkleBites, the first-ever protein sprinkle brand, landing placement in major retailers.✨ If you’re a product founder dreaming of big retail deals, this episode is your blueprint. 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 interviews Rachel Kane, co-founder of Sprinkle Bites, a company that creates fun, nutritious sprinkles for kids. Rachel shares her journey from a corporate career to entrepreneurship, the challenges of launching a new product, and the importance of community and networking in the retail space. She discusses the unique aspects of her product, the strategies for scaling the business, and the lessons learned along the way. Rachel emphasizes the significance of authenticity, understanding market needs, and the value of trade shows for exposure and connections.Chapters00:00 Introduction to Rachel Cain and Sprinkle Bites01:59 Rachel's Journey to Entrepreneurship05:06 The Birth of Sprinkle Bites10:27 Creating a Unique Product11:49 Research and Development Process16:28 Networking and Gaining Initial Support20:46 Funding and Financial Planning27:01 Initial Sales Strategy and Market Testing29:51 Plans for Retail Expansion31:28 Navigating Challenges in Business Growth33:15 The Shift from DTC to Retail36:49 Understanding Retail Metrics and Relationships40:36 Strategizing for Retail Success42:52 Building Inventory and Managing Production54:27 Balancing Work, Family, and Entrepreneurship56:56 Launching Co-Founder On Call 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 MailYou’ve heard the classic marketing five P’s… but in this episode, Roberta reframes them specifically for getting on retail shelves and staying there. If you're a product-based founder who wants to scale into national retailers like Target, Whole Foods, Sephora, Walmart, or specialty boutiques, this episode is essential listening.We deep dives into:PRODUCT: What makes a product truly retail-ready packaging, claims, attributes, durability, shelf presence, compliance, and how your product actually stands on a shelf (literally). PRICE: Understanding retail price alignment, margin expectations, wholesale pricing, and how to avoid pricing yourself off the shelf. PLACE: How to choose the right retailers for your brand, competitive shelf analysis, and finding nontraditional placements your customers already love. PROMOTION: Why brands fail without a marketing and traffic-driving plan and how to activate influencers, retail partnerships, PR, email, exclusives, and in-store strategy from day one. PEOPLE: The founder story, customer insights, buyer expectations, and the crucial role of store associates in driving in-store sales.Whether you’re prepping for your first pitch, planning a retail launch, or trying to boost velocity in existing stores, this episode gives you the exact strategies top founders use to win 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 MailNumbers don’t have to be scary — especially when you’re tracking the ones that actually matter for retail success. In this solo episode, Roberta breaks down 5 essential retail metrics every founder should be tracking, even if spreadsheets aren’t your thing.You’ll learn how buyers evaluate your performance, which numbers influence reorders, and how to use these metrics to grow confidently on the shelf. If you want to scale in retail without feeling overwhelmed by data, this is the episode you need.🎧 Listen now to sharpen your retail strategy and become a more confident, numbers-thinking founder. 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, Maree Glading drops powerful insights every founder needs before stepping into retail.1. Don’t underestimate your category story. Maree shares that many founders believe a great product is enough—but retailers want to know why your brand deserves shelf space. “It’s not just about having a beautiful brand or a product that tastes great,” she says. “You have to understand how your product helps the retailer and the category.”2. Tenacity wins every time. When it came to growing evre., Maree’s secret weapon was persistence. “No shame—just keep going,” she says. From constant follow-ups to in-store photos, her relentless approach opened doors like Sprouts. “Don’t be afraid of the ‘no.’ Keep pushing until you get the yes.”3. Stay adaptable. Her biggest advice to founders? Evolve. “If you’re getting no’s for the same reason, make a change,” Maree explains. “A brand is always evolving—don’t be so wedded to your first idea that you miss your next opportunity.”✨ Takeaway: Retail success starts with a clear category story, unshakable persistence, and the willingness to adapt along the way.🎧 Listen to Maree’s full episode of Shelf Talks to hear how she built evre. into a mission-led brand that’s redefining beauty from the inside out.Listen to the full episode that dropped 11/10/25 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 Maree Glading, founder of evre., a natural skincare brand created specifically for teens and tweens—all the way from New Zealand. Maree shares how she transitioned from building a global food company to creating a purpose-driven beauty brand that empowers young people to feel confident in their own skin.From recognizing a white space in the market while shopping with her daughter to landing evre. on the shelves of Sprouts, Kroger, and Nordstrom, Maree opens up about what it takes to scale internationally, build retail relationships from scratch, and navigate the ever-changing beauty landscape.You’ll hear how she: ✨ Turned a personal problem into a global opportunity ✨ Used cold outreach to land her first major retailer ✨ Approaches retail expansion with a “domino strategy” ✨ Balances product innovation with brand mission around youth wellnessWhether you’re an emerging founder or dreaming of seeing your products in retail, this episode is a masterclass in resilience, retail strategy, and believing in your story.🎧 Listen to Shelf Talks wherever you stream your podcasts and get inspired to build your own shelf-ready success story.Links:Evre Website: https://www.evreselfcare.com/?srsltid=AfmBOooOIzI7SBve4UvkX0wzll7tF5wUrtRpoFN61OBbwiyK7Bj6d7zPEvre Instagram: https://www.instagram.com/evreselfcare/?hl=enMaree's Linkedin: https://www.linkedin.com/in/mareeglading/?originalSubdomain=nz 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 flashback episode of Shelf Talks, host Roberta interviews Aliett Buttelman, co-founder of Fazit Beauty, discussing her journey from helping other brands launch and grow to diving into entrepreneurship herself and advancing into the beauty industry. She explores the innovative product development of makeup patches, the importance of viral marketing and influencer engagement, and the strategic retail partnerships that have propelled the brand's growth. The conversation culminates in the impactful moment when Taylor Swift wore their glitter freckles, showcasing the power of celebrity endorsements in the beauty market. Aliett highlights the sacrifices and hard work that led to the brands recognition. She shares insights on leveraging viral moments, the importance of humanizing the brand, and the different retail strategies employed with Urban Outfitters and CVS. Aliett also outlines future growth plans, including retail expansion and product innovation, while providing valuable advice for aspiring founders on navigating the retail landscape.Fazit Beauty Instagram: https://www.instagram.com/fazitbeauty/?hl=enFazit Beauty Website: https://fazitbeauty.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 Shelf Talks Retail Readiness Round, Shizu Okusa, founder and CEO of Apothekary, shares quick but powerful insights every founder should know before stepping into retail.From managing working capital and understanding payment terms, to deeply researching buyers and their priorities, Shizu breaks down what it really takes to make a lasting impression and succeed once your products hit the shelf.Plus, she leaves us with the best piece of founder advice she lives by:“Don’t borrow trouble. The true balance is living in the present — because presence is the ultimate present.”A must-listen for any entrepreneur preparing to pitch, scale, and grow in retail.Listen to the full episode that dropped 10/27/25 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 Shizu Okusa, founder and CEO of Apothekary, the plant-based pharmacy redefining modern wellness on retail shelves.Shizu shares how she went from working on Wall Street to building a multimillion-dollar wellness brand that blends ancient Eastern medicine with modern health practices. She opens up about her early days running a cold-pressed juice business, her bold pivots, and how Apothekary grew from DTC success to landing on shelves at Sprouts, Ulta Beauty, and Whole Foods.You’ll learn: 🌿 Why quitting early can sometimes be the smartest move 🧠 How to prepare your brand for retail growth 💡 The power of authentic storytelling and community in driving awareness 💰 What founders should know about fundraising and scaling sustainablyThis is an inspiring conversation about vision, resilience, and building a brand rooted in purpose.🎧 Tune in to hear how Shizu is making wellness more accessible — and what every founder can take from her journey.Links:Apothekary Website: https://www.apothekary.com/Apothekary Instagram: https://www.instagram.com/apothekary/Shizu's Linkedin: https://www.linkedin.com/in/shizu-okusa-87a25415/ 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 bonus clip from Shelf Talks, Lisa Curtis — Founder & CEO of Kuli Kuli Foods — joins me for the Retail Readiness Round, where I ask her three quick questions every founder should be thinking about before hitting store shelves.From understanding margins and testing products before launch, to authentically bringing culturally rooted ingredients to the mainstream — Lisa shares honest insights and lessons learned from her journey growing Kuli Kuli into a national brand.🎧 A must-listen for founders ready to step confidently into 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 would you do if you discovered a powerful ingredient no one had ever heard of and decided to bring it to U.S. shelves?In this episode of Shelf Talks, host Roberta Townes sits down with Lisa Curtis, founder and CEO of Kuli Kuli Foods, the pioneering superfood brand that introduced Moringa to the American market and is now sold in over 11,000 retail stores.Lisa shares how a life-changing experience in the Peace Corps sparked her idea for Kuli Kuli, how she went from farmers markets to Whole Foods, and what it really took to convince buyers to take a chance on an unknown superfood.You’ll learn: 🌿 How to turn a mission-driven idea into a scalable retail brand 📊 The grassroots marketing tactics that landed Kuli Kuli on shelves 🔥 How Lisa navigated supply chain challenges — including losing her entire crop before a national launch 💡 Why purpose and persistence matter more than trendsIf you’re a founder with a bold idea, this conversation will inspire you to think bigger, move faster, and believe that your story belongs on the shelf too.How to find Kuli Kuli:Website: https://www.kulikulifoods.com/Instagram: https://www.instagram.com/kulikulifoods 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 MailShelf Talks is officially one year old! 🎉 In this special anniversary episode, host Roberta Townes reflects on the journey that started as a passion project to give female founders a voice—and has grown into a go-to destination for anyone dreaming of getting their product on retail shelves.After interviewing 41 incredible founders and industry experts, Roberta shares her biggest takeaways from the past year: 💡 Why the best founders are obsessed with solving real problems. 🛒 Why getting on shelf is just the beginning—and how to stay there. 🤝 Why community is the ultimate secret weapon for founders.Whether you’re just starting your brand, preparing to pitch to a buyer, or already on the shelf trying to boost sales, this episode is your reminder that your story matters—and your shelf space is waiting.Tune in, celebrate with us, and get ready for an even bigger year two of Shelf Talks. 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