Podcast
Shelf Talks
Hosted by Roberta Townes · EN
Shelf Talks is the go-to podcast for female founders, product-based entrepreneurs, and emerging brands who want to learn how to get their products into retail stores and thrive once they’re there.
Hosted by Roberta Townes, a seasoned retail buyer, each weekly episode features unfiltered conversations with founders who’ve landed on shelves at top retailers. You’ll learn exactly how they pitched to buyers, built retail partnerships, scaled wholesale distribution, and grew brand awareness all while navigating the real challenges of building a product-based business.
If you’re ready to turn your product into a retail success story, discover what retail buyers look for, and gain insider tips on wholesale strategy, retail readiness, and in-store growth, this is your podcast.
New episodes drop every week, subscribe to Shelf Talks and learn how to get your brand retail-ready and thriving on the shelf.
Also if you are looking for more knowledge, host Roberta Townes book 'Shelf Talk: A Step by Step guide to getting your Product in Retail Stores' is available on Amazon.
20episodes
Episodes
Newest firstAll episodes
Retail Readiness Round: Hannah Perez's 3 Best Retail Tips Every Founder Needs
2d ago00:03:26Tap to summarizeSend us Fan MailThinking about getting your product on retail shelves? Start here.In this Retail Readiness Round of Shelf Talks, Hannah Perez, co-founder of SEEQ shares three actionable insights every founder should hear before pursuing retail growth.In this episode, you'll discover:• Why attending Expo West can fast track your learning as a CPG founder• How connecting with founders already selling in retail can open doors and help you avoid costly mistakes• Why building authentic creator relationships delivers more long term value than chasing vanity metricsWhether you're preparing for your first buyer meeting or scaling your brand into more retailers, Hannah's advice will help you build a stronger foundation for retail success.Listen to Hannah's full Shelf Talks interview for the complete conversation and even more strategies for growing a successful consumer brand.Follow Shelf Talks for weekly conversations with founders, retail buyers, and industry experts sharing practical advice to help you succeed in retail. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: Hello@shelftalks.com 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! Hello@shelftalks.comPurchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book
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Building SEEQ: Hannah Perez on Product Innovation, TikTok Growth, and Landing Target
4d ago00:50:08Tap to summarizeSend us Fan MailWhat does it really take to build a category defining consumer brand?In this episode of Shelf Talks, I sit down with Hannah Perez, Co Founder of SEEQ, to talk about the journey from a simple product idea to becoming one of the fastest growing brands in the clear protein category.Hannah shares how saying yes to opportunities, validating the product with real consumers, and building an authentic social media presence helped SEEQ sell out its first inventory in just 45 days. We also discuss the realities of manufacturing, managing inventory, preparing for retail, and what it takes to successfully launch into major retailers like Target, Walmart, Sam's Club, and The Vitamin Shoppe.If you're building a consumer product brand, this conversation is packed with practical lessons on entrepreneurship, retail growth, and brand building.In this episode we discuss:• Why founders should say yes before they feel ready• How to validate a product before making a major investment• The TikTok strategy that helped SEEQ build early momentum• What founders should know before launching into retail• The biggest differences between selling direct to consumer and selling in stores• Retail metrics every founder should understand• How founders must evolve as their companies growWhether you're preparing to pitch retailers or looking to grow your brand beyond ecommerce, Hannah shares honest insights and actionable advice that every founder can learn from.Connect with Hannah Perez:Instagram: @hanxperezFollow SEEQ:Instagram: @seeqsupplyIf you enjoyed this episode, follow Shelf Talks and leave a review to help more founders discover the show. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: Hello@shelftalks.com 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! Hello@shelftalks.comPurchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book
Transcribe →Rapid Retail Questions with Lindsay Holden, Co-Founder of Odele Beauty
1w ago00:01:07Tap to summarizeSend us Fan MailWhat does it really take to succeed in retail after you've landed on the shelf?In this Retail Readiness Round, Lindsay Holden, co-founder of Odele Beauty, shares three powerful lessons every founder needs to hear before pursuing retail growth.Lindsay challenges the common belief that getting into retail means you've "made it," explaining why the real work begins once your products hit store shelves. She also reveals the key metrics Odele watches closely to measure success and sustainable growth, including shelf productivity and year-over-year performance.Plus, Lindsay shares her advice for founders preparing for buyer conversations, emphasizing the importance of defining success on your own terms and confidently advocating for what matters most to your brand.In this episode, you'll learn:• The retail myth that can hold founders back• Why getting into retail is only the beginning• The metrics that matter most once you're on shelf• How to define success before entering buyer meetings• The mindset founders need to build lasting retail partnershipsWhether you're pitching retailers for the first time or looking to grow your presence in stores, this quick Retail Readiness Round delivers actionable insights you can apply immediately.Listen now and take the next step toward retail success.Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: Hello@shelftalks.com 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! Hello@shelftalks.comPurchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book
Transcribe →How Odele Beauty Went From Startup to Target, Ulta & Walmart | Lindsay Holden on Building a Clean Beauty Brand
2w ago00:36:03Tap to summarizeSend us Fan MailHow do you build a beauty brand that earns shelf space at Target, Ulta, Walmart, and CVS and keeps growing once it's there?In this episode of Shelf Talks, I sit down with Lindsay Holden, Co-Founder of Odele Beauty, to discuss her incredible journey from being a Target merchant to building one of the most recognized clean hair care brands in mass retail.Lindsay shares the strategic decisions that helped Odele disrupt the beauty aisle, including how they identified a gap in the market, launched with an intentional assortment, and scaled responsibly while staying true to their mission of making salon-grade, clean beauty accessible to more consumers.Whether you're a female founder, CPG entrepreneur, beauty founder, or product-based business owner looking to get into retail stores or grow your brand in retail, this episode is filled with actionable insights you can apply to your own journey.In this episode, we discuss:• How to identify white space opportunities in crowded categories• What retail buyers look for when evaluating new brands• Why your brand must be incremental to the category• The importance of competitive shopping and understanding your consumer• How Odele launched in approximately 1,000 Target stores first• Why sampling, reviews, and community building drive retail growth• How to expand into retailers like Ulta, Walmart, and CVS strategically• How to scale a brand intentionally instead of chasing every opportunityOne of my favorite takeaways from Lindsay:"There's value in waiting and learning and building responsibly."Retail success isn't about moving the fastest. It's about solving a real consumer problem, understanding your category, and building a brand that consumers and retailers trust.🎧 Tune in to hear Lindsay's inspiring founder story and learn practical strategies for getting your product on retail shelves, driving sales once you're there, and building a brand designed for long-term growth.📖 Prefer reading? Visit the Shelf Talks blog for a full recap and actionable lessons from this episode on www.shelftalks.comOdele Beauty Instagram: https://www.instagram.com/odelebeauty/Odele Beauty Website: https://odelebeauty.com/ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: Hello@shelftalks.com 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! Hello@shelftalks.comPurchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book
Transcribe →Rapid Retail Questions with Rachel Krupa, Founder of The Goods Mart
2w ago00:06:17Tap to summarizeSend us Fan MailWhat separates brands that stay local from those that scale nationally? According to Rachel Krupa, founder of The Goods Mart, it starts with passion, purpose, and the willingness to build something bigger than just a product.In this Retail Readiness Round, Rachel shares the early signs of brands destined for retail success, why packaging is often the first thing that drives product discovery, and why emerging brands shouldn't be afraid to be bold and stand out on the shelf. She also dives into one of the biggest red flags retailers notice immediately: communication.In this quick but powerful conversation, you'll learn:✨ The mindset that sets scalable founders apart✨ Why packaging can make or break first impressions in retail✨ How bold branding creates curiosity and drives trial✨ Why founder stories matter just as much as great taste✨ The communication mistakes that can hurt retailer relationshipsIf you're a product-based founder preparing for retail growth, this episode is packed with actionable insights on brand building, packaging strategy, and developing strong retail partnerships.🎧 Listen now and discover what catches a retailer's attention—and what could make them pass on your product before it ever reaches the shelf. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: Hello@shelftalks.com 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! Hello@shelftalks.comPurchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book
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Why Going Local First Can Be Your Biggest Retail Advantage with Rachel Krupa, Founder of The Goods Mart
3w ago00:34:27Tap to summarizeSend us Fan MailWhat if the best retail strategy isn’t going national—but going local first?In this episode of Shelf Talks, I sit down with Rachel Krupa, Founder and CEO of The Goods Mart, the better-for-you convenience store concept redefining what discovery, community, and retail can look like. From launching her first store without a business plan to becoming a platform that helps emerging brands gain exposure in hotels, corporate offices, and curated retail spaces, Rachel shares why local retail can be one of the most powerful growth strategies for founders.We discuss:✨ Why going deep in one market beats going wide too soon✨ How The Goods Mart discovers and selects founder-led brands✨ The importance of community and experiential retail in driving loyalty✨ Emerging consumer trends in snacking and better-for-you products✨ What founders need to know about inventory, sampling, and getting on shelf✨ Why some products fail simply because they’re ahead of their time✨ How local retail creates early brand advocates and word-of-mouth momentumPlus, Rachel shares incredible stories of brands like Olipop, Sanzo, and Tia Lupita and how a single retail opportunity can lead to game-changing connections and growth.If you're a product-based founder looking to land in retail stores, build community, and create a brand with staying power, this episode is packed with actionable insights and inspiration.The Goods Mart Instagram: https://www.instagram.com/thegoodsmart/🎧 Tune in now and discover why starting local may be the smartest move you make for your brand. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: Hello@shelftalks.com 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! Hello@shelftalks.comPurchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book
Transcribe →Rapid Retail Questions with Karishma & Tekla, Founders of KEY Energy
3w ago00:03:15Tap to summarizeSend us Fan MailIn this Retail Readiness Round, Karishma Thawani and Tekla Black get tactical about what actually keeps a brand on shelf. They break down which communities and trade shows delivered real value, why founders should prioritize velocity and density over vanity door counts, and how demos, retailer relationships, promotions, and full-margin math determine whether retail becomes profitable growth or an expensive lesson.If you're deciding where to spend your next retail dollar, this is a concise masterclass in allocation, execution, and cash-flow discipline.Key takeaways:Startup CPG, Expo West, BevNet, and Beverage Forum were highlighted as high-value ecosystems for connections and coverage.The biggest myth: getting into retail is not the same as succeeding in retail. Door count without velocity is a costly distraction.Slotting is often negotiable, but treat negotiations carefully and intentionally.To stay on shelf: founders should personally support demos, build relationships with store teams, plan promotions with clear cash-flow assumptions, and do the full margin math before every retail program.Listen if you want practical retail execution advice, not just shelf-placement theory.Listen to the full episode released 6.8.26Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: Hello@shelftalks.com 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! Hello@shelftalks.comPurchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book
Transcribe →How Two Beverage Industry Veterans Karishma & Tekla Are Reinventing Energy Drinks with KEY Energy
4w ago00:38:25Tap to summarizeSend us Fan MailThis week's Shelf Talks Podcast I sat down with Karishma Thawani and Dr. Tekla Black founders of KEY energy.From Karishma's personal health journey that inspired the idea to Tekla's deep expertise in nutrition science and retail strategy, they share how complementary skills, consumer research, and relentless persistence helped them launch into retail and secure placements with retailers like Erewhon, Market District, and beyond.They also reveal the realities of building a beverage brand from the ground up, including:• Conducting consumer research before building the product• Continuing to perfect the formulation• Landing early retail placements before launch• Using grassroots sampling and community partnerships to drive velocity• Raising capital as first-time founders• Building a retail-first growth strategy in one of the most competitive categories in CPGWhether you're building a food or beverage brand, preparing to pitch retail buyers, or looking to understand what it really takes to create a disruptive product in an established category, this episode is packed with actionable insights and founder lessons.Connect with Key Energy:Instagram: @drinkkey.lifeWebsite: drinkkey.comTry your first KEY and get 15% using code KEY15 at checkout on their website.Enjoying Shelf Talks? Subscribe, leave a review, and share this episode with a founder who's building their way onto retail shelves. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: Hello@shelftalks.com 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! Hello@shelftalks.comPurchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book
Transcribe →Rapid Retail Questions with Stacie Skinner, Founder of Superb Bakehouse
Jun 300:02:58Tap to summarizeSend us Fan MailIn this Retail Readiness Round, Stacie Skinner, founder of Superb Bakehouse, shares three powerful insights every founder should hear before pursuing retail growth.From knowing when you're truly ready for retail to preparing for buyer meetings and staying connected to the joy behind your business, Stacie offers practical advice grounded in her journey from farmers markets to national retail shelves.In this short but impactful conversation, you'll learn:• The biggest sign that your product is ready for retail expansion• How to mentally prepare before walking into a buyer meeting• Why demand matters more than excitement when pursuing retail• The mindset shift founders need to make beyond landing a purchase order• How staying connected to your purpose can help you navigate the challenges of entrepreneurshipWhether you're preparing to pitch buyers, evaluating your retail readiness, or working to grow your product-based business, this episode offers a valuable reminder that retail success starts with customer demand—and lasts when you don't lose sight of why you started.Listen to the full Shelf Talks conversation with Stacie Skinner to hear how she built Superb Bakehouse from a homemade solution for her son into a nationally distributed food brand. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: Hello@shelftalks.com 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! Hello@shelftalks.comPurchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book
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From Farmers Markets to Whole Foods: How Stacie Skinner Grew Superb Bakehouse One Store at a Time
Jun 100:40:27Tap to summarizeSend us Fan MailWhat happens when a mom can't find safe, nutritious, and delicious food for her child with severe food allergies?She creates it herself.In this episode of Shelf Talks, I sit down with Stacie Skinner, founder of Superb Bakehouse, to discuss how a homemade solution for her son's food allergies evolved into a nationally distributed frozen waffle brand found on retail shelves across the country.Stacie shares her remarkable journey from baking in her home kitchen and selling at local farmers markets to landing in Whole Foods, Harris Teeter, Market District, Wegmans, Costco rotations, and more. Along the way, she reveals the strategies that helped her grow, stay on shelf, and scale manufacturing while remaining committed to quality.We discuss:• How a personal family challenge became a retail-ready business• Using farmers markets to validate products and identify a hero SKU• The grassroots retail pitch that landed her first store placement• Why product demos remain one of the most powerful tools for driving trial and sales• Building consumer trust through premium ingredients and product quality• The realities of scaling manufacturing and investing in production capacity• Navigating retail pricing, slotting fees, and category competition• How alternative channels like Sunbasket and Harry & David helped drive national awareness• The decision to rebrand from Lopaus Point to Superb Bakehouse• What it takes to stay on shelf once you've landed retail distributionThis conversation is packed with practical insights for emerging food and beverage founders looking to grow beyond local markets and build a lasting retail brand.If you're working toward retail placement, scaling production, or searching for ways to stand out in a crowded category, this episode is full of valuable lessons you won't want to miss.Superb Bakehouse Instagram: https://www.instagram.com/superbbakehouse/Superb Bakehouse Website: https://www.superbbakehouse.com/ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: Hello@shelftalks.com 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! Hello@shelftalks.comPurchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book
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