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.
12episodes
Episodes
Newest firstAll episodes
Rapid Retail Questions with Stacie Skinner, Founder of Superb Bakehouse
1w ago00:02:58Tap 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
1w ago00:40:27Tap 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
Transcribe →From a Backpack to Retail Shelves: Denise Woodard’s Early Retail Strategy Building Partake
2w ago00:20:15Tap to summarizeSend us Fan MailDenise Woodard didn’t launch into national retail overnight. Before building Partake Foods into the powerhouse brand it is today, she was hand-unloading pallets, storing inventory in a storage unit, and walking into stores with cookies in a backpack.In today’s Shelf Talks episode, we’re revisiting a part of my powerful conversation from October 2025 where Denise shares the scrappy, early-stage strategies that helped her get Partake Foods onto shelves. From using competitor store locators to build her first retail target list, to personally demoing products and promising store owners she’d come back until every box sold, Denise breaks down what it really looked like to build retail momentum from the ground up.You’ll hear how she: • Identified her first retail opportunities • Landed early independent accounts • Used demos as her first marketing strategy • Collected customer feedback that reshaped packaging and positioning • Turned grassroots hustle into larger retail opportunitiesIf you’re an emerging founder dreaming of getting into retail stores, this episode is proof that big retail wins often start with small, consistent action.Listen to the full episode released 10/06/2025 Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: 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 →3 Rapid Retail Questions with Sarela Harrada, Co-Founder of SIMPLi
3w ago00:04:31Tap to summarizeSend us Fan MailSarela Herrada, co-founder and CEO of SIMPLi, joins Shelf Talks for a candid conversation packed with actionable retail insights every product-based founder needs to hear before pitching buyers and launching into stores.If you're trying to get your brand into retail shelves in the next 6–12 months, this episode breaks down what actually makes a product retail-ready beyond simply having a great product. Sarela shares why category differentiation matters, how to create packaging that stops consumers in their tracks, and one surprising belief she had about retail that turned out to be completely wrong.You’ll also hear powerful lessons on founder networking, reaching out to industry leaders, and why events like Expo West can completely change the trajectory of your business.In this episode, you'll learn:• How to stand out in a crowded retail category • Why packaging can make or break your retail success • The mistake founders make assuming the best product always wins • How founder relationships can accelerate growth • Why networking opportunities create game-changing retail connectionsWhether you're preparing for buyer meetings, refining your product positioning, or building a shelf-ready brand, this episode delivers practical advice to help you get into retail stores — and win once you're there.Listen now and take one step closer to becoming truly retail ready.Listen to the full episode released May 18th. Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: 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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How Sarela Herrada Built SIMPLi Into a Fast-Growing Retail Brand Through Regenerative Farming
3w ago00:38:31Tap to summarizeSend us Fan MailIn this episode of Shelf Talks, Roberta sits down with Sarela Herrada, co-founder and CEO of SIMPLi, to unpack the journey of building a mission-driven food brand from the ground up and transforming regenerative agriculture into a fast-growing retail success story.Sarela shares how she turned a passion for nutrient-dense foods and sustainable sourcing into a brand now found on retail shelves nationwide. From investing her life savings into building international supply chains to landing accounts with food service partners and eventually scaling into major retailers, this conversation is packed with actionable insights for founders building consumer brands.You’ll hear how SIMPLi pivoted during COVID, why they launched in food service before retail, the scrappy LinkedIn outreach strategy that helped open doors, and what buyers really look for when evaluating emerging brands. Sarela also reveals lessons around retail growth strategy, packaging innovation, category disruption, inventory planning, velocity, and scaling operations without breaking your business.If you're a founder trying to get into retail stores, improve your retail pitch, understand category growth, or build a product consumers truly connect with, this episode is filled with practical takeaways.In this episode we cover: • How SIMPLi built global supply chains from Peru and Greece • Why regenerative organic products are changing the future of food • Landing early partnerships and scaling through food service • The strategy that helped SIMPLi get into retail stores • How to pitch retail buyers and stand out in declining categories • Packaging mistakes, customer feedback, and early retail lessons • Why founders need to understand retail velocity and inventory planning • Building a retail growth strategy that lastsWhether you're launching your first product, preparing for Whole Foods, or scaling your CPG brand, this episode delivers real lessons from the front lines of retail.SIMPLi Instagram: https://www.instagram.com/eatsimpli/SIMPLi Website: https://eatsimpli.com/ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: 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 Carrie Sporer, Co-Founder of SWAIR Hair
4w ago00:04:53Tap to summarizeSend 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: 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 →From Personal Frustration to Retail Shelves: Carrie Sporer’s Story Behind SWAIR Hair
May 1000:43:14Tap to summarizeSend 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: 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 →5 Things I'm Loving Right Now Founders are Doing to Drive Awareness, Traffic & Sales to Retail Stores
May 500:10:26Tap to summarizeSend 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: 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 Jillian Salinas, Founder of Beach City Coffee & Clara Sieg, Co-Founder of Loonen Water
Apr 2900:03:15Tap to summarizeSend 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: 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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Jillian Salinas of Beach City Coffee: How She Landed Whole Foods First and Scaled to Walmart & Kroger
Apr 2700:33:57Tap to summarizeSend 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: 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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