In 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 lasts

Whether 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 show

Event Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0Zba

How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: https://www.linkedin.com/company/shelf-talks-podcast

Love 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/support

Contact 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.com

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book