Shelf Talks

Roberta Townes
  • 5.0 (13)
  • ENTREPRENEURSHIP
  • UPDATED WEEKLY

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.

  1. How Sarela Herrada Built SIMPLi Into a Fast-Growing Retail Brand Through Regenerative Farming

    1D AGO

    How Sarela Herrada Built SIMPLi Into a Fast-Growing Retail Brand Through Regenerative Farming

    Send us Fan Mail 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

    37 min

  2. 6D AGO ·  BONUS

    Rapid Retail Questions with Carrie Sporer, Co-Founder of SWAIR Hair

    Send us Fan Mail In 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 growth If 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 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

    4 min

  3. MAY 10

    From Personal Frustration to Retail Shelves: Carrie Sporer’s Story Behind SWAIR Hair

    Send us Fan Mail In 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 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

    42 min

  4. MAY 5

    5 Things I'm Loving Right Now Founders are Doing to Drive Awareness, Traffic & Sales to Retail Stores

    Send us Fan Mail If 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 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

    10 min

  5. APR 29 ·  BONUS

    Rapid Retail Questions with Jillian Salinas, Founder of Beach City Coffee & Clara Sieg, Co-Founder of Loonen Water

    Send us Fan Mail What 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 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

    3 min
  6. Jillian Salinas of Beach City Coffee: How She Landed Whole Foods First and Scaled to Walmart & Kroger

    APR 27

    Jillian Salinas of Beach City Coffee: How She Landed Whole Foods First and Scaled to Walmart & Kroger

    Send us Fan Mail If 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 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

    33 min
  7. How Clara Sieg Built Loonen Water Through Purity, Transparency & Retail Strategy

    APR 20

    How Clara Sieg Built Loonen Water Through Purity, Transparency & Retail Strategy

    Send us Fan Mail What 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 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

    37 min

  8. APR 13

    5 Biggest Mistakes Founders Make After Getting Into Retail (And How to Win on Shelf)

    Send us Fan Mail Getting on Shelf Isn’t the Win, Here’s How to Actually Succeed in Retail Getting 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 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

    28 min
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Trailer

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About

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.

Information

  • Creator
    Roberta Townes
  • Years Active
    2024 - 2026
  • Episodes
    150
  • Rating
    Explicit
  • Copyright
    © 2026 Shelf Talks
  • Show Website
    Shelf Talks

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