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. 10H AGO

    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 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

  2. 5D AGO ·  BONUS

    Rapid Retail Questions with Samantha Ong, Founder of Joeydolls

    Send us Fan Mail If 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 show 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

    2 min
  3. From Idea to Retail Shelves: How Samantha Ong Built Joeydolls with No Product Experience

    APR 6

    From Idea to Retail Shelves: How Samantha Ong Built Joeydolls with No Product Experience

    Send us Fan Mail What 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 show 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

    51 min

  4. MAR 30

    5 Costly Mistakes That Are Blocking You From Getting In Front of Retail Buyers

    Send us Fan Mail Struggling 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 show 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

    14 min

  5. MAR 25 ·  BONUS

    3 Rapid Retail Questions with Marisa Sergi, CEO of L'uva Bella Wines

    Send us Fan Mail If 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 show 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
  6. From Family Business to Retail Powerhouse: How Marisa Sergi Scaled L’uva Bella Wines

    MAR 23

    From Family Business to Retail Powerhouse: How Marisa Sergi Scaled L’uva Bella Wines

    Send us Fan Mail If 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 show 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

  7. MAR 16

    How to Follow Up With Retail Buyers After a Trade Show

    Send us Fan Mail Trade 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 relationships Whether 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 show 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

  8. MAR 11 ·  BONUS

    Rapid Retail Questions with Jing Gao, Founder of Fly By Jing

    Send us Fan Mail In 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 base If 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 show 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
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Trailer

5
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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
    143
  • Rating
    Explicit
  • Copyright
    © 2026 Shelf Talks
  • Show Website
    Shelf Talks

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