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. 14h ago ·  Bonus

    Rapid Retail Questions with Rachel Krupa, Founder of The Goods Mart

    Send us Fan Mail What 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 relationships If 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 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

    6 min
  2. Why Going Local First Can Be Your Biggest Retail Advantage with Rachel Krupa, Founder of The Goods Mart

    2d ago

    Why Going Local First Can Be Your Biggest Retail Advantage with Rachel Krupa, Founder of The Goods Mart

    Send us Fan Mail What 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 momentum Plus, 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 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

    34 min

  3. Jun 10 ·  Bonus

    Rapid Retail Questions with Karishma & Tekla, Founders of KEY Energy

    Send us Fan Mail In 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 6.8.26 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

    3 min

  4. Jun 8

    How Two Beverage Industry Veterans Karishma & Tekla Are Reinventing Energy Drinks with KEY Energy

    Send us Fan Mail This 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 CPG Whether 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.life Website: drinkkey.com Try 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 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

    38 min

  5. Jun 3 ·  Bonus

    Rapid Retail Questions with Stacie Skinner, Founder of Superb Bakehouse

    Send us Fan Mail In 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 entrepreneurship Whether 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 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. From Farmers Markets to Whole Foods: How Stacie Skinner Grew Superb Bakehouse One Store at a Time

    Jun 1

    From Farmers Markets to Whole Foods: How Stacie Skinner Grew Superb Bakehouse One Store at a Time

    Send us Fan Mail What 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 distribution This 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 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

    40 min

  7. May 25

    From a Backpack to Retail Shelves: Denise Woodard’s Early Retail Strategy Building Partake

    Send us Fan Mail Denise 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 opportunities If 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 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

    20 min

  8. May 20 ·  Bonus

    3 Rapid Retail Questions with Sarela Harrada, Co-Founder of SIMPLi

    Send us Fan Mail Sarela 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 connections Whether 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 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

    5 min
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Trailer

5
out of 5
13 Ratings

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
    158
  • Rating
    Clean
  • Copyright
    © 2026 Shelf Talks
  • Show Website
    Shelf Talks

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