Shelf Talks
Shelf Talks is the podcast for female founders, CPG entrepreneurs, and product-based business owners who want to get their products into retail stores and build brands that thrive once they're on the shelf.Hosted by Roberta Townes, a retail buyer with more than 15 years of experience discovering and launching products at national retailers, each weekly episode features honest conversations with female founders who have successfully landed on retail shelves. Together, they pull back the curtain on how they pitched buyers, built wholesale partnerships, scaled distribution, increased brand awareness, and overcame the challenges of growing a product-based business.Whether you're preparing...
2 Years of Shelf Talks: 5 Lessons from 70 Female Founders on Building a Successful Brand
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Two years. 70 episodes. Countless founder journeys. And so many lessons about what it really takes to build a successful product-based business.
In this special solo episode of Shelf Talks, I'm reflecting on two years of conversations with female founders and retail experts who have shared their journeys, challenges, wins, and lessons along the way.
But first, I'm taking you back to the beginning. Why did I start Shelf Talks? After years as a retail buyer, I saw firsthand how many incredible emerging brands were working so hard to get o...
Retail Readiness Round: Dana Bly, Founder of Pardon My Fro on Standing Out to Retail Buyers
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In this retail readiness round with Dana Bly, founder of Pardon My Fro, shares practical insights for product-based founders who want to grow their brands and get their products into retail stores.
Dana’s journey from creating $5 art prints to building a brand that landed on Walmart shelves offers valuable lessons in standing out, recognizing retail opportunities, and understanding what it takes to succeed beyond the initial placement.
In this conversation, we get into the realities of retail readiness and why getting your product on the shelf is just on...
From $5 Art Prints to a Hair Care Line on Walmart Shelves: Dana Bly of Pardon My Fro
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Hello, hello, and welcome back to Shelf Talks Podcast!
What does it take to turn a creative vision into a retail brand that stands out on shelves? In this episode, I’m joined by Dana Bly, founder of Pardon My Fro, a bold lifestyle and textured hair care brand built around representation, creativity, and celebrating natural hair.
Dana takes us behind the scenes of her entrepreneurial journey, from leaving corporate America and selling $5 art prints to building a lifestyle brand and launching her hair care products at Walmart. Her jo...
Retail Readiness Round: Erica Haft, Foujder of Sweeter Collective
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What does it really take to grow a product-based business and expand into retail? In this Retail Readiness Round, Erica Haft, founder of Sweeter Collective, shares three practical lessons for emerging brands looking to get their products on retail shelves.
Erica reveals what she wishes she had done before launching in retail, including building a stronger online community, and highlights the trade shows and communities that have helped her along the way, including Startup CPG, Natural Products Expo West, and Summer Fancy Food Show in New York City.
Her...
From Lawyer to CPG Founder: Erica Haft’s Journey With Sweeter Collective
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What does it take to turn a big idea into a product on retail shelves? For Erica Haft, founder of Sweeter Collective, it started with a sweet tooth, a gap in the candy aisle, and the courage to leave a nearly decade-long career in law to build something entirely new.
In this episode of Shelf Talks, Erica shares how she reimagined hard candy with modern flavors and better-for-you ingredients, spent nearly two years developing the product, and landed an opportunity with Sprouts before her official launch.
We dive into...
Retail Readiness Round: Cory Varona, Co-Founder of OCOA Beauty
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What does it really take to be ready for a national retail opportunity?
In this Retail Readiness Round, Cory Varona, co-founder of OCOA Beauty, shares three important lessons every product-based founder should know before pitching a national retailer.
Cory talks about:
Why your product and packaging need to be retail-ready before you pitchWhy having a manufacturer that can scale with you is criticalHow mentors, accelerators, and retailer programs can help open doorsWhy researching your retail peers can make your pitch strongerAnd the retail lesson she learned the hard...Cory Varona, Co-Founder of OCOA Beauty: From Kitchen Formulation to 461 Ulta Stores
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What does it really take to go from an idea in your kitchen to getting your product on the shelves of 461 Ulta Beauty stores?
In this episode of Shelf Talks, Roberta sits down with Cory Varona, co-founder of OCOA Beauty, the sister-founded curly hair brand inspired by their Dominican heritage and their own journey of learning to embrace their natural curls.
Cory and her sister Nicole didn't come from the beauty industry. Cory was an accountant and Nicole worked in financial services and marketing. But after discovering cleaner hair...
Why Sampling Could Be Your Secret Weapon in Retail
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Getting your product onto a retail shelf is not the finish line. It’s the beginning.
In this solo episode of Shelf Talks, host Roberta breaks down one of the most powerful ways product-based brands can turn their retail presence into real consumer connection: sampling.
If you sell an experiential product that customers can taste, feel, use, or experience, sampling gives you the opportunity to connect with shoppers at the exact moment they are making purchasing decisions. But Roberta explains why the value goes far beyond getting someone to tr...
10 Questions Every Founder Should Ask a Retail Buyer Before Saying Yes
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Getting your product onto a retail shelf is exciting, but getting the yes is only the beginning.
In this episode of Shelf Talks, Roberta Townes shares 10 smart questions every product-based founder should ask a retail buyer when discussing a potential retail partnership.
From understanding what success looks like and how your launch will be measured, to uncovering promotional opportunities, customer demographics, category resets, and what happens if your product doesn't perform as expected, these questions will help you walk into buyer conversations prepared and informed.
You'll learn...
Your Product Is Great. So Why Isn’t It Selling? 5 Retail Mistakes Founders Make
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Getting your product onto a retail shelf is a huge milestone, but what happens when the product isn't selling once it gets there?
In this solo episode of Shelf Talks, Roberta Townes, retail buyer and host of Shelf Talks Podcast, breaks down 5 reasons a great product may not be performing as expected in retail. From unclear packaging and pricing to weak marketing, poor shelf placement, and not understanding your retail metrics, Roberta shares the buyer perspective every product-based founder needs to know.
You'll learn how to:
• Make su...
Retail Readiness Round: Wendy Kushel, Founder of Wendala's
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In this Retail Readiness Round, Wendy Kushel, founder of Wendala's shares practical advice for founders who want to get their products onto retail shelves.
Wendy breaks down one of the biggest mistakes founders make before pitching retail buyers: not being truly retail ready. From UPC codes and legal labeling to understanding FDA requirements, she explains what founders need to have in place before approaching retailers.
She also shares advice for founders hoping to land a major retailer like Walmart, including why your product needs to be ready for mass...
No Big Budget. No Big Team. Just Scrappiness: How Wendy Kushel Built Wendala’s
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What does it really take to get a product from farmers markets to major retailers? For Wendy Kushel, founder of Wendala’s, the answer is being scrappy, staying persistent, listening to your customers, and simply getting in the game.
In this episode of Shelf Talks, Wendy shares the unconventional journey behind her innovative sugar scrub brand, from discovering sugar scrubs at age 50 to building a business that now sells through retailers including Walmart and Ace Hardware.
Wendy opens up about how she landed her first retail opportunity, why she be...
FOUNDER'S FLASHBACK: From Kitchen Creation to Thousands of Retail Shelves with Harken Sweets Founder Katie Lefkowitz
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We’re continuing our Founders Flashback series by revisiting my conversation with Katie Lefkowitz, founder of Harken Sweets, a better-for-you candy brand that is changing the way consumers think about indulgence.
When I originally interviewed Katie, Harken was already on shelves at Walmart and expanding into retailers across the country. Katie shared the behind-the-scenes story of taking her healthier candy concept from her kitchen to thousands of retail doors, including how she prepared for Walmart, scaled manufacturing, managed inventory and built relationships with retail buyers.
In this episode, Katie an...
FOUNDER'S FLASHBACK: How to Get Your Brand Seen with PR Expert Gloria Chou
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We’re continuing the Founders Flashback series on Shelf Talks with a conversation that every product-based founder should revisit.
In this episode, I’m bringing back my conversation with Gloria Chou, award-winning Small Biz PR Coach, to talk about one of the biggest challenges founders face: getting your brand noticed.
Gloria shares her no-fluff approach to PR and breaks down how founders can get media coverage without a huge following, expensive PR agency, or a Rolodex full of journalist contacts.
We talk about:
• The difference betwee...
FOUNDER'S FLASHBACK: 10 Reasons Why Starting in Local Stores Builds Stronger Brands
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One of the most important lessons I’ve learned as a retail buyer is that bigger isn’t always better, especially when you’re building a brand.
That’s why I’m bringing back this Founder's Flashback episode, which has become the most-listened-to episode in Shelf Talks history.
In this solo episode, I break down 10 reasons why starting in local retail can give emerging brands a powerful advantage before making the leap into larger retailers.
We’ll talk about:
• Why local retail can mean lower risk and more...
FOUNDER'S FLASHBACK: From Harvard to Retail Shelves, Keta Burke-Williams of Ourside
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What does it really take to build a product-based brand and get it onto retail shelves?
In this Founder’s Flashback episode of Shelf Talks, I revisit my conversation with Keta Burke-Williams, founder of Ourside, a luxury fragrance brand built around bold, intentional scents, storytelling, and self-expression.
Keta’s entrepreneurial journey is especially compelling because she didn’t come from the fragrance industry. She started with a passion, did the research, talked to more than 40 founders, sought out mentors and industry experts, and slowly turned an idea into a retail...
FOUNDER'S FLASHBACK: Candace Wu, Co-Founder of Wonder Monday
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Originally aired in May 2025. Re-released because the lessons are just as relevant today.
Some podcast conversations are worth revisiting, and this is one of them.
When this episode first aired, Candace Wu, co-founder of Wonder Monday, shared how she disrupted the traditional cheesecake category with a high-protein, low-sugar, gluten-free dessert and the strategy behind getting onto retail shelves.
Since then, Wonder Monday has continued its impressive retail expansion, adding even more grocery partners, including launches in Wegmans and, most recently, H-E-B, one of Candace's dream retail accounts.<...
The Real Reason Retail Buyers Reject Great Products (It's Not What You Think)
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Getting a meeting with a retail buyer is a huge accomplishment. Walking out of that meeting feeling confident, only to receive a "no," can be frustrating.
In this solo episode of Shelf Talks, Roberta Townes breaks down the five biggest reasons great products still get rejected by retail buyers, even when the product itself is strong.
You'll learn:
• Why timing matters more than most founders realize
• How your confidence influences a buyer's decision
• The consumer proof every buyer wants to see
• Why founders often pitch the wrong st...
Retail Readiness Round: Alysa Seeland, Founder of Fond Bone Broth
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Every great retail brand starts with a story.
In this Retail Readiness Round, Alysa Seeland, founder of Fond Bone Broth, shares the deeply personal experience that inspired her business. After facing a serious postpartum health crisis, Alysa discovered the healing power of bone broth and turned that journey into a mission-driven brand that's helping consumers nourish themselves with real food.
Her story is a powerful reminder that the strongest products don't begin with a business plan. They begin with solving a real problem.
If you're building a...
How Alysa Seeland Built FOND Regenerative from Farmers Markets to National Retail
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What does it really take to build a premium brand that retailers believe in?
In this episode of Shelf Talks, Roberta Townes sits down with Alysa Seeland, founder of FOND Regenerative, to discuss the journey from selling bone broth at local farmers markets to becoming a nationally distributed brand found in Whole Foods, Sprouts and Albertsons.
Alysa shares how customer feedback shaped every product, why authentic relationships with retail buyers changed the trajectory of her business, how she rebuilt after losing more than $4 million in inventory during a catastrophic...
Retail Readiness Round: Belle Robinson on Winning at Retail Beyond the Pitch
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Getting your product onto a retailer's shelf is only the beginning.
In this Retail Readiness Round, Belle Robinson, founder of ROXII Supercube, shares three quick but powerful lessons every product founder should hear before pursuing retail.
You'll learn:
• Why you need to know exactly where your product belongs before pitching.
• The biggest mistake founders make after getting into stores.
• Why pop-ups and product demos can turn curious shoppers into loyal customers.
• The one retail metric every emerging brand should track to measure success.
If you'r...
How ROXII Supercube Created an Entirely New Retail Category with Founder Belle Robinson
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What happens when you realize the wellness aisle is too complicated?
Belle Robinson did something no one else had done before.
Instead of another powder, capsule, or ready-to-drink beverage, she created ROXII Supercube, nutrient-infused functional ice cubes designed to make wellness as simple as dropping ice into your favorite drink.
In this episode of Shelf Talks, Belle shares:
• How a trip to Expo West changed everything
• Why networking with one founder completely changed her business
• Building an entirely new frozen...
Retail Readiness Round: Hannah Perez's 3 Best Retail Tips Every Founder Needs
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Thinking about getting your product on retail shelves? Start here.
In this Retail Readiness Round of Shelf Talks, Hannah Perez, co-founder of SEEQ shares three actionable insights every founder should hear before pursuing retail growth.
In this episode, you'll discover:
• Why attending Expo West can fast track your learning as a CPG founder
• How connecting with founders already selling in retail can open doors and help you avoid costly mistakes
• Why building authentic creator relationships delivers more long term value than chasin...
Building SEEQ: Hannah Perez on Product Innovation, TikTok Growth, and Landing Target
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What does it really take to build a category defining consumer brand?
In this episode of Shelf Talks, I sit down with Hannah Perez, Co Founder of SEEQ, to talk about the journey from a simple product idea to becoming one of the fastest growing brands in the clear protein category.
Hannah shares how saying yes to opportunities, validating the product with real consumers, and building an authentic social media presence helped SEEQ sell out its first inventory in just 45 days. We also discuss the realities of manufacturing, managing...
Rapid Retail Questions with Lindsay Holden, Co-Founder of Odele Beauty
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What does it really take to succeed in retail after you've landed on the shelf?
In this Retail Readiness Round, Lindsay Holden, co-founder of Odele Beauty, shares three powerful lessons every founder needs to hear before pursuing retail growth.
Lindsay challenges the common belief that getting into retail means you've "made it," explaining why the real work begins once your products hit store shelves. She also reveals the key metrics Odele watches closely to measure success and sustainable growth, including shelf productivity and year-over-year performance.
Plus, Lindsay...
How Odele Beauty Went From Startup to Target, Ulta & Walmart | Lindsay Holden on Building a Clean Beauty Brand
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How do you build a beauty brand that earns shelf space at Target, Ulta, Walmart, and CVS and keeps growing once it's there?
In this episode of Shelf Talks, I sit down with Lindsay Holden, Co-Founder of Odele Beauty, to discuss her incredible journey from being a Target merchant to building one of the most recognized clean hair care brands in mass retail.
Lindsay shares the strategic decisions that helped Odele disrupt the beauty aisle, including how they identified a gap in the...
Rapid Retail Questions with Rachel Krupa, Founder of The Goods Mart
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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...
Why Going Local First Can Be Your Biggest Retail Advantage with Rachel Krupa, Founder of The Goods Mart
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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...
Rapid Retail Questions with Karishma & Tekla, Founders of KEY Energy
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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...How Two Beverage Industry Veterans Karishma & Tekla Are Reinventing Energy Drinks with KEY Energy
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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
• Cont...
Rapid Retail Questions with Stacie Skinner, Founder of Superb Bakehouse
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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 bu...
From Farmers Markets to Whole Foods: How Stacie Skinner Grew Superb Bakehouse One Store at a Time
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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...
From a Backpack to Retail Shelves: Denise Woodard’s Early Retail Strategy Building Partake
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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...
3 Rapid Retail Questions with Sarela Harrada, Co-Founder of SIMPLi
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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 co...
How Sarela Herrada Built SIMPLi Into a Fast-Growing Retail Brand Through Regenerative Farming
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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...
Rapid Retail Questions with Carrie Sporer, Co-Founder of SWAIR Hair
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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 pitchi...
From Personal Frustration to Retail Shelves: Carrie Sporer’s Story Behind SWAIR Hair
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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...
5 Things I'm Loving Right Now Founders are Doing to Drive Awareness, Traffic & Sales to Retail Stores
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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...
Rapid Retail Questions with Jillian Salinas, Founder of Beach City Coffee & Clara Sieg, Co-Founder of Loonen Water
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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 coff...
Jillian Salinas of Beach City Coffee: How She Landed Whole Foods First and Scaled to Walmart & Kroger
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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 ex...
