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PODCAST

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

business entrepreneurship

All Episodes

49:47

Cory Varona, Co-Founder of OCOA Beauty: From Kitchen...

Shelf Talks ·

2026/10/05

Send us Fan Mail 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 s...

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27:14

Why Sampling Could Be Your Secret Weapon in Retail

Shelf Talks ·

2026/09/28

Send us Fan Mail 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 ...

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19:40

10 Questions Every Founder Should Ask a Retail Buyer...

Shelf Talks ·

2026/09/21

Send us Fan Mail 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 perfo...

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21:07

Your Product Is Great. So Why Isn’t It Selling? 5...

Shelf Talks ·

2026/09/14

Send us Fan Mail 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 produc...

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4:10

Retail Readiness Round: Wendy Kushel, Founder of...

Shelf Talks ·

2026/09/10

Send us Fan Mail 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 ma...

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49:59

No Big Budget. No Big Team. Just Scrappiness: How...

Shelf Talks ·

2026/09/07

Send us Fan Mail 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. We...

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38:42

FOUNDER'S FLASHBACK: From Kitchen Creation to...

Shelf Talks ·

2026/08/31

Send us Fan Mail 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 ...

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25:57

FOUNDER'S FLASHBACK: How to Get Your Brand Seen with...

Shelf Talks ·

2026/08/24

Send us Fan Mail 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 ...

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20:30

FOUNDER'S FLASHBACK: 10 Reasons Why Starting in Local...

Shelf Talks ·

2026/08/17

Send us Fan Mail 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 c...

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36:25

FOUNDER'S FLASHBACK: From Harvard to Retail Shelves,...

Shelf Talks ·

2026/08/10

Send us Fan Mail 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...

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28:22

FOUNDER'S FLASHBACK: Candace Wu, Co-Founder of...

Shelf Talks ·

2026/07/27

Send us Fan Mail 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, addin...

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14:06

The Real Reason Retail Buyers Reject Great Products...

Shelf Talks ·

2026/07/20

Send us Fan Mail 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 c...

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4:05

Retail Readiness Round: Alysa Seeland, Founder of...

Shelf Talks ·

2026/07/15

Send us Fan Mail 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 bus...

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52:57

How Alysa Seeland Built FOND Regenerative from...

Shelf Talks ·

2026/07/13

Send us Fan Mail 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 b...

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3:22

Retail Readiness Round: Belle Robinson on Winning at...

Shelf Talks ·

2026/07/08

Send us Fan Mail 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 ...

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36:55

How ROXII Supercube Created an Entirely New Retail...

Shelf Talks ·

2026/07/06

Send us Fan Mail 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 ...

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3:26

Retail Readiness Round: Hannah Perez's 3 Best Retail...

Shelf Talks ·

2026/07/01

Send us Fan Mail 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 creat...

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50:08

Building SEEQ: Hannah Perez on Product Innovation,...

Shelf Talks ·

2026/06/29

Send us Fan Mail 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. W...

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1:07

Rapid Retail Questions with Lindsay Holden,...

Shelf Talks ·

2026/06/24

Send us Fan Mail 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 a...

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36:03

How Odele Beauty Went From Startup to Target, Ulta &...

Shelf Talks ·

2026/06/22

Send us Fan Mail 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 t...

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180 results

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