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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

6:17

Rapid Retail Questions with Rachel Krupa, Founder of...

Shelf Talks ·

2026/06/17

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. ...

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34:27

Why Going Local First Can Be Your Biggest Retail...

Shelf Talks ·

2026/06/15

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 loc...

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3:15

Rapid Retail Questions with Karishma & Tekla,...

Shelf Talks ·

2026/06/10

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, thi...

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38:25

How Two Beverage Industry Veterans Karishma & Tekla...

Shelf Talks ·

2026/06/08

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 b...

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2:20

Rapid Retail Questions with Stacie Skinner, Founder...

Shelf Talks ·

2026/06/03

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 t...

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39:15

From Farmers Markets to Whole Foods: How Stacie...

Shelf Talks ·

2026/06/01

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...

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19:36

From a Backpack to Retail Shelves: Denise Woodard’s...

Shelf Talks ·

2026/05/25

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 s...

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3:53

3 Rapid Retail Questions with Sarela Harrada,...

Shelf Talks ·

2026/05/20

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 packagi...

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37:19

How Sarela Herrada Built SIMPLi Into a Fast-Growing...

Shelf Talks ·

2026/05/18

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 chain...

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4:14

Rapid Retail Questions with Carrie Sporer, Co-Founder...

Shelf Talks ·

2026/05/13

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 educat...

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42:02

From Personal Frustration to Retail Shelves: Carrie...

Shelf Talks ·

2026/05/10

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...

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9:47

5 Things I'm Loving Right Now Founders are Doing to...

Shelf Talks ·

2026/05/05

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 Am...

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2:37

Rapid Retail Questions with Jillian Salinas, Founder...

Shelf Talks ·

2026/04/29

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...

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32:45

Jillian Salinas of Beach City Coffee: How She Landed...

Shelf Talks ·

2026/04/27

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 b...

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36:38

How Clara Sieg Built Loonen Water Through Purity,...

Shelf Talks ·

2026/04/20

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....

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28:28

5 Biggest Mistakes Founders Make After Getting Into...

Shelf Talks ·

2026/04/13

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 disapp...

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1:41

Rapid Retail Questions with Samantha Ong, Founder of...

Shelf Talks ·

2026/04/08

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 beh...

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51:28

From Idea to Retail Shelves: How Samantha Ong Built...

Shelf Talks ·

2026/04/06

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 no...

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14:23

5 Costly Mistakes That Are Blocking You From Getting...

Shelf Talks ·

2026/03/30

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 p...

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4:19

3 Rapid Retail Questions with Marisa Sergi, CEO of...

Shelf Talks ·

2026/03/25

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 w...

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180 results

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