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 for your first retail pitch or looking to expand into more stores, you'll gain practical strategies for retail readiness, wholesale growth, buyer expectations, merchandising, and increasing sell-through once your product hits the shelf. If you're

Shelf Talks is a business podcast hosted by Roberta Townes, with 170 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Roberta Townes hosts Shelf Talks, a business show with 170 episodes published.

Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.

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  Shelf Talks

  FOUNDER'S FLASHBACK: 10 Reasons Why Starting in Local Stores Builds Stronger Brands

  Aug 17, 202621 minS2

  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 can mean lower risk and more manageable inventory • How local stores give you faster, real-time customer feedback • Building community and word-of-mouth around your brand • Why relationships with store managers and associates matter • How local retail can build brand credibility for future buyer pitches • Using local stores as a test-and-learn environment for packaging, promotions and messaging • The flexibility local retailers can offer emerging brands • Understanding the costs and challenges that come with larger retail • How demos, tastings and events can create a stronger consumer connection • Why local retail can become the foundation for scaling into bigger retail opportunities If you’re a founder dreaming about seeing your product in major retailers, this episode is a reminder that you don’t have to conquer the entire country to start building retail momentum. Sometimes, the smartest move is to start close to home, learn what works, prove your product, build your story and use that experience to open bigger doors. 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 Looking for more? Visit our Linktree for the latest episodes, free resources, retail tips, and ways to connect with the Shelf Talks community. https://linktr.ee/shelftalkspodcast 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

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  Shelf Talks

  FOUNDER'S FLASHBACK: From Harvard to Retail Shelves, Keta Burke-Williams of Ourside

  Aug 10, 202636 min

  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 than 40 founders, sought out mentors and industry experts, and slowly turned an idea into a retail-ready brand. And then came the retail wins. Ourside launched in Credo Beauty just four months after officially launching as a brand and later expanded into the iconic Bergdorf Goodman. But Keta is candid about what happened after getting those coveted retail yeses. In this conversation, we talk about: • How Keta went from Harvard Business School to founding a fragrance brand • Why researching your category before launching can save you from costly mistakes • How she found the right perfumer and developed Ourside’s first fragrance • The importance of customer feedback before scaling • How she got Ourside into Credo Beauty • What changed when the brand moved from DTC to retail • The inventory mistake that taught her a major retail lesson • Why educating store associates can be just as important as getting on shelf • How she approached the Bergdorf Goodman opportunity • Why getting on shelf is only the beginning • How small brands can compete when they don't have the biggest marketing budgets • Why Keta is intentionally selective about expanding into more retailers One of my favorite takeaways from Keta is that there is no shortcut to understanding your business, your customer, and the retail environment you're entering. If you're a founder preparing for retail, already on shelf, or wondering how to build a brand without trying to be everywhere at once, this Founder’s Flashback is one you'll want to hear. Connect with Ourside: @ourside.nyc Listen, take notes, and as always, I'll see you on 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 Looking for more? Visit our Linktree for the latest episodes, free resources, retail tips, and ways to connect with the Shelf Talks community. https://linktr.ee/shelftalkspodcast 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

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  Shelf Talks

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

  Jul 27, 202628 min

  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, adding even more grocery partners, including launches in Wegmans and, most recently, H-E-B, one of Candace's dream retail accounts. In this episode, you'll learn: • How Wonder Monday validated demand before entering retail • Why strategic retail expansion beats rapid expansion • What buyers look for when evaluating emerging brands • How to build consumer loyalty that drives repeat purchases • Why product-market fit matters more than relying on promotions • The importance of choosing manufacturing partners that can scale with your business Whether you're pitching your first retailer or planning your next expansion, Candace shares practical insights every product founder can apply. Connect with Wonder Monday: Website: https://wondermonday.com Instagram: @wondermonday Enjoy the episode, and don't forget to follow Shelf Talks for more conversations with female founders building brands that are making 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 Looking for more? Visit our Linktree for the latest episodes, free resources, retail tips, and ways to connect with the Shelf Talks community. https://linktr.ee/shelftalkspodcast 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

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  Episode #80

  The Real Reason Retail Buyers Reject Great Products (It's Not What You Think)

  Jul 20, 202614 minS2

  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 consumer proof every buyer wants to see • Why founders often pitch the wrong story • How to know if you're targeting the right retailer If you're preparing for a buyer meeting, pitching at Expo West, or trying to land your first retail account, this episode will help you understand how buyers actually evaluate new brands and what you can do to make your next pitch much stronger. Whether your goal is Target, Whole Foods, Walmart, Sprouts, or another retailer, these insights will help you approach your next opportunity with a buyer's perspective. 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 Looking for more? Visit our Linktree for the latest episodes, free resources, retail tips, and ways to connect with the Shelf Talks community. https://linktr.ee/shelftalkspodcast 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

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  Shelf Talks

  Retail Readiness Round: Alysa Seeland, Founder of Fond Bone Broth

  Jul 15, 20264 min

  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 business plan. They begin with solving a real problem. If you're building a product-based business, ask yourself: What problem does your product solve, and why are you the right person to solve it? Buyers and consumers connect with brands that have purpose, authenticity, and a compelling story. Follow Shelf Talks for more Retail Readiness Rounds featuring successful founders sharing the lessons behind building brands that earn a place on retail shelves. Listen to the full episode released July 13th 2026 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 Looking for more? Visit our Linktree for the latest episodes, free resources, retail tips, and ways to connect with the Shelf Talks community. https://linktr.ee/shelftalkspodcast 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

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Recent guests on Shelf Talks. Study who booked and why before you pitch.

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