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 176 episodes on record and a Required Pod Score of 80.

Roberta Townes hosts Shelf Talks, a business show with 176 episodes published.

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  Episode #84

  Why Sampling Could Be Your Secret Weapon in Retail

  Sep 28, 202627 minS2

  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 Roberta explains why the value goes far beyond getting someone to try your product. You’ll learn how sampling can help you: • Build trust and loyalty with consumers • Turn product claims into real proof through firsthand experience • Gather valuable feedback on your product, packaging, pricing, and positioning • Create content from real customer reactions and conversations • Show retail buyers that you are invested in growing your business once you’re on the shelf • Turn retail associates into brand advocates • Drive incremental sales and add-to-basket purchases • Start sampling strategically, even when you have a small budget • Create an in-store experience even if your product can't be physically sampled Roberta also shares examples from founders featured on Shelf Talks, including SEEQ and Loonen Water, and explains how brands can start small with one store, one activation, and a clear strategy. Whether you're already selling in retail or preparing for your first retail launch, this episode will help you think differently about what you do after you get on the shelf. Because getting on the shelf is just the beginning. The real question is: what are you going to do with the opportunity? Listen now and start thinking about how you can turn your retail shelf presence into an experience customers remember. 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 #83

  10 Questions Every Founder Should Ask a Retail Buyer Before Saying Yes

  Sep 21, 202620 minS2

  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 perform as expected, these questions will help you walk into buyer conversations prepared and informed. You'll learn how to: Understand what success looks like to the retailer Identify the biggest opportunities for your brand within the assortment Determine whether your target customer aligns with the retailer's customer Understand the scope of your initial launch Clarify what support the buyer expects from you Uncover promotional and retail media opportunities Know which metrics will determine your success Understand what happens if your product underperforms Learn from brands that have already succeeded in the retailer Identify upcoming category resets, seasonal opportunities, and initiatives Because getting on the shelf isn't the finish line. The goal is building a partnership between two businesses that can actually win on shelf. Grab your pen and pad. These are questions you'll want to have ready for your next conversation with a retail buyer. 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 #82

  Your Product Is Great. So Why Isn’t It Selling? 5 Retail Mistakes Founders Make

  Sep 14, 202621 minS2

  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 product-based founder needs to know. You'll learn how to: • Make sure consumers can understand your product in seconds • Evaluate your pricing against the competition and perceived value • Create demand instead of relying on the retailer to do all the marketing • Evaluate your shelf placement and merchandising • Understand key retail metrics including sales velocity, inventory, weeks of supply, sell-through, and promotional performance • Understand why a reorder is more powerful than an initial purchase order • Look at your product through the eyes of the consumer, retailer, and buyer Whether you're preparing to pitch your first retailer or your product is already on shelves and you're frustrated with slow sales, this episode will give you a practical retail checkup you can use immediately. Because getting into retail is only the beginning. The real goal is winning 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

  Retail Readiness Round: Wendy Kushel, Founder of Wendala's

  Sep 9, 20264 minS2

  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 major retailer like Walmart, including why your product needs to be ready for mass production and why founders shouldn't be afraid to take the order and figure out the next steps. Plus, Wendy talks about the trade shows and events that have helped her connect with retail buyers, including Expo West and curated buyer meetings. If you're a product-based founder preparing to pitch retail, this quick Retail Readiness Round is packed with practical advice to help you get ready for the shelf. She mentions on the episode as well Global Beauty & Wellness Exchange in Bluffton, SC 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 #81

  No Big Budget. No Big Team. Just Scrappiness: How Wendy Kushel Built Wendala’s

  Sep 7, 202650 minS2

  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. Wendy opens up about how she landed her first retail opportunity, why she believes farmers markets are one of the best places to find proof of concept, and how customer feedback helped shape some of her bestselling products. She also shares the scrappy tactics she used to get into 21 Ace Hardware stores, connect with major retail decision-makers, and ultimately earn a Walmart Open Call Golden Ticket. But getting on the shelf was only the beginning. Wendy gets candid about the realities of fulfilling a 10,000+ unit Walmart order, merchandising challenges, marketing, inventory, manufacturing, retail data, and knowing when it's time to ask for help. And perhaps most importantly, Wendy shares her advice for anyone who feels like they're starting their entrepreneurial journey later in life. Her message is simple: there is no expiration date on your ideas. If you've ever wondered whether it's too late to start a business, how to think differently about retail, or what it really takes to build a brand when you don't have unlimited resources, this episode is for you. In this episode, you'll learn: • How Wendy turned a personal discovery into a product-based business • Why customer feedback can be one of your most valuable forms of product research • How to use scrappiness as a competitive advantage • How Wendy landed 21 Ace Hardware stores by going directly to the decision-maker • The story behind her Walmart Golden Ticket • What happened after Walmart placed a 10,000+ unit order • Why getting on the shelf is only half the battle • How merchandising can impact whether shoppers notice your product • Why founders need to understand their retail data and financials • How to determine which SKUs make sense for different retailers • Why your previous career experiences may be preparing you for entrepreneurship • Wendy's advice for becoming an entrepreneur later in life Wendy's journey is a powerful reminder that you don't need to have everything figured out before you start. Sometimes you just need to get in the game, keep paddling, and be willing to figure it out along the way. 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.

Based on semantic analysis of episode topics and host coverage, this show is a strong guest fit for executives in:

Industry fit is computed by PitchCentric using vector embeddings of the show's episode catalog.