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 breaks down exactly how she made the leap from selling into local offices to building a retail-ready CPG brand, including the scrappy LinkedIn outreach strategy that got her in front of buyers, how she used sampling to drive in-store sales, and what it really takes to scale without losing your brand values.

If you’ve been wondering:

• How do I get my product into Whole Foods or major retailers?
• What do retail buyers actually look for in emerging brands?
• How do I pitch buyers and stand out in a crowded category?
• What happens after you get the “yes” and land on shelf?

This conversation answers all of it with honest insights most founders don’t hear until they’re already in it.

Jillian also shares:

• The exact LinkedIn + sampling strategy that helped her land Whole Foods during COVID
• Why “no just means yes later” is her mindset for breaking into retail
• How she scaled into Walmart, Kroger, and now Costco while staying committed to sustainability
• The importance of multiple SKUs and how it unlocks bigger retail opportunities
• Real lessons on retail delays, buyer communication, and staying persistent

Whether you’re preparing for your first buyer pitch or trying to grow your retail footprint, this episode is packed with actionable strategies for getting retail-ready and driving sales once you’re there.

Beach City Coffee Website: https://beachcitycoffee.com/

Beach City Coffee Instagram: https://www.instagram.com/beachcitycoffee/

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

How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: https://www.linkedin.com/company/shelf-talks-podcast

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