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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 out. If you're trying to break into a saturated category like coffee, this is your blueprint for standing out and getting noticed by buyers.

Then, Clara Sieg, co-founder and CEO of Loonen Water, delivers sharp, no-fluff truths about what it really means to be “retail ready,” why grit is a non-negotiable founder skill, and how to show up as a brand retailers actually want to partner with.

This episode is packed with actionable advice for:

• Founders preparing for retail buyer meetings
• Product-based businesses looking to get into retail stores
• Emerging brands navigating retail readiness and scaling distribution
• Entrepreneurs building CPG brands in competitive markets

You’ll learn:

• How to define a strong value proposition that wins in saturated categories
• What retail buyers actually expect when you pitch your product
• Why knowing your numbers can make or break your retail deal
• The mindset shift that happens when your product hits shelves
• What “retail readiness” truly means beyond just having a great product

If you’re serious about getting your product into retail stores, pitching with confidence, and building a brand that thrives on the shelf—this episode is your fast-track playbook.

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

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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

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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. We dive into what it takes to differentiate in a saturated aisle, how thoughtful product design can drive repeat purchase, and why getting on shelf is only the beginning.

We also unpack the real behind-the-scenes of scaling a beverage brand from sourcing and manufacturing to early retail traction, distributor partnerships, restaurant placements, and raising $6 million in funding to fuel growth.

If you’re a founder building a product-based business and want real insights on retail strategy, product differentiation, buyer appeal, and scaling in CPG, this episode is packed with takeaways.

In this episode, we cover:

• How Clara turned a personal problem into a scalable retail brand
• What makes buyers pay attention in a crowded category
• The importance of product experience beyond just the formula
• Early retail growth strategies that drove strong sell-through
• How to think about pricing and positioning on shelf
• What investors vs. retail buyers care about in a pitch
• Lessons from scaling into hundreds of stores

This conversation is a masterclass for founders looking to build a brand that not only gets into retail stores — but wins once it’s there.

🎧 Listen now and get inspired for your own retail journey.

Loonen Water Website: https://loonen.com/

Loonen Water Instagram: https://www.instagram.com/loonenwater/

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