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 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

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

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. 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

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 disappear, she’s sharing the 5 biggest mistakes founders make after landing their first retailer and exactly what to do instead.

Inside this episode, you’ll learn:

• Why getting on shelf is only the starting line (not the finish)
• The critical mindset shift every founder needs to make
• How to create a retail launch plan that actually drives sales
• Why you must own your traffic (and how to do it effectively)
• What retail buyers really expect from you post-launch
• The mistake that kills your chances of staying on shelf fast
• How to use your first retailer as a blueprint for scaling

If you’re preparing to pitch retailers, launching soon, or already on shelf but not seeing the traction you expected this episode is your wake-up call and your roadmap.

Because the goal isn’t just to get into retail… it’s to win there.

🎧 Hit follow, share with a founder friend, and don’t forget to leave a review if this episode helps you think differently about your retail strategy.

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

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 behind-the-scenes look at the skills that separate brands that get on shelves from those that stay stuck.

We also dive into the real impact of retail and why getting on shelf isn’t just about distribution, but about building credibility, expanding your customer reach, and accelerating brand growth.

If you’ve ever wondered:

• What should I focus on first to get into retail?
• What skills do buyers actually care about?
• How does getting into stores change your business?

This episode answers it all in a way that’s honest, tactical, and rooted in real founder experience.

🎧 Tune in now to learn how to position your brand for retail success and start building a business that buyers can’t ignore.

And if you’re serious about getting your product into stores, make sure you’re subscribed to Shelf Talks for weekly insights from founders who’ve done it and the strategies you need to do it too.

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

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 now making waves in both e-commerce and retail.

Samantha shares the real, behind-the-scenes journey of building a physical product from scratch with no prior experience including how she navigated product development, sourcing challenges, multiple manufacturers, and the emotional rollercoaster of launching with limited resources.

We dive into:

• How to turn a mission-driven idea into a scalable product-based business
• The exact steps to go from concept to prototype (even without industry experience)
• Why community-led product development can be your biggest competitive advantage
• How she used pre-orders to validate demand and fund production
• The realities of managing inventory, cash flow, and long production timelines
• What it takes to transition from DTC into retail stores and what she wishes she knew earlier

This episode is a must-listen for indie founders who want to build a brand that not only sells but stands for something and wins both online and on retail shelves.

Joeydolls Website: https://joeydolls.com/

Joeydolls Instagram: https://www.instagram.com/joeydolls/

🎧 If you're serious about getting your product into retail stores and building a brand buyers believe in, hit play now.

And don’t forget to follow Shelf Talks for weekly insights from founders who’ve done it and the strategies to help you do it too.

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

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 pitches to missed follow-ups that cost brands real shelf space. The truth? Getting into retail isn’t just about having a great product—it’s about how you position, pitch, and present your brand to buyers.

In this episode, you’ll learn:

• Why not researching the retailer is costing you opportunities
• The #1 mistake founders make in retail buyer outreach emails
• How slow follow-ups can delay your retail placement by months (or even a year)
• What to send instead of a generic line sheet to actually stand out
• Why consistent, strategic follow-up is the key to landing retail deals

If you’re ready to stop getting ignored and start building real relationships with retail buyers, this episode will give you the actionable strategies you need to finally get in the door.

If this episode gave you clarity on your retail strategy, share it with another founder who’s trying to get on shelves and don’t forget to follow Shelf Talks so you never miss the insights that can take your brand from overlooked to on-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

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

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 why playing the long game is key to securing and sustaining placements.

One of the biggest takeaways? Don’t overextend too early. Marisa explains why starting smaller, protecting your initial placements, and focusing on performance can turn early “no’s” into future “yeses” a critical strategy for founders serious about long-term retail success.

She also highlights the importance of building a strong founder network because scaling a product-based business in retail isn’t just about strategy, it’s about having the right support system to navigate the highs and lows.

In this episode, you’ll learn:

• How to get a retail buyer’s attention (and actually get your emails opened)
• Smart retail pitch strategies that cut through the noise
• Why rejection is part of the process and how to leverage it
• The importance of starting small to win big in retail stores
• How community and mentorship can accelerate your growth

If you're an emerging brand founder looking to confidently pitch to retail buyers, land your first accounts, and build a product that performs on shelf this is a must-listen.

🎧 Tune in now to sharpen your retail strategy and take your next step toward getting on shelves and staying there.

Listen to the full episode with Marisa released 3/23/26

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