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Trade shows aren’t just about foot traffic they’re about getting in the right rooms.

In this final Expo mini dive, Brittany Lo shares how exhibiting at a major beauty trade show led directly to landing her first retail account with Neiman Marcus and eventually opening doors with Urban Outfitters and Free People.

We talk about:
 • Using trade shows strategically to meet buyers
 • Why industry expos aren’t about consumers — they’re about retail relationships
 • The power of a clear one-liner and premium positioning
 • Understanding that trade show ROI often takes months, not days
 • How launching in the right retail environment can instantly elevate brand credibility

Brittany shares how showing up at a beauty expo with intention not just a booth helped position Beia as a modern, elevated brand in a growing (and once-taboo) category.

If you’re preparing for trade shows, this episode is your reminder: trade shows are a long game. Get on buyers’ radar. Refine your pitch. Own your niche.

✨ Want to go deeper into Brittany’s retail strategy and brand-building journey? Listen to her full Shelf Talks episode released April 7, 2025.

Follow Shelf Talks for more real conversations with female founders building brands that land and last on retail shelves. 🎙️

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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! ✨

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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! [email protected]

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What if you went to Natural Products Expo West… without finished product?

In today’s mini dive, Jess Berger, founder of Bundle x Joy, shares how she showed up to Expo West with mock-up packaging, no confirmed retailers, and massive MOQs hanging over her head — knowing she had to make something happen.

Instead of waiting until everything was perfect, she leaned into scrappiness, bold differentiation, and a clear retail pitch.

The result? A retail opportunity that changed the trajectory of her brand.

If you’re preparing for trade show season, debating whether you’re “ready,” or wondering how to approach buyers with confidence this episode is your reminder that trade shows are what you make them.

Want the full strategy behind how she built, pitched, and scaled Bundle x Joy?

 Be sure to listen to Jess’s full Shelf Talks episode released July 14, 2025, where we go deeper into product development, MOQs, retail strategy, and what it really takes to land and grow in stores.

Follow Shelf Talks so you don’t miss the rest of this week’s daily mini dives — short, powerful lessons to help you build with confidence. 🎙️

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How to Follow Shelf Talks Podcast on social:

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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! ✨

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Contact us via email: [email protected]

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! [email protected]

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In this Trade Show Mini Dive, Olivia Abrams, co-founder of TiCK MiTT, shares how she strategically used viral social media momentum and in-person trade shows to break into retail without a massive budget or elaborate booth build.

From exhibiting at Global Pet Expo with a simple 10x10 booth… to capturing the attention of major buyers… to intentionally starting in independent retailers before scaling into larger accounts, this conversation is a masterclass in scrappy, smart retail growth.

We discuss:
 • Pairing viral video with trade show strategy
 • Using video in your booth when you can’t physically demo your product
 • Why launching in independent stores first can strengthen your retail pitch
 • Learning placement and sell-through before scaling
 • The power of networking and relationship-building on the show floor

If you’re preparing for Expo West, Global Pet Expo, or any trade show this year, this mini dive will help you think beyond aesthetics and focus on strategy that converts.

Follow Shelf Talks for daily Trade Show Mini Dives and real conversations with founders building brands that win on the shelf.

If this resonated, the full episode (12/15/2025) goes even deeper into Olivia’s retail strategy — from viral growth to scaling through independents and distributors.

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How to Follow Shelf Talks Podcast on social:

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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: [email protected]

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! [email protected]

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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With Natural Products Expo West right around the corner, today’s Shelf Talks mini dive is one every CPG founder needs to hear.

In this clip from my conversation with Molly Blakeley, founder of Molly Bz Cookies, we dive into what really happens behind the scenes at major trade shows.

Think:
 • Last-minute product pivots
 • Packaging mishaps
 • Running across massive expo halls on zero sleep
 • Imposter syndrome when you’re surrounded by legacy brands
 • And the unexpected moment that changes everything

Molly shares how she almost didn’t submit her product for an innovation award and what happened next is the kind of story that reminds you why showing up matters.

If you’re preparing for Expo West or activating at trade shows this year, this short mini episode is packed with perspective, encouragement, and a powerful reminder: you belong in the room.

And be sure to listen to Molly’s full Shelf Talks episode (released June 9, 2025) to get even more insight on growing a brand, navigating retail, and what it really takes to land on shelves across the country.

Follow Shelf Talks so you don’t miss the rest of this week’s daily mini dives quick lessons, real founder stories, and trade show insights to help you build with confidence. 🎙️✨

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How to Follow Shelf Talks Podcast on social:

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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: [email protected]

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! [email protected]

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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This is a mini clip from my full conversation with Jia Liao, founder of Hot Pot Queen pulled especially since we are nearing Expo West week.

In this short drop, Jia shares the story of launching her brand the exact same day she showed at Natural Products Expo West. One day old. No retail accounts. And a booth build-out she now admits she didn’t need to spend that much on.

From hiring a company to custom-build her space to flying to California to film a promo video, she went all in without fully understanding she could’ve done it for a fraction of the cost.

But here’s the powerful part:
 That very first show led to regional distributors, 200+ stores in the Pacific Northwest, and eventually landing in Cost Plus World Market after nearly a year of consistent follow-up.

In this mini clip, you’ll hear:
 • The expensive mistake she made at her first Expo
 • What she learned about booth strategy
 • How real-time buyer feedback changed her confidence
 • Why showing up even when you feel new matters

If you’re building a product-based brand and thinking about trade shows, this one is for you.

Be sure to listen to the full episode with Jia for the complete story and even more retail insight released 3.9.2025

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How to Follow Shelf Talks Podcast on social:

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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: [email protected]

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! [email protected]

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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In this Retail Readiness Round of Shelf Talks, I put Toni Covington in the hot seat for three rapid-fire questions every product-based founder needs to hear.

If you’re preparing to pitch your first retail buyer, this segment is key for some major gems.

Toni shares why understanding your consumer is non-negotiable and how something as simple as visualizing your product on a specific retailer’s shelf (and putting that image directly into your pitch deck) can elevate your buyer presentation instantly.

We also talk about the trade shows and communities that actually moved the needle for Oktane, including the AATAC trade convention, which helped them break into C-stores and expand distribution through powerful community connections.

And when asked to finish the sentence, “Getting on shelf changed my business because…” her answer says everything about what retail placement really does for a founder’s confidence.

If you’re an emerging CPG brand looking to get retail ready, refine your pitch, and build momentum, this round is packed with practical insight you can apply immediately.

Press play and take notes.

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How to Follow Shelf Talks Podcast on social:

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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: [email protected]

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! [email protected]

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 break into C-stores and hospitals in one of the most competitive categories in CPG?

In this episode of Shelf Talks, I sit down with Toni Covington, Co-Founder & CEO of Oktane Energy, to unpack how she scaled a clean energy drink brand into 120+ C-store locations — without outside investors.

Toni shares how Oktane:

• Landed its first distribution deal by walking into a warehouse unannounced
• Sold out at Olympia and used that momentum to grow
• Pivoted and reformulated after listening to consumer demand
• Secured hospital placements by leaning into cleaner ingredients
• Turned down Shark Tank (twice) because they weren’t ready

We also dive into inventory planning, grassroots marketing in the powerlifting community, saying no to expensive sponsorships, and building a brand while still working a full-time corporate career.

If you’re an emerging CPG founder trying to:
 • Get into retail
 • Approach distributors with confidence
 • Decide when to pivot your formula
 • Scale without investors
 • Or protect your runway while growing

This episode is your retail playbook.

Press play and take notes  because sometimes the biggest growth move is simply asking for the opportunity.

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How to Follow Shelf Talks Podcast on social:

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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: [email protected]

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! [email protected]

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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In the Retail Readiness Round, Julie breaks down:

• What founders must stop doing when trying to scale in retail
• Why growing too fast can actually kill your brand on shelf
• The importance of repeat purchase, local velocity, and data
• What every founder should do before walking into a buyer meeting
• The mindset required to build a brand that lasts decades — not seasons

If you’re a product-based founder trying to get into retail stores, stay on shelf, and build a brand with real staying power, this episode delivers honest advice you won’t hear in a pitch deck.

🎧 Listen now and take notes this is retail strategy from someone who’s lived it.

Listen to the full episode released on 2.9.26

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How to Follow Shelf Talks Podcast on social:

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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: [email protected]

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! [email protected]

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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On this episode I’m sitting down with Julie Smolyansky, CEO of Lifeway Foods, a true retail powerhouse who took over a public company at just 27 years old and helped turn kefir into a nationally recognized category.

In this episode, Julie shares:
 ✨ How Lifeway grew from an immigrant family business to nationwide retail shelves
 ✨ The scrappy, unconventional strategies they used to get into stores without paying slotting fees
✨ What it’s like leading through doubt, bias, and pressure as a female CEO
✨ Why community, culture, and timing matter just as much as innovation in retail

If you’re a product-based founder dreaming of seeing your brand on shelf or keeping it there, this conversation is a must-listen.

Lifeway Foods Website: https://lifewaykefir.com/

Lifeway Foods Instagram: https://www.instagram.com/lifewaykefir/

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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: [email protected]

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! [email protected]

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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Getting into retail isn’t just about having a great product it’s about being retail ready before you ever sit across from a buyer.

In this Retail Readiness Round bonus episode of the Shelf Talks podcast, Roberta sits down with Kim Brown, founder of CocoExo, to break down the non-negotiables every product-based founder must have in place to win shelf space and stay there.

Kim shares real, practical insights on:

• Why inventory clarity and pricing can make or break your first retail buyer conversation
• The most underrated skill founders need to win and stay on shelf (hint: it’s not marketing ads)
• How networking directly impacts retail growth and buyer relationships
• Trade shows, events, and retail communities emerging brands should prioritize to get in front of the right buyers

If you’re a product-based entrepreneur preparing to pitch retailers, wondering what buyers actually expect, or trying to grow from local shelves to larger retail opportunities, this bonus episode is packed with actionable retail strategy you can apply immediately.

🎧 Listen to the full Retail Readiness Round episode of Shelf Talks now and get one step closer to being shelf-ready, buyer-confident, and retail-approved.

Full episode released 3/2

CocoXo Website: https://cocoxos.com/

New York Now: https://nynow.com/

Shoppe Object: https://shoppeobject.com/

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How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
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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: [email protected]

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! [email protected]

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book