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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

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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]

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If you're a product-based founder trying to get into retail stores—and actually stay there—this episode is your blueprint.

In this episode of Shelf Talks, I sit down with Marisa Sergi, CEO and co-founder of a multi-brand wine company, to break down what it really takes to build a retail-ready brand, pitch buyers with confidence, and scale from small beginnings to major retail shelves across the country.

Marisa shares her journey from earning just $500 paychecks while starting her brand… to cold calling retailers, building trust with buyers, and turning data into sales stories that win shelf space. This is a masterclass in retail strategy, persistence, and smart scaling for any founder looking to grow in stores.

We also dive into what happens after you land retail—because getting on the shelf is only half the battle.

In this episode, you’ll learn:

•  How to get your product into retail stores (even with no connections) 
•  The exact approach to cold calling and pitching retail buyers
•  Why data and storytelling are key to winning more accounts 
•  The biggest mistakes founders make that cost them retail deals 
•  How to drive in-store sales and build trust with retailers
•  When to cut SKUs and focus on what actually sells
•  What it takes to scale a product-based business in retail

If you're struggling with:

•  Getting in front of buyers 
•  Not knowing what to say in your pitch 
•  Products sitting on shelves without selling 
•  Or feeling stuck after landing your first retail account… 

This episode will give you the clarity and confidence to move forward.

Luva Bella Instagram: https://www.instagram.com/luvabellawines/

Luva Bella Website: https://luvabella.com/winery/

Brew Kettle Website: https://thebrewkettle.com/

The Fresh Patch Podcast - Where Good Pets Get It.

Welcome to the Fresh Patch Podcast where we talk about everything, from dog...

Listen on: Apple Podcasts  

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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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Trade shows like Expo West are exciting for product founders. You spend months preparing your booth, sampling your product, and finally getting the chance to meet retail buyers face-to-face.

But here’s what many founders don’t realize:

Getting your product into retail stores rarely happens at the trade show itself. It happens in the follow-up.

In this solo episode of Shelf Talks, I’m breaking down 5 strategic ways to follow up with retail buyers after a trade show so your brand stays memorable and moves closer to landing on retail shelves.

If you're a product-based founder trying to get your products into retail stores, your post–trade show strategy can be the difference between being forgotten and building a long-term retail partnership.

Inside this episode, you’ll learn:

• How to send a personalized follow-up email that retail buyers actually remember
• The retail-ready assets buyers need to evaluate your brand
• How to reinforce your retail story and product differentiation
• Why sending a post-trade-show product sample can move conversations forward
• How to use LinkedIn to stay visible with retail buyers and build relationships

Whether you just exhibited at Expo West, walked a regional trade show, or are preparing for your first event, these strategies will help you turn those booth conversations into real retail opportunities.

If you’re serious about getting your product on retail shelves, pitching retail buyers with confidence, and growing your product-based business, this episode is for you.

🎧 Follow Shelf Talks so you never miss an episode packed with insights to help you grow your brand, develop your retail strategy, and land more retail accounts.

Support the show

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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In this special Retail Readiness Round from Shelf Talks, Fly By Jing founder Jing Gao shares what it really takes for a product-based business to succeed in retail.

If you're a founder working toward getting your product onto store shelves, this rapid-fire segment breaks down the essential elements buyers and retailers expect before saying yes.

Jing dives into the fundamentals of retail readiness, including why proof of concept matters, how a clear value proposition should show up directly on your packaging, and why your product needs to stand out enough to move off the shelf on its own.

She also shares three non-negotiables every founder must understand before pitching retail—from margin structure and hidden retail costs to the financial resources required to support a retail launch. Plus, she highlights a mistake that can permanently damage retailer relationships: failing to deliver on supply chain commitments.

You’ll learn about:
 • What makes a product truly shelf ready
• The three non-negotiables before pitching retail buyers
• Why margin structure and retail costs matter more than most founders realize
• The importance of supply chain readiness and delivering on time and in full
• How getting on retail shelves unlocks access to a broader consumer base

If you're preparing to pitch retailers or scale your brand in stores, this quick Retail Readiness Round delivers powerful insight from a founder who successfully built a globally recognized food brand.

Listen to the full episode released 3/9/2026

Support the show

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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What does it take to turn a cultural idea into a global CPG brand—and land on thousands of retail shelves?

In this episode of Shelf Talks, Roberta Townes sits down with Jing Gao, Founder and CEO of Fly By Jing, the flavor-forward food brand that brought authentic Sichuan flavors into mainstream grocery stores across the U.S.

Before Fly By Jing became a breakout CPG success found in Whole Foods, Target, Costco, Walmart, and 12,000+ stores, Jing was hosting supper clubs around the world, carrying rare Chinese ingredients in her suitcase and introducing people to flavors they had never experienced before. That insight eventually led to one of the most talked-about launches in modern food entrepreneurship.

In this conversation, Jing breaks down the real strategy behind building a modern food brand—from launching with Kickstarter and DTC, to building demand through organic social media and earned press, to scaling into retail distribution and national grocery chains.

If you’re a food founder, CPG entrepreneur, or product-based business owner looking to get into retail, this episode is packed with real insights on how to grow a brand without losing authenticity.

You’ll learn:

• How Jing identified a gap in the U.S. food market after attending Expo West
• Why she started with Kickstarter and direct-to-consumer before retail
• How Fly By Jing went from small-batch kitchen production to national distribution
• What founders need to know about retail buyers, shelf strategy, and packaging for grocery stores
• The role of press, organic social, and word-of-mouth in driving demand
• Why Fly By Jing said no to retail for two years before entering Whole Foods
• How the brand scaled through COVID supply chain disruptions and explosive demand
• The strategy behind collaborations, innovation, and expanding product categories
• How to navigate venture funding, investor rejections, and scaling a food startup

Jing also shares honest insights about pitching investors who didn’t believe Asian food could scale—and how persistence, culture, and consumer demand ultimately proved them wrong.

Whether you're preparing for Expo West, building a CPG startup, or trying to understand what retail buyers look for when selecting new

The Fresh Patch Podcast - Where Good Pets Get It.

Welcome to the Fresh Patch Podcast where we talk about everything, from dog...

Listen on: Apple Podcasts  

Support the show

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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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. 🎙️

Support the show

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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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. 🎙️

Support the show

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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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.

Support the show

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

Send us Fan Mail

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. 🎙️✨

Support the show

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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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

Support the show

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