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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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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 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.

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

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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! ✨

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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 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]

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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/

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

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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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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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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:

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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 episode of Shelf Talks, host Roberta sits down with Kim Brown, founder of CocoXo Body Care Love, to break down what it really takes to build a product-based brand that’s ready for retail and stay on shelf.

Kim shares her journey from making body butters in her kitchen to landing in independent retailers, TJ Maxx, Macy’s, and retail channels, all without shortcuts. This conversation is packed with real-world insight on pricing for retail, scaling production, navigating trade shows, working with manufacturers, and being honest with buyers so you don’t oversell and burn bridges.

If you’re an emerging or established founder trying to understand how buyers think, how to prepare for national retail, and how to build a brand that can grow sustainably, this episode is a must-listen.

In this episode, we cover:

• How Kim got her first retail placement by simply asking
• Pricing your product for where you want to be, not where you are today
• Using trade shows and incubators to get in front of retail buyers
• When to move from handmade to manufacturing (and how to do it right)
• What it really takes to stay on shelf at retailers like Macy’s and TJ Maxx
• Why visibility, honesty, and relationships matter in retail growth

Whether you’re pitching buyers, preparing for your first trade show, or trying to scale without losing margin, this episode delivers actionable insight you can apply immediately.

CocoXo Website: https://cocoxos.com/

CocoXo Instagram: https://www.instagram.com/cocoxos1/

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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What does it really take to walk into the Shark Tank — and walk out stronger as a founder?

In this episode clip from this week's full episode, Roberta sits down with Olivia Abrams, co-founder of TiCK MiTT, to unpack her unforgettable journey from building a mission-driven product to pitching on Shark Tank’s season finale  and Mark Cuban’s final episode ever.

Olivia shares the behind-the-scenes reality of getting on Shark Tank (including the surprising referral that landed her in front of producers), how she prepared for one of the most high-pressure pitches of her life, and what founders don’t see about the waiting, uncertainty, and emotional rollercoaster after filming.

You’ll hear:

• How Olivia prepared for Shark Tank by deeply mastering her category (to the point of “embarrassing a buyer”)
• The exact questions the Sharks always ask  and how to be ready for them
• How she divided pitch roles with her co-founder (and why that matters)
• What the real “Shark Tank effect” looks like on sales and inventory
• Why transparency with customers during post-air inventory challenges builds long-term trust
• The mindset shift required when your brand suddenly gets national exposure

This conversation is a must-listen for product-based founders, CPG entrepreneurs, and anyone dreaming of retail expansion or a Shark Tank moment of their own. Olivia’s story is a reminder that there is no playbook — only preparation, belief, and the courage to jump.

Support the show

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

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In this Retail Readiness Round, Roberta sits down with Tina Chamoun, Founder of Terranean Herbs, to break down what it really takes to prepare for retail success.

Tina shares practical, buyer-focused advice for founders getting ready to pitch their first retail buyer—why having accurate data, a clear story, and a category-first mindset matters more than hype. She explains how founders should position themselves as true partners to buyers by focusing on how their product will grow the category and bring in new customers.

She also opens up about the trade shows and events that actually moved the needle for Terranean, including why more targeted, category-specific shows helped her connect with major buyers like Walmart and Costco—and how slower-paced, buyer-heavy shows can create better opportunities for meaningful conversations.

To close, Tina reflects on how getting on shelf transformed her business, from expanded customer access to the credibility that comes with seeing your product succeed in retail.

If you’re an emerging founder preparing for retail, deciding which trade shows are worth it, or looking to understand what buyers truly value, this Retail Readiness Round is packed with insights you can apply immediately.

🎧 Tune in for real-world retail advice from a founder who’s done it—and done it right.

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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 episode of Shelf Talks, Roberta sits down with Tina Chamoun, founder of Terranean Herbs, to unpack her journey from practicing law to building an authentic Lebanese food brand now stocked in grocery stores across the country.

Tina shares how she turned a culturally rooted product into a retail-ready brand scaling with intention, navigating early retail without a pitch deck, and learning what truly drives velocity once you’re on shelf. From pricing strategically and leveraging demos, to following up with buyers and preparing for opportunities like Walmart Open Call, this episode is full of real-world retail insights for product-based founders.

You’ll also hear how Tina built a mission-led, all-women production team, implemented zero-waste practices, and used data, storytelling, and persistence to grow Terranean without outside investors.

If you’re an emerging brand looking to get into retail or scale once you’re already there—this episode is packed with practical lessons you can apply right away.

In this episode, we cover:

• Transitioning from law to launching a CPG brand
• Turning cultural food into a scalable retail product
• Getting into local stores and expanding to grocery chains
• What retail buyers actually care about (pricing, velocity, data)
• Using demos, promotions, and follow-up to drive sales
• Building a mission-led brand without investor pressure

Listen in to learn what it really takes to build and sustain success on the shelf.

Website: https://terraneanherbs.com/

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

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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]

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In this Retail Readiness Round, Psyche Terry—co-founder of Urban Hydration—drops unfiltered, real-world advice every product-based founder needs before pitching a retail buyer and after landing on shelf.

Psyche shares:

• The non-negotiables founders must know before their very first buyer conversation (hint: margins matter more than you think)
• The most underrated skill required to win and stay on shelf—especially when things don’t go as planned
• The key metric founders must track closely once in stores to avoid “buying customers” and hurting long-term profitability

This conversation goes beyond buzzwords and dives into the mindset, preparation, and financial discipline required to build a brand that lasts in retail—not just one that gets a yes.

🎧 Listen to the full episode to hear Psyche’s honest perspective on retail readiness, resilience, and protecting your profit while you scale.

Full episode released 1/12/26

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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