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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

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 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

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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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

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’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

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 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/

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: 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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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: 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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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: 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 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 products, this episode is a must-listen.

Fly by Jing: https://flybyjing.com/

Fly by Jing Instagram: https://www.instagram.com/flybyjing/

Jing's Instagram: https://www.instagram

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: 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