Shelf Talks

3 Rapid Retail Questions with Sarela Harrada, Co-Founder of SIMPLi

Send us Fan Mail [https://www.buzzsprout.com/2411532/fan_mail/new] Sarela Herrada, co-founder and CEO of SIMPLi, joins Shelf Talks for a candid conversation packed with actionable retail insights every product-based founder needs to hear before pitching buyers and launching into stores. If you're trying to get your brand into retail shelves in the next 6–12 months, this episode breaks down what actually makes a product retail-ready beyond simply having a great product. Sarela shares why category differentiation matters, how to create packaging that stops consumers in their tracks, and one surprising belief she had about retail that turned out to be completely wrong. You’ll also hear powerful lessons on founder networking, reaching out to industry leaders, and why events like Expo West can completely change the trajectory of your business. In this episode, you'll learn: • How to stand out in a crowded retail category  • Why packaging can make or break your retail success  • The mistake founders make assuming the best product always wins  • How founder relationships can accelerate growth  • Why networking opportunities create game-changing retail connections Whether you're preparing for buyer meetings, refining your product positioning, or building a shelf-ready brand, this episode delivers practical advice to help you get into retail stores — and win once you're there. Listen now and take one step closer to becoming truly retail ready. Listen to the full episode released May 18th. Support the show [https://www.buzzsprout.com/2411532/support] Event Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0Zba [https://urldefense.proofpoint.com/v2/url?u=https-3A__bit.ly_4sx0Zba&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=VvLrJvXRYRpc2tp5OrjI-AeKVd6M6YHUIpyaxWWWWSk&m=H5uVTXa_kMsMiTd629z4y-bpS1AaVbdxH8UP20bG1vpOMQP4-Oum_92RWuk58wyB&s=iaJWQDvQ8ocLPCqVAig1OdZp9KSRiHCpQDPJzPt3Z4M&e=] How to Follow Shelf Talks Podcast on social: Instagram: https://www.instagram.com/shelftalkspodcast/ [https://www.instagram.com/shelftalkspodcast/] Linkedin: https://www.linkedin.com/company/shelf-talks-podcast [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 [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 [https://amzn.to/44y4iFU]

How Sarela Herrada Built SIMPLi Into a Fast-Growing Retail Brand Through Regenerative Farming

Send us Fan Mail [https://www.buzzsprout.com/2411532/fan_mail/new] In this episode of Shelf Talks, Roberta sits down with Sarela Herrada, co-founder and CEO of SIMPLi, to unpack the journey of building a mission-driven food brand from the ground up and transforming regenerative agriculture into a fast-growing retail success story. Sarela shares how she turned a passion for nutrient-dense foods and sustainable sourcing into a brand now found on retail shelves nationwide. From investing her life savings into building international supply chains to landing accounts with food service partners and eventually scaling into major retailers, this conversation is packed with actionable insights for founders building consumer brands. You’ll hear how SIMPLi pivoted during COVID, why they launched in food service before retail, the scrappy LinkedIn outreach strategy that helped open doors, and what buyers really look for when evaluating emerging brands. Sarela also reveals lessons around retail growth strategy, packaging innovation, category disruption, inventory planning, velocity, and scaling operations without breaking your business. If you're a founder trying to get into retail stores, improve your retail pitch, understand category growth, or build a product consumers truly connect with, this episode is filled with practical takeaways. In this episode we cover:  • How SIMPLi built global supply chains from Peru and Greece  • Why regenerative organic products are changing the future of food  • Landing early partnerships and scaling through food service  • The strategy that helped SIMPLi get into retail stores  • How to pitch retail buyers and stand out in declining categories  • Packaging mistakes, customer feedback, and early retail lessons  • Why founders need to understand retail velocity and inventory planning  • Building a retail growth strategy that lasts Whether you're launching your first product, preparing for Whole Foods, or scaling your CPG brand, this episode delivers real lessons from the front lines of retail. SIMPLi Instagram: https://www.instagram.com/eatsimpli/ [https://www.instagram.com/eatsimpli/] SIMPLi Website: https://eatsimpli.com/ [https://eatsimpli.com/] Support the show [https://www.buzzsprout.com/2411532/support] Event Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0Zba [https://urldefense.proofpoint.com/v2/url?u=https-3A__bit.ly_4sx0Zba&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=VvLrJvXRYRpc2tp5OrjI-AeKVd6M6YHUIpyaxWWWWSk&m=H5uVTXa_kMsMiTd629z4y-bpS1AaVbdxH8UP20bG1vpOMQP4-Oum_92RWuk58wyB&s=iaJWQDvQ8ocLPCqVAig1OdZp9KSRiHCpQDPJzPt3Z4M&e=] How to Follow Shelf Talks Podcast on social: Instagram: https://www.instagram.com/shelftalkspodcast/ [https://www.instagram.com/shelftalkspodcast/] Linkedin: https://www.linkedin.com/company/shelf-talks-podcast [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 [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 [https://amzn.to/44y4iFU]

Rapid Retail Questions with Carrie Sporer, Co-Founder of SWAIR Hair

Send us Fan Mail [https://www.buzzsprout.com/2411532/fan_mail/new] In this Retail Readiness Round of Shelf Talks, Roberta sits down with Carrie Sporer for a candid conversation on what founders really need to know before landing on retail shelves. From understanding margins, tariffs, and shipping costs to creating consumer education that actually works in-store, Carrie shares the lessons that changed the way she built and scaled SWAIR Hair. They also dive into: • The retail assumptions that founders often get wrong • Why point-of-sale education and icons matter more than you think • The importance of knowing your numbers before pitching buyers • The networking events and founder communities that helped grow SWAIR Hair • How transparent founder relationships can unlock major business growth If you are a product-based founder preparing to pitch retail buyers, launch into stores, or grow your brand on shelf, this episode is packed with practical retail strategy and founder insights you can apply now. Listen to the full episode released 5.11.26 Support the show [https://www.buzzsprout.com/2411532/support] Event Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0Zba [https://urldefense.proofpoint.com/v2/url?u=https-3A__bit.ly_4sx0Zba&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=VvLrJvXRYRpc2tp5OrjI-AeKVd6M6YHUIpyaxWWWWSk&m=H5uVTXa_kMsMiTd629z4y-bpS1AaVbdxH8UP20bG1vpOMQP4-Oum_92RWuk58wyB&s=iaJWQDvQ8ocLPCqVAig1OdZp9KSRiHCpQDPJzPt3Z4M&e=] How to Follow Shelf Talks Podcast on social: Instagram: https://www.instagram.com/shelftalkspodcast/ [https://www.instagram.com/shelftalkspodcast/] Linkedin: https://www.linkedin.com/company/shelf-talks-podcast [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 [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 [https://amzn.to/44y4iFU]

From Personal Frustration to Retail Shelves: Carrie Sporer’s Story Behind SWAIR Hair

Send us Fan Mail [https://www.buzzsprout.com/2411532/fan_mail/new] In this episode of Shelf Talks, host Roberta Townes sits down with Carrie Sporer, co-founder of SWAIR Hair to talk about building an innovative beauty brand that is disrupting the haircare category with showerless shampoo solutions designed for real life routines. Carrie shares the founder journey behind creating a product that solved a personal pain point, how she identified a white space opportunity in the beauty and haircare market, and what it really takes to launch, grow, and scale a product-based business in retail. From product development and customer education to retail expansion, brand storytelling, and building consumer trust, this episode is packed with actionable insights for emerging founders looking to get their products into retail stores. If you are a founder trying to grow a CPG brand, beauty brand, or product-based business, this conversation covers key topics including: *  How to create a retail-ready beauty product  *  Building a disruptive haircare brand from scratch  *  Scaling an emerging consumer packaged goods brand  *  Founder lessons on innovation and product positioning  *  How to stand out in competitive retail categories  *  Marketing strategies for beauty and wellness brands  *  What founders need to know before expanding retail distribution  *  The realities of entrepreneurship behind fast-growing brands  Whether you are preparing to pitch retail buyers, grow brand awareness, improve your product positioning, or drive sales once on shelf, this episode delivers honest founder insights and practical retail growth strategies you can apply to your own business. Swair Hair Instagram: https://www.instagram.com/swairhair/ [https://www.instagram.com/swairhair/] Swair Hair Website: https://www.swairhair.com/ [https://www.swairhair.com/] Support the show [https://www.buzzsprout.com/2411532/support] Event Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0Zba [https://urldefense.proofpoint.com/v2/url?u=https-3A__bit.ly_4sx0Zba&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=VvLrJvXRYRpc2tp5OrjI-AeKVd6M6YHUIpyaxWWWWSk&m=H5uVTXa_kMsMiTd629z4y-bpS1AaVbdxH8UP20bG1vpOMQP4-Oum_92RWuk58wyB&s=iaJWQDvQ8ocLPCqVAig1OdZp9KSRiHCpQDPJzPt3Z4M&e=] How to Follow Shelf Talks Podcast on social: Instagram: https://www.instagram.com/shelftalkspodcast/ [https://www.instagram.com/shelftalkspodcast/] Linkedin: https://www.linkedin.com/company/shelf-talks-podcast [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 [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 [https://amzn.to/44y4iFU]

5 Things I'm Loving Right Now Founders are Doing to Drive Awareness, Traffic & Sales to Retail Stores

Send us Fan Mail [https://www.buzzsprout.com/2411532/fan_mail/new] If you're a product-based founder trying to figure out how to drive traffic to retail stores, increase sell-through, and stand out on crowded shelves, this episode breaks down exactly what’s working right now. In this solo episode of Shelf Talks, we’re diving into 5 proven retail marketing strategies founders are using to boost in-store sales, build brand awareness, and strengthen retailer relationships in today’s competitive landscape. With more competition than ever from Amazon, DTC brands, and major retailers getting on shelf is just the beginning. The real challenge? Getting customers to choose your product once you’re there. Inside this episode, you’ll learn how to: *  Use social media to drive in-store traffic by strategically shouting out retail partners  *  Leverage retail trade shows and buyer events to expand distribution and build relationships  *  Create retail exclusives and limited-time offers (LTOs) that make your product a must-buy in specific stores  *  Tap into unexpected brand collaborations to generate buzz and increase retail velocity  *  Show up as a founder in-store to build trust, connect with customers, and drive real sales These aren’t just trends they’re actionable retail growth strategies that successful founders are using right now to win at retail, increase product sell-through, and become a top-performing brand on shelf. Whether you're preparing to pitch to buyers, launching in your first retail account, or looking to scale in stores like Target, Whole Foods, Ulta Beauty, or specialty retail, this episode will give you the clarity and strategy you need. 🎧 Hit play to learn how to turn your retail placement into real momentum and real revenue. Support the show [https://www.buzzsprout.com/2411532/support] Event Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0Zba [https://urldefense.proofpoint.com/v2/url?u=https-3A__bit.ly_4sx0Zba&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=VvLrJvXRYRpc2tp5OrjI-AeKVd6M6YHUIpyaxWWWWSk&m=H5uVTXa_kMsMiTd629z4y-bpS1AaVbdxH8UP20bG1vpOMQP4-Oum_92RWuk58wyB&s=iaJWQDvQ8ocLPCqVAig1OdZp9KSRiHCpQDPJzPt3Z4M&e=] How to Follow Shelf Talks Podcast on social: Instagram: https://www.instagram.com/shelftalkspodcast/ [https://www.instagram.com/shelftalkspodcast/] Linkedin: https://www.linkedin.com/company/shelf-talks-podcast [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 [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 [https://amzn.to/44y4iFU]