How Two Beverage Industry Veterans Karishma & Tekla Are Reinventing Energy Drinks with KEY Energy

Rapid Retail Questions with Karishma & Tekla, Founders of KEY Energy

Send us Fan Mail [https://www.buzzsprout.com/2411532/fan_mail/new] In this Retail Readiness Round, Karishma Thawani and Tekla Black get tactical about what actually keeps a brand on shelf. They break down which communities and trade shows delivered real value, why founders should prioritize velocity and density over vanity door counts, and how demos, retailer relationships, promotions, and full-margin math determine whether retail becomes profitable growth or an expensive lesson. If you're deciding where to spend your next retail dollar, this is a concise masterclass in allocation, execution, and cash-flow discipline. Key takeaways: * Startup CPG, Expo West, BevNet, and Beverage Forum were highlighted as high-value ecosystems for connections and coverage. * The biggest myth: getting into retail is not the same as succeeding in retail. Door count without velocity is a costly distraction. * Slotting is often negotiable, but treat negotiations carefully and intentionally. * To stay on shelf: founders should personally support demos, build relationships with store teams, plan promotions with clear cash-flow assumptions, and do the full margin math before every retail program. Listen if you want practical retail execution advice, not just shelf-placement theory. Listen to the full episode released 6.8.26 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]

How Two Beverage Industry Veterans Karishma & Tekla Are Reinventing Energy Drinks with KEY Energy

Send us Fan Mail [https://www.buzzsprout.com/2411532/fan_mail/new] This week's Shelf Talks Podcast I sat down with Karishma Thawani and Dr. Tekla Black founders of KEY energy. From Karishma's personal health journey that inspired the idea to Tekla's deep expertise in nutrition science and retail strategy, they share how complementary skills, consumer research, and relentless persistence helped them launch into retail and secure placements with retailers like Erewhon, Market District, and beyond. They also reveal the realities of building a beverage brand from the ground up, including: • Conducting consumer research before building the product • Continuing to perfect the formulation • Landing early retail placements before launch • Using grassroots sampling and community partnerships to drive velocity • Raising capital as first-time founders • Building a retail-first growth strategy in one of the most competitive categories in CPG Whether you're building a food or beverage brand, preparing to pitch retail buyers, or looking to understand what it really takes to create a disruptive product in an established category, this episode is packed with actionable insights and founder lessons. Connect with Key Energy: Instagram: @drinkkey.life [https://www.instagram.com/drinkkey.life/?hl=en] Website: drinkkey.com [http://www.drinkkey.com] Try your first KEY and get 15% using code KEY15 at checkout on their website. Enjoying Shelf Talks? Subscribe, leave a review, and share this episode with a founder who's building their way onto retail shelves. 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 Stacie Skinner, Founder of Superb Bakehouse

Send us Fan Mail [https://www.buzzsprout.com/2411532/fan_mail/new] In this Retail Readiness Round, Stacie Skinner, founder of Superb Bakehouse, shares three powerful insights every founder should hear before pursuing retail growth. From knowing when you're truly ready for retail to preparing for buyer meetings and staying connected to the joy behind your business, Stacie offers practical advice grounded in her journey from farmers markets to national retail shelves. In this short but impactful conversation, you'll learn: • The biggest sign that your product is ready for retail expansion • How to mentally prepare before walking into a buyer meeting • Why demand matters more than excitement when pursuing retail • The mindset shift founders need to make beyond landing a purchase order • How staying connected to your purpose can help you navigate the challenges of entrepreneurship Whether you're preparing to pitch buyers, evaluating your retail readiness, or working to grow your product-based business, this episode offers a valuable reminder that retail success starts with customer demand—and lasts when you don't lose sight of why you started. Listen to the full Shelf Talks conversation with Stacie Skinner to hear how she built Superb Bakehouse from a homemade solution for her son into a nationally distributed food brand. 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 Farmers Markets to Whole Foods: How Stacie Skinner Grew Superb Bakehouse One Store at a Time

Send us Fan Mail [https://www.buzzsprout.com/2411532/fan_mail/new] What happens when a mom can't find safe, nutritious, and delicious food for her child with severe food allergies? She creates it herself. In this episode of Shelf Talks, I sit down with Stacie Skinner, founder of Superb Bakehouse, to discuss how a homemade solution for her son's food allergies evolved into a nationally distributed frozen waffle brand found on retail shelves across the country. Stacie shares her remarkable journey from baking in her home kitchen and selling at local farmers markets to landing in Whole Foods, Harris Teeter, Market District, Wegmans, Costco rotations, and more. Along the way, she reveals the strategies that helped her grow, stay on shelf, and scale manufacturing while remaining committed to quality. We discuss: • How a personal family challenge became a retail-ready business • Using farmers markets to validate products and identify a hero SKU • The grassroots retail pitch that landed her first store placement • Why product demos remain one of the most powerful tools for driving trial and sales • Building consumer trust through premium ingredients and product quality • The realities of scaling manufacturing and investing in production capacity • Navigating retail pricing, slotting fees, and category competition • How alternative channels like Sunbasket and Harry & David helped drive national awareness • The decision to rebrand from Lopaus Point to Superb Bakehouse • What it takes to stay on shelf once you've landed retail distribution This conversation is packed with practical insights for emerging food and beverage founders looking to grow beyond local markets and build a lasting retail brand. If you're working toward retail placement, scaling production, or searching for ways to stand out in a crowded category, this episode is full of valuable lessons you won't want to miss. Superb Bakehouse Instagram: https://www.instagram.com/superbbakehouse/ Superb Bakehouse Website: https://www.superbbakehouse.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]

From a Backpack to Retail Shelves: Denise Woodard’s Early Retail Strategy Building Partake

Send us Fan Mail [https://www.buzzsprout.com/2411532/fan_mail/new] Denise Woodard didn’t launch into national retail overnight. Before building Partake Foods into the powerhouse brand it is today, she was hand-unloading pallets, storing inventory in a storage unit, and walking into stores with cookies in a backpack. In today’s Shelf Talks episode, we’re revisiting a part of my powerful conversation from October 2025 where Denise shares the scrappy, early-stage strategies that helped her get Partake Foods onto shelves. From using competitor store locators to build her first retail target list, to personally demoing products and promising store owners she’d come back until every box sold, Denise breaks down what it really looked like to build retail momentum from the ground up. You’ll hear how she:  • Identified her first retail opportunities  • Landed early independent accounts  • Used demos as her first marketing strategy  • Collected customer feedback that reshaped packaging and positioning  • Turned grassroots hustle into larger retail opportunities If you’re an emerging founder dreaming of getting into retail stores, this episode is proof that big retail wins often start with small, consistent action. Listen to the full episode released 10/06/2025 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]