From Farmers Markets to Whole Foods: How Stacie Skinner Grew Superb Bakehouse One Store at a Time

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. 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]

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]