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Shelf Talks
Shelf Talks is the podcast for female founders, CPG entrepreneurs, and product-based business owners who want to get their products into retail stores and build brands that thrive once they're on the shelf.
Hosted by Roberta Townes, a retail buyer with more than 15 years of experience discovering and launching products at national retailers, each weekly episode features honest conversations with female founders who have successfully landed on retail shelves. Together, they pull back the curtain on how they pitched buyers, built wholesale partnerships, scaled distribution, increased brand awareness, and overcame the challenges of growing a product-based business.
Whether you're preparing for your first retail pitch or looking to expand into more stores, you'll gain practical strategies for retail readiness, wholesale growth, buyer expectations, merchandising, and increasing sell-through once your product hits the shelf.
If you're ready to turn your product into a retail success story, you're in the right place.
New episodes drop every week. Subscribe to Shelf Talks and learn what it really takes to get your brand retail-ready and winning in stores.
Looking for even more retail guidance? Roberta's book, Shelf Talk: A Step by Step Guide to Getting Your Product in Retail Stores, is available on Amazon.
Shelf Talks
Scaling Smart: Product, Pricing & Pivoting with Scout Brisson CEO of De Soi
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In this episode of Shelf Talks, I’m joined by Scout Brisson — co-founder of functional cookie dough brand Deux and current CEO of De Soi, the non-alcoholic apéritif brand co-founded with Katy Perry.
Scout takes us inside her journey from management consulting to leading not one, but two standout brands in the crowded world of CPG. We dive into the real behind-the-scenes of building product-market fit, pitching to skeptical retailers, and standing out in a category that didn’t even exist yet.
You’ll hear:
- Why packaging and pricing can make or break your shelf success
- The importance of forecasting, iteration, and customer feedback
And her strategy for getting De Soi into stores, menus, and the hands of consumers — without relying solely on digital
Plus, Scout shares honest reflections on founder pressure, what it’s really like to lead a celebrity-backed brand, and how she's staying focused on building smart, sustainable growth.
Whether you’re launching your first product or looking to scale into retail, this episode is full of golden insights and founder wisdom you don’t want to miss.
Press play and get ready to take notes!
Chapters
00:00 The Journey of a Female Founder
03:43 Launching Dough During COVID
06:47 Building a Brand Identity
08:09 Transitioning to CEO of De Soi
10:18 Navigating Retail Challenges
12:13 Convincing Retailers to Stock New Products
14:20 Adapting Pricing Strategies
16:17 Aha Moments in Packaging
20:22 Learning from Customer Feedback
21:57 Strategies for Brand Growth
25:17 Key Events for Brand Awareness
27:19 Differentiating in a Crowded Market
29:52 The Importance of Iteration in Product Development
30:56 Manufacturing Challenges and Inventory Management
33:47 Forecasting and Inventory Strategies
36:21 Driving Consumer Awareness in Retail
39:10 Measuring Marketing Effectiveness
42:35 The Value of Exclusivity in Retail Partnerships
46:03 Future Vision for DeSois and Product Innovation
De Soi Website: https://drinkdesoi.com/De Soi Instagram: https://www.instagram.com/drinkdesoiScout's LinkedIn: https://www.linkedin.com/in/scout-brisson-558674121
Event Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0Zba
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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