Shelf Talks
Shelf Talks is the go-to podcast for female founders, product-based entrepreneurs, and emerging brands who want to learn how to get their products into retail stores and thrive once they’re there.
Hosted by Roberta Townes, a seasoned retail buyer, each weekly episode features unfiltered conversations with founders who’ve landed on shelves at top retailers. You’ll learn exactly how they pitched to buyers, built retail partnerships, scaled wholesale distribution, and grew brand awareness all while navigating the real challenges of building a product-based business.
If you’re ready to turn your product into a retail success story, discover what retail buyers look for, and gain insider tips on wholesale strategy, retail readiness, and in-store growth, this is your podcast.
New episodes drop every week, subscribe to Shelf Talks and learn how to get your brand retail-ready and thriving on the shelf.
Also if you are looking for more knowledge, host Roberta Townes book 'Shelf Talk: A Step by Step guide to getting your Product in Retail Stores' is available on Amazon.
Shelf Talks
MINI DIVE TRADE SHOWS: She spent $20K on Her First Expo West Booth (Big Mistake?)
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This is a mini clip from my full conversation with Jia Liao, founder of Hot Pot Queen pulled especially since we are nearing Expo West week.
In this short drop, Jia shares the story of launching her brand the exact same day she showed at Natural Products Expo West. One day old. No retail accounts. And a booth build-out she now admits she didn’t need to spend that much on.
From hiring a company to custom-build her space to flying to California to film a promo video, she went all in without fully understanding she could’ve done it for a fraction of the cost.
But here’s the powerful part:
That very first show led to regional distributors, 200+ stores in the Pacific Northwest, and eventually landing in Cost Plus World Market after nearly a year of consistent follow-up.
In this mini clip, you’ll hear:
• The expensive mistake she made at her first Expo
• What she learned about booth strategy
• How real-time buyer feedback changed her confidence
• Why showing up even when you feel new matters
If you’re building a product-based brand and thinking about trade shows, this one is for you.
Be sure to listen to the full episode with Jia for the complete story and even more retail insight released 3.9.2025
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Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book