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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

Event Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0Zba

How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: 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

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

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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/

SIMPLi Website: https://eatsimpli.com/

Support the show

Event Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0Zba

How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: 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

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

Send us Fan Mail

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

Event Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0Zba

How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: 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

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