Ilay Karateke is the co-founder and CEO of Bezi, the labneh brand on a mission to make the Middle Eastern spreadable cheese a mainstream category in America. On this episode of ITS, Ilay walks Ali through the primary questions she continually asks herself as she's building Bezi, explains why she is turning down bigger distribution, and why slow and steady is key when you're working with constraints like the refrigerator and awareness.

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