On today’s episode, I sit down with Tenley Fitzgerald, the creator of Yes! Apples, a consumer brand built to bring clarity and differentiation to the apple category.

If you’ve ever walked into a grocery store and felt overwhelmed by the number of apple varieties, that’s exactly the problem Tenley is trying to solve. Yes! Apples is built around making the category easier to navigate, using branding and packaging to help make consumers make more informed decisions at shelf.

In this conversation, we get into how apples are sourced and sold at scale, how the business works across retail and direct-to-consumer, and what it looks like to build a brand in a category where most products are still treated as commodities.

I learned so much during my conversation with Tenley, and I hope you enjoy it as much as I did.