Tenley Fitzgerald, Vice President of Marketing, Yes! Apples
Since joining the Yes! Apples team in June 2020, Tenley Fitzgerald has developed the organization from the ground up. Her focus has been implementation of a multi-pronged strategy of working with retail partners and developing and managing various campaigns via social media, email, public relations, direct marketing, partnerships and sponsorships.
Fitzgerald also initiated and led the development of the Yes! Apples e-commerce channel where customers can purchase 9-count boxes of apples directly from the farm. This is the first direct-to-consumer apple brand of its kind. Beyond its e-commerce channel, she seeks out new retailer partners, including regional chains, e-commerce and grocery delivery.
She also created and leads Yes! Apples’ partnerships with 1% for the Planet, National Young Farmers Coalition, The Giving Grove, and Cornell Small Farms. Fitzgerald advocates for women in business, especially produce, taking care of and protecting the planet, creating an inclusive food system, and building community and connection through great-tasting apples.
Fitzgerald has taken a trade-focused organization and evolved it into an all-things-consumer brand, which continues to grow. Using the power of branding and marketing to connect with consumers and share stories about Yes! Apples grower partners and the high-quality apples they produce, her mission is to get consumers excited about apples, help them find and try new varieties, and find
new ways to incorporate them into their day-to-day lives.
A trait that allows her to stand out is her creativity in developing new ways to reach existing and prospective customers, educating them about New York apples and how they differ in taste versus those grown elsewhere. A New York native who grew up on the shores of Lake Ontario, she brings a unique perspective on apples grown in the rich soil of this region of the Empire State.
She is a true advocate for sustainability, leading the charge to reduce plastic in packaging used as well as focusing on highlighting recycling efforts.