How did Trader Joe’s become a national chain of 475 different grocery stores? “By being comfortable being different,” the company writes in its announcement of its Inside Trader Joe’s podcast series, adding its name to the long, long list of branded podcast creators out there.

“For the first time, our Captains (store managers) and Crew Members (employees) are taking you Inside Trader Joe’s in a new 5-part series,” the company’s announcement reads.

Inside Trader Joe’s was released in full on the company’s website and across multiple podcast platforms, including Apple Podcasts, Spotify, Google Play and Stitcher. The company declined to comment on how it planned to promote the content or measure its success, though Apple’s recently released podcast analytics tool will likely give the brand the tools to determine if it’s meeting audience expectations.

“Inside Trader Joe’s has allowed us the air—literally—to delve a little deeper into our story and to answer the questions our customers have asked of us, in our own fun and interesting way,” said a Trader Joe’s spokesperson in a statement. “It’s a good start to a conversation we hope to continue.”

For the most part, the podcast purports to educate consumers on the Trader Joe’s brand message, such as whether it plans to sell products online (it doesn’t) and what it takes to get Trader Joe’s to open a new location in a consumer’s neighborhood (asking them). Additionally, Inside Trader Joe’s promises to expose its audience to never-before-heard stories (they once almost went out of business), and its plans for the future (growth).

Though the podcast series is currently limited to five episodes, the retailer hopes that they will have reason to make more.

“We have many more stories to tell,” a Trader Joe’s spokesperson told AListDaily. “So yes, we are interested in producing more episodes.”