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You can use Tableau's Pivot feature in the Data Source editor to accomplish exactly what you are trying to do. Edit Data Source, select the columns you want to pivot, and then click Pivot as shown in the screen shot below.
This will create a field called "Pivot Field Names" which you could rename to "Fruit", and "Pivot Field Values" which you could rename to "Rating".
Thank you so much Steve! You are a life saver!