Beginning with a modest flower shop in 1999, Tariq Farid evolved his local business into a global success by providing exceptional experiences for his customers. As the founder and CEO of worldwide gifting leader Edible®, Farid is celebrated for his innovative approach to gifting, entrepreneurship and technology. Under his leadership, the company has emerged as a global phenomenon, offering an array of fresh, delectable treats designed to turn everyday moments into extraordinary memories.
Outside of his business endeavors, Farid also founded the Tariq & Asma Farid Foundation, a nonprofit that advances global well-being by funding programs in food security, healthcare access and educational support. His contributions to the industry have not gone unnoticed, earning him prestigious accolades, including the International Franchise Association (IFA) Entrepreneur of the Year award in 2009 and a place in the IFA Hall of Fame.
Tariq Farid: The Inspirational Story
Tariq Farid’s journey from Pakistan to the United States at the age of 12 marks the beginning of an inspiring story. Having immigrated with his family at a young age, Farid learned the value of hard work early on, beginning with delivering newspapers and cutting grass around the neighborhood. His first official job was at Farricielli’s Flowers in West Haven, Connecticut, where he was encouraged to embrace his entrepreneurial spirit. There, he learned the importance of caring for employees and customers alike. Leveraging this nurturing environment, along with the support of his family and a small business loan from a family friend, Farid made a pivotal step in his career by purchasing a flower shop at the age of 17.
Farid’s flower shop laid the groundwork for his success today. With a close eye on the market, his strategic decision to blend the allure of fresh fruit with the artistry of floral arrangements allowed him to tap into an untapped market, revolutionizing the concept of gifting. This venture was initially operated out of a tiny space within the flower shop, but things took off fast. With more orders coming in each day, Farid continued to expand, fueling the company’s success.
Over the past 25 years, Edible’s audience has grown tremendously. Today, Edible is eager to welcome the next generation of trendsetting gift-givers. Through a dynamic brand refresh, which includes a contemporary visual identity, an innovative flagship store prototype and an expanded range of delectable offerings, Edible is ushering in a new era led by the next generation of Farid’s own family, Somia Farid Silber, who was recently appointed as President of Edible in 2023.
The Company Preface
Established in 1999, Edible—formerly known as Edible Arrangements—became synonymous with its iconic fruit arrangements. At the heart of Edible’s vision was the convergence of three key trends: the increasing preference for fresh fruit, the rapid growth of the specialty foods market and the expansive culture of gift-giving in America. This trifecta of insights served as the catalyst for Edible’s creation and continued success, offering an array of fresh and visually stunning products. Today, the company has evolved into an innovative e-commerce gifting hub that is uniquely supported by locally owned brick-and-mortar locations across the globe.
Transcending Beyond Challenges
When creating a business, overcoming obstacles and celebrating success go hand in hand. For Edible, funding was one of the first and biggest hurdles in its early years. Farid prepared a comprehensive business plan to secure a $120,000 loan, but it was turned down because no one believed the idea would succeed. Unwavering in his commitment, Farid built upon the small loan from his family friend by self-financing the venture, leaning on his experience in the floral industry to ensure a successful business outcome. This background taught him the value of delivering something meaningful for customers and equipped him to execute his vision on a larger scale. It was then a matter of execution and figuring out how to grow effectively.
The inaugural holiday season for Edible was Easter in 1999, with the team dedicated an entire day to make 28 arrangements. The meticulous, hand-cut process was no easy feat, yet the positive feedback from those initial customers was a testament to the potential of Farid’s concept. After that, there was no turning back. Farid and his team dove in head-first, focusing on various elements that fueled business growth, such as developing food-safe packaging to preserve the freshness of the fruit. Alongside this growth, Farid also nurtured his passion for IT, which enabled him to design computer systems that automated order processing, production and profitability tracking, streamlining overall supply chain management.
Whether streamlining operations or supporting a global team, Farid’s desire to create WOW-worthy moments has always been at the core of Edible’s ethos. This drive stems from his belief in the power of word-of-mouth and a deep-seated dedication to customer satisfaction. The company’s dedication to its clients was a major force behind its success because, according to Farid, “In the end, clients don’t remember prices; rather, they remember the positive experiences you provided.”
The Secret Behind Edible’s Global Success
The success of expanding Edible internationally can be attributed to several key strategies and decisions. Perfecting the franchise model has allowed the team to scale rapidly without sacrificing consistency or brand integrity. Today, Edible has hundreds upon hundreds of storefronts across the globe with dedicated franchisees that place the same value on personalization and customer service as its founder, which has been critical for worldwide success.
Edible analyzes local markets to adapt its offerings, utilizing fresh ingredients and local fruit to appeal to the diverse tastes of each region. This approach ensures a memorable experience that marries high-quality craftsmanship with regional relevance, maintaining Edible’s commitment to excellence and innovation in every bite. This approach has influenced original, culturally relevant ideas and product development, which has helped the company succeed on a global scale.
This same commitment to the global community inspired Farid and his wife, Asma, to establish the Tariq & Asma Farid Foundation in 2013. The foundation actively funds and supports various programs to provide essential nutrition to underserved populations, improving access to quality healthcare for those in need and promoting educational opportunities to empower individuals and communities. Beyond these core areas, the foundation also dedicates resources to disaster relief and economic development initiatives, taking a holistic approach to philanthropy that addresses immediate needs while fostering long-term resilience and growth in communities worldwide.
Embracing the Latest Technologies
Embracing technology has been another critical aspect of Edible’s success. Farid’s fascination with computers sparked during his early days at his first flower shop, leading him to establish an IT company within that very setting. This initiative led to the birth of Netsolace®, a technological firm designed by Farid that delves into the intricacies of franchising—an area crucial to Edible’s expansion. Farid’s extensive knowledge of franchise operations urged him to provide innovative solutions and support tailored to the unique needs of franchise businesses through Netsolace. Today, Edible continues to invest in user-friendly online ordering platforms and e-commerce solutions to make it easier for clients to interact with the company, enjoy their products and consistently experience moments that foster customer loyalty and leave a lasting impression.
Creating a New Dimension
Edible has always believed that every moment is an opportunity for celebration, whether customers are looking for a gift for a significant milestone or a sweet treat after a long day. Its initial offering, fresh fruit arrangements, is still known and loved by many, but today, Edible also offers a range of specialty gifts suited to several occasions and price points. To build on its existing audience and attract new, younger consumers, Edible introduced a range of new offerings, including dessert boards, cheesecakes, brownies, cookies, cakes, farm-fresh flowers and more. This approach aligns with current trends and positions the brand to meet evolving customer needs.
Farid shared additional insight into the future of the brand, emphasizing the enduring appeal of its creative fruit arrangements while also highlighting the significance of this brand refresh. Farid told The Inc. Magazine, “Edible has always stood out for our creative fruit arrangements, and we’ve always been a key player during those more monumental gifting moments, but this brand refresh brings us into the next generation. It’s our vision for ‘what’s next,’ and it will continue to guide the brand’s strategic choices. Some examples include a more contemporary appearance and feel at every consumer touchpoint, a creative store and a wider selection of products. These new menu items invite new interactions with our brand and serve as a reminder to the patrons—especially the younger ones—that Edible is your go-to source for transforming ordinary moments into extraordinary ones.”
Words of Wisdom from Tariq Farid
“Run with any idea or inspiration, even if it’s not fully baked. You don’t need to wait for the data to be there or for the concept to come to life fully. Once you have a vision that’s 50% complete, the only way to see it come to life is to keep working on it. Always know you can take an incremental approach to build on your ideas. The key is progress, not perfection. The finest advice I’ve ever heard for the retail industry is that the consumer is king. Everything else will fall into place if you always remember to look out for the customer.”