Discovering Joy Through Gifting: Inside This Canadian Franchisee’s 18-Year Journey with Edible®

When Tiz Cannella received a fruit bouquet of strawberries and pineapples from Edible®  — the innovative e-commerce hub uniquely supported by locally owned brick-and-mortar franchise locations across the globe — after welcoming her third child, she had no idea it would lead to a life-changing career transformation. 

“To this day, I still remember my middle daughter coming home from school and seeing it. She couldn't wait to get into it after dinner,” Cannella said. “We opened it up, and I still remember the joy on her face when eating that fruit.” 

This moment sparked a love for Edible that would come to shape her professional future.

From Bookkeeping to Franchising

Cannella's journey into franchising began with a simple wish for more convenient access to Edible’s delightful products. Working in bookkeeping for a decade, Cannella was searching for a new opportunity that would bring joy not just to her family but to her entire community in Vaughan, Ontario. 

“There was only one location in Toronto at the time, and I ordered from the brand several times, but I always wished there was one closer to me,” said Cannella. “After that, my mother-in-law had a 40th anniversary party and she didn't want any gifts. I got together with my brother-in-law and my sister-in-law, and I said we should buy her this fruit bouquet this week; she'll have the fruit for the party and we're getting something nice for her, like flowers. She was over the moon. She thought this was the best gift anyone could have ever given her. Everybody I sent these to thought they were a great idea, and I just wished there was one closer, so I filled out the application just to see if it was possible.”

Cut to 18 years later and Cannella is now a successful owner-operator of an Edible location in her hometown. “I ended up finding a great location in a major mall, and it's done very well so far,” she said.

The Appeal of Franchising with Edible

From day one of her business, Cannella says she has found comfort in the consistency and reliability that franchising offers. “I like the comfort of knowing that no matter where I go, I get the same thing at every location,” she said. 

By investing in Edible (which has been a leader in the gifting business since its founding in 1999), owners have peace of mind knowing that very few competitors have the same kind of household-name reputation in the category. Every aspect of the business — including technology, equipment, supplies, patents and trademarks — is proprietary and vigorously protected.

One of the most appealing aspects of franchising with Edible in particular, Cannella says, is the flexibility it offers. “The franchise model does not require me to go into the store and work every day, but I truly enjoy it, so I do,” she said. “I love being a staple in my community.” 

This passion is one of the many reasons Cannella has continued to see steady growth over the past two decades. Another reason is the brand’s continued expansion into diverse product offerings, which provides new revenue opportunities. In recent years, Edible has significantly moved beyond its iconic fresh fruit bouquets to offer everything from flowers and baked goods to smoothies and beyond.. Better yet, owners like Cannella can leverage four unique avenues to sell these items: retail, e-commerce, delivery and catering.

“The brand has expanded into so many new, different areas and customers really like the additional items, the add-ons and the direction that they've gone into with the choices of what they can give as gifts,” said Cannella.

But far and away, the biggest advantage of franchising with Edible, Cannella says, is that the business is more than just a store — it’s a source of joy and connection for her community. 

“I went to the bank recently and a girl at the bank saw that I was from Edible,” said Cannella. “She said to me, ‘I need to tell you something. My grandmother just passed away. We got a ton of Edible gifts from you guys. But when those Edible treats came to our door, the entire family would be so excited for a few minutes and we couldn't wait to get into them.’”

This story highlighted the role Edible plays in bringing moments of joy, even during difficult times. “I don't think I ever realized that when we were delivering something — especially to a family that's going through something so terrible — that we were bringing a moment of distraction and a moment of joy to them,” Cannella said.

A Bright Future

With 18 years of successful business under her belt, Cannella remains committed to her single location. “I work seven days a week at this location. I have staff that have been with me for more than 10 years. I enjoy going to work every day. I look forward to any of the new products and embrace the new challenges,” she said. 

Looking to the future, Cannella is excited about the continual innovation and expansion within the Edible brand. “I really enjoy interacting with my community through the business,” she said. “I try to make the experience for our customers the best possible experience. I have customers that have been doing business with me for years. They will pick up the phone and call me or any of my staff, and it's like we've been friends for years.”

Today, the Edible team is looking for qualified and passionate entrepreneurs like Cannella to help usher in a new era of growth. In 2024, Edible plans to expand in the Provinces of Ontario, Quebec, Alberto and British Columbia — regions identified as ripe for growth. For more information on franchising with Edible®, visit https://franchise.edible.com.

About Edible® 

Founded in 1999, Edible® has revolutionized the gifting industry, uniquely leveraging the synergistic power of an innovative e-commerce hub and locally owned brick-and-mortar locations across the globe. Edible's platform seamlessly blends the convenience of online shopping with a vast retail footprint that services over 80% of U.S. households within an hour. Expanding beyond its iconic fruit arrangements, Edible has a range of offerings, including delectable dessert boards, cookies, brownies, cakes, farm-fresh flowers and more – perfect for every celebratory occasion and any treat-yourself moment. For more information, visit edible.com.