From a 17-Year-Old Entrepreneur to a Franchise Juggernaut: The Story of Edible® Founder and CEO, Tariq Farid

Tariq Farid, founder and CEO of Edible®, an innovative retail brand and modern gifting destination with an online ecommerce hub and hundreds of brick-and-mortar locations worldwide, embarked on his entrepreneurial journey at the tender age of just 17. 

“It’s almost a daily reflection for me, especially when I’m at home with my wife. Observing our kids growing up and recognizing where we are now always fills me with awe,” said Farid. “It’s not just about personal accomplishments but also what we’ve achieved as a business. Reflecting on the past 25 years, particularly this year, has been quite revealing. Celebrating our 25th business anniversary, I’m astonished by how swiftly time has flown. It’s been an incredible journey, a blessing indeed.”

Following the American Dream

Farid, a Pakistani immigrant, launched his entrepreneurial journey in West Haven, Connecticut, at the age of 17, ignited by his early work experience at McDonald’s. With a $5,000 loan, he opened his first flower shop, which quickly flourished. Within two years, he had expanded to four locations. 

“When I opened my first shop, I used to do $70 a day in sales,” said Farid. “I would go to high school, come home, drop my mom off and then come to the shop. At the end of the day, I would have made about $1,000 a week, which was awe-inspiring for a 17-year-old. My rent was $700 a month, and at the end of it, I was pretty happy. Two years went by, and my shop was doing a million dollars in sales.”

In 1999, Farid identified a unique market opportunity that combined Americans’ growing preference for fresh fruits, the specialty food market’s rise and a cultural trend toward lavish gifting. This insight led to the creation of Edible Arrangements, a brand offering fresh fruit designs inspired by floral arrangements, ideal for gifting and celebrating special occasions.

By 2001, Edible Arrangements had begun franchising, and by 2009, it had expanded internationally. Throughout the 2010s, the brand became a household name, known for its distinctive fruit bouquets. Today, Edible boasts hundreds of brick-and-mortar locations worldwide, generating revenue through retail, e-commerce, delivery and catering.

In a strategic rebranding that launched in 2021, the company shortened its name to “Edible,” signifying a broader focus beyond fruit bouquets. As it has grown into an “experiences company,” Edible's product offerings have continued to evolve to meet the needs of consumers. Today, the brand offers a variety of products (ranging from flowers to bakeshop items like cookies, cupcakes and brownies) perfect for celebrating special occasions or everyday moments.

Resilience Through Challenges

The journey of entrepreneurship is fraught with challenges, and Farid is no stranger to them. He emphasizes the importance of resilience in the face of adversity. 

“When you start from humble beginnings or virtually nothing, every day brings a delightful surprise. I find bumps exciting, to the point where smooth sailing feels mundane, sometimes prompting me to instigate some change.” 

Farid draws inspiration from his grandfather, a farmer who believed in hard work and leaving the reward to divine providence. 

“This view helps in navigating the responsibilities towards employees and franchisees, especially as the Edible brand grows,” he said. “It’s essential to prepare for the worst, as it places you in a better position to navigate through adversities like the pandemic and emerge stronger. This aligns with my grandfather’s advice of preparing during good times for the challenging times ahead.”

The onset of COVID-19, for example, was a period of uncertainty for many businesses, including Edible. “As we went into COVID, the unknown was the scary part,” said Farid. “But at the end of it, if you stayed true to your principles and you stayed true to your values, you thrived as a business.” 

Farid notes that Edible’s sales increased by 45% and also set a record for the number of stores hitting $1 million in sales as people began sending more gifts to loved ones they couldn’t see in person. “We launched delivery of fresh fruit, for example, which made us an essential business in some states,” he said. “That’s because we wanted to stay open and succeed. We didn’t give up.”

COVID-19 also prompted significant innovation within the company. “We went from being a franchise company to an e-commerce company,” said Farid. “A hundred percent of our sales came through online ordering. We had to refresh. We started selling cheesecakes, cookies and fruit. Even today, we’re a totally different brand in mindset and operation. The downturns will make you better; they will make you stronger.”

Maintaining Relevance in a Changing World

Edible is committed to providing a modern tech-driven retail experience and is currently in the midst of launching a fully revamped NextGen store prototype that will establish a direct connection with the local customer base. By using creative in-store experiences, visual merchandising and community engagement initiatives, Edible will cater to customers by offering fast fulfillment options like in-store pickup, differentiating themselves from online-only competitors.

As the world evolves, Edible aims to maintain its relevance by staying connected with its customers. “In our business, customers return to you for both joyous and sad occasions,” said Farid. “Customers share parts of their lives with you and form a lasting connection. Once you can figure that out as a locally owned franchisee, that is when the magic happens.”

As Edible celebrates its 25th anniversary, Farid and his team are excited about the future. “We’re now pivoting our brand cautiously and methodically, ensuring we maintain the essence that has made us successful so far,” he said. “There's an infectious excitement within the team when new ideas are welcomed, signaling promising times ahead.”

For more information on franchising with Edible, visit: https://1851franchise.com/edible.

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.