“It is in giving that we receive,” writes Tariq Farid, founder of Edible Arrangements International Inc.
His world-renowned arrangements sell like hotcakes. Moreover, his business flourishes thanks to his philosophy of using his business to improve the world around him.
In the midst of the pandemic, Edible Arrangements has been busier than ever, delivering boxes of whole fruit and allowing loved ones who are distancing to send each other gifts through the company’s own delivery service.
Tariq Farid: From flower arrangements to food arrangements
Farid immigrated from Pakistan to the United States at the age of 11. A few years later, at 17, his family opened a flower shop in Connecticut.
Farid helped the business expand and developed a Point of Sale system he built his first business on, Netsolace. Inspired in part by his family’s flower business, in 1999 Farid and his brothers founded Edible Arrangements.
Edible Arrangements combines flowers with fruit baskets for a creative, delicious treat. To date, they have more than 1,200 stores all over the world, including the US, Canada, Puerto Rico, Kuwait, Qatar, Hong Kong, India and Jordan.
When he founded Edible Arrangements, Farid did not just want to create a profitable business. He also wanted to create a heartfelt one.
Christmastime Edible Arrangement
“I think gifting is a very important component in America,” Farid tells Forbes. “Even when we’re in a crisis such as a death in the family, there is a celebration component of it, because we know we have to move on and we want to be there. I saw that, and food is just such an amazing gift.”
A power family behind a power company
Farid’s daughter, Somia Farid Silber, is the company’s Vice President of eCommerce. She is also one of What Franchise’s 100 Influential Women in Franchising 2020 to Watch.
In addition, she works as the Vice President and General Manager of Netsolace, the IT service company. Somia credits her “hands-on experience” she had as a child in different aspects of the business as the key factor in her success. She notes that it has given her the confidence and versatility to take on so many roles in the company, while still only in her 20s.
Farid’s wife Asma Farid also has her own career as a successful businesswoman. She is currently the Vice President and Managing Partner of Farid’s & Co. LLC. In fact, the Farid family owns numerous companies collectively: Farid’s Realty, BroadPeak Technologies, Naranga, Berry Direct, and Edible, just to name a few.
Tariq Farid uses his success to give back
Farid leads his business with his mother’s motto in mind: “Take care of your customers, and they will take care of you.”
In 2013, Farid established the Tariq and Asma Farid Foundation, which contributes almost $1 million dollars annually to causes including refugee programs, homeless shelters and food pantries. He also founded the Edible Cares Fund, which provides financial help to his company’s employees.
In 2009, the International Franchise Association first named Farid Entrepreneur of Year. Since 2016, he has been part of the organization’s board of directors. He was also inducted into the Connecticut Immigrant Heritage Hall of Fame in 2015, and named one of Outstanding 50 Asian Americans in Business in 2016.
After a recent move to Atlanta, Farid also found his way to the list of Atlanta’s 2020 Most Admired CEOs.
Order some Edible Arrangements here.
