Edible Arrangements:

Offering a Bounty of Berry-Licious Bouquets

by Patricia Schaefer

When a new franchise system grows from one to 500 franchises in five years, chances are it is filling a real need in the marketplace. And this certainly seems to be the case with the phenomenally successful franchise Edible Arrangements which sells edible and beautiful fruit bouquets. With stores opening at the rate of eight stores a week, this franchise is projecting reaching the 1000 store mark by early 2007.

"The concept of fruit sculpted to look like flowers is not new, but Edible Arrangements CEO Tariq Farid has taken it to a whole new level," says Kristy Ferguson, vice president of marketing. "Mr. Farid launched the first Edible Arrangements store in 1999 in East Haven, Connecticut; inspired by the convergence of three trends: the growing consumption of fresh fruit, the robust growth in the specialty food market and the increasing dollars that are spent on gifts."

Considering also today's need and call for healthier eating, it's no wonder then that a franchise providing a healthy product that tastes and look great would be a winner as well. In fact, Ferguson says Edible Arrangements' products lend themselves to the healthier lifestyle of their consumers. Better still, no additives or preservatives are ever used, and they especially pride themselves on the freshness and quality of their products.

And what about the taste? On the date of this writing, I took a first-time jaunt to a newly opened and local Edible Arrangements. I inquired of the owner how their arrangements could stay so fresh if no preservatives were used. She explained how the fruit bouquets and other items were prepared fresh each morning for that day's orders. In a hurry, I opted to purchase an already-prepared box of dark chocolate Gourmet Dipped Strawberries, made fresh that morning.

For $25 plus tax, I walked out with an Edible Arrangements fine quality shopping bag containing a beautifully wrapped gold box holding the gourmet delights. Upon opening the box, I found 12 of the largest plumpest perfectly-dipped strawberries imaginable; each in a gold-accented wrapper. One strawberry led to a second and then a third. After tasting and enjoying the perfectly delicious chocolate-decadent berries, $25 now seemed a bargain. It was easy to see why Edible Arrangements has experienced such dynamic growth.

In addition to their fresh and unique products, Ferguson says they also owe their success to "our superior customer service, strong business and technology systems and our outstanding franchisees and their commitment and dedication to providing consistently fresh and delicious arrangements."

Edible Arrangements customers range from individual consumers who order for birthdays, anniversaries, thank-you's, party centerpieces and hostess gifts to corporations who purchase arrangements for client gifts, employee appreciation or for a unique addition to a business meeting. "Our arrangements have very broad appeal and are a welcome addition to any event, large or small," noted Ferguson. "The size and price range of our arrangements facilitates the needs of all customers, whether entertaining a large crowd or just one special person."

Prospective franchisees are offered a "proven and successful system, a fresh and healthy product, a superior technology package and a support staff to assist every step of the way. Franchisees have hands on training from the start. From selecting a location, training and marketing to processing orders and delivering arrangements." CEO and co-founder Farid, a self-taught computer whiz, designed all the systems that would be rolled out to franchisees, including their computer systems, training manuals, production and profitability tracking, and supply chain management. He also has multiple U.S. patents pending for proprietary fruit-cutting equipment that he designed.

When it comes to franchisees, Edible Arrangements is optimally seeking "franchisees who have enthusiasm and drive to run a business, financial stability, a positive attitude

and an understanding of the benefits of being a part of a franchise system."

Want to try an "edible arrangement"? Ferguson says one of their most popular favorites right now is the Melon Delight bouquet with "fresh watermelon, pineapple daisies, cantaloupe, honeydew and grapes." In addition, their chocolate dipped fruit is always in demand; especially their newly added dipped fruit -- chocolate dipped pineapple.

Who knew healthy could taste so good?

Copyright 2006, Attard Communications, Inc.