Edible Brands president to take father's spot as CEO
Edible Brands has announced a major change to its C-suite.
The parent company of Edible Arrangements, the gifting brand famous for its fresh fruit arrangements which is now known as Edible, has appointed Somia Farid Silber as its new chief executive, replacing founder and longtime leader Tariq Farid, who is her father. Farid, who founded Edible more than 25 years ago, will now be partner and CEO of BroadPeak Capital Group, a private investment firm and parent company of Edible Brands as well as its subsidiaries.
As CEO, Silber, who previously served as president of Edible Brands for the last two years, will oversee all company initiatives and grow Edible's market presence through new product offerings and the launch of Edible's new retail locations. She has spent more than eight years with the company, and previously held roles including VP of e-commerce and VP and general manager of Netsolace, Edible Brands’ in-house technology provider.
"As we move into Edible's next chapter, my focus is on strengthening the connection between our digital and brick-and-mortar properties to enhance the customer experience," said Silber. "With more than 25 years of established success and operational expertise, Edible is well-positioned to expand our market presence while continuing to deliver customizable and experience-driven gifts that our current customers and future generations crave."
During her tenure as president, Edible credits Silber with building a robust executive team and C-suite and helping to develop a new brand identity across digital and physical retail locations. Silber spearheaded the development of Edible's "next gen" retail stores, which are under construction in multiple markets and will offer a "hands-on and elevated" gifting experience.
[READ MORE: Edible's new chief development officer talks 'next-gen' store concept, expansion]
She also led the expansion of Edible's e-commerce footprint, launching a one-hour delivery guarantee, facilitating a partnership with third-party delivery services like DoorDash and UberEats, and launching FreshFruit.com, a subscription-based platform that delivers whole fruits directly to consumers.
"Somia's varied experience and leadership in diverse roles within the company, particularly her achievements as president, have strengthened Edible's business and positioned the brand for continued growth in its exciting new chapter," said Farid.
