Edible Brands is a multi-brand consumer platform spanning gifting, food, and wellness. Its portfolio includes Edible Arrangements, Rōti Modern Mediterranean, andedibles.com, supported by shared capabilities across technology, supply chain, franchising, and last-mile delivery. Pulse 2.0 interviewed Edible Brands CEO Somia Farid Silber to learn more about the company’s evolution, digital transformation, AI strategy, and plans for future growth.
When asked about her background, Silber shared:
I grew up in the business. My father founded Edible Arrangements, and from a young age I was exposed to what it takes to build something from the ground up, from customer experience to operations.
I spent my early years working in stores, learning firsthand how important the details are and how much pride our franchisees take in their work.
Over the past decade, I’ve held roles across e-commerce, technology, and operations, a trajectory of experience giving me a well-rounded view of how to scale a brand while staying close to the customer.
I’ve always believed it’s important to earn your place. This mindset shapes how I lead today.
I try to show up authentically, be approachable, and make leadership feel accessible, not something distant or overly polished.
As CEO of Edible Brands, I’m focused on evolving the business into a modern, multi-brand platform that brings together celebration, food, and wellness in a more connected way.
When asked how the idea for Edible Brands came together, Silber explained:
Edible Brands came together as a natural evolution of what we were already building.
We saw an opportunity to move beyond a single brand and create a platform that supports multiple concepts, each with its own identity, but powered by shared capabilities like technology, supply chain and franchise expertise.
The vision has always been about fresh, high-quality, innovative food experiences.
That’s what led to expanding into new areas likeRōti Modern Mediterraneanandedibles.com, while continuing to invest in Edible as a modern gifting destination.
At its core, it’s about meeting consumers across more occasions and creating more ways to engage with our brands, not just during big moments, but in everyday life as well.
When asked about her favorite memory working for the company so far, Silber said:
It’s always the moments when you see the emotional impact of what we do.
Whether it’s a customer celebrating a milestone or a franchisee sharing how they’ve built a business for their family, those are the moments that stay with you.
On a larger scale, seeing the brand show up in culture, on TV, in conversations, or as part of people’s everyday lives, is incredibly meaningful.
It reinforces that what we’ve built isn’t just a cool gift, but part of how people connect and celebrate.
I also love seeing how our franchisees innovate locally, creating custom offerings, building relationships and growing their businesses in ways that reflect their communities.
The combination of brand and entrepreneurship is incredibly powerful.
When asked about Edible Brands’ core products and features, Silber detailed:
At the portfolio level, Edible Brands is built around three core consumer-facing businesses:
- Edible Arrangements: A leader in gifting, offering fresh fruit arrangements, baked goods, smoothies, and customizable experiences that focus on emotional connection and convenience.
- Rōti Modern Mediterranean: A fast-casual restaurant concept centered on healthy, high-quality Mediterranean meals with strong everyday relevance.
- edibles.com: A wellness-focused e-commerce marketplace for low-dosage hemp-derived THC products, built around education, trust, and accessibility.
What ties all of these together is a focus on quality, transparency and delivering products that make people feel good, whether that’s through celebration, nourishment, or wellness.
Navigating Business Transformation
When asked about recent challenges in the sector, Silber explained:
Absolutely. We’ve been navigating a significant transformation in modernizing a legacy brand while building entirely new businesses at the same time.
Success here is a balancing act of short-term performance with long-term investment.
We’ve also gone through a period of refining our franchise system, including consolidating locations and rebuilding for future growth.
That’s not always easy, but it’s necessary to create a stronger, more sustainable foundation.
A big shift for us is the way we think about growth, moving beyond one-time transactions and focusing more on customer frequency, retention, and long-term engagement.
We’ve approached this by staying close to our franchisees, being transparent and focusing on disciplined execution.
Challenges are part of the process, but they’ve made us sharper as an organization.
How The Technology Has Evolved
When asked how Edible Brands’ technology has evolved, Silber said:
Technology and AI are major focuses for us, especially as consumer expectations have shifted.
We invest heavily in our digital ecosystem from e-commerce capabilities to personalization tools and marketplace integrations.
We’re optimizing through use of enterprise AI systems to help identify efficiencies and trends, and react much faster. Automation is a priority for us as our business evolves.
We’re cultivating a more data-driven, omnichannel experience where we can better understand our customers and serve them in more relevant ways.
Whether it’s personalized gifting, seamless delivery, or educational content in emerging categories like hemp wellness, technology is enabling our next phase of growth.
A big part of that evolution is our revamped Edible mobile app and loyalty program, Edible Rewards.
It’s designed to fundamentally shift how customers engage with us. This platform is focused on increasing purchase frequency through a more personalized, tech-forward experience.
The new app includes features like gift quizzes to help customers find the right product, reminders for important dates like birthdays, and a more integrated rewards system that allows users to earn and redeem points seamlessly.
Over time, it will also connect more directly to in-store experiences, creating a true omnichannel journey.
More broadly, this is part of our strategy to evolve Edible into a “one-stop gifting shop,” where customers can discover, shop, and engage with our full ecosystem in a much more intuitive way.
It’s not just about making transactions easier; it’s about building long-term relationships and increasing lifetime value through smarter, more connected digital experiences.
When asked about some of Edible Brands’ most significant milestones, Silber highlighted:
- The evolution of Edible Brands into a multi-concept platform
- The acquisition and relaunch of Rōti, marking our entry into restaurants
- The launch and national expansion of edibles.com, bringing a new approach to wellness e-commerce
- Continued innovation within Edible, including personalization and next-generation store formats
More recently, we’ve seen strong momentum across the business from the first retail location of edibles.com opening in Atlanta, Georgia, to Edible retail expansion, to strategic brand collaborations like Rōti’s partnership with Mike’s Hot Honey.
Each of these represents a step toward building a more diversified, resilient business.
When asked to share specific customer success stories, Silber said:
What stands out most are the everyday stories such as customers using our products to celebrate, reconnect, or support someone during an important moment.
We’ve seen customers send gifts to rebuild relationships, celebrate life milestones, or simply brighten someone’s day.
Emotional connection is what makes our brand special.
On the franchise side, we’ve seen operators take what we provide and build something meaningful in their communities, creating unique offerings and long-term customer relationships.
That’s where the real impact happens.
When asked whether Edible Brands could discuss funding or revenue metrics, Silber said:
As a privately held company, we don’t share detailed financials publicly.
What I can say is that we’re focused on disciplined, sustainable growth across the portfolio.
When asked about the total addressable market Edible Brands is pursuing, Silber explained:
We’re operating across several large and growing categories including gifting, fast-casual dining, and wellness.
Each of those markets is significant on its own, but what’s exciting is the overlap between them.
We’re connecting these categories through a unified platform meeting consumers across different moments in their day and different needs in their lives.
That creates a much broader addressable market than any single category alone.
When asked what differentiates Edible Brands from its competition, Silber said:
What makes Edible Brands unique is our platform approach.
We’re building individual brands and an ecosystem that supports them.
We’re a team of digital experts, which isn’t typical in franchising, and a last mile delivery network with the ability to reach 75% of US households in an hour.
Our strengths and shared services structure set Edible Brands apart in the consumer space.
Purpose is woven into the fabric of our company and offerings, even beyond the customer.
Whether it’s celebration, wellness, or owning your own franchise, everything we do is rooted in creating meaningful experiences for the Edible Brands ecosystem.
When discussing Edible Brands’ future goals, Silber explained:
Our long-term vision is to build Edible Brands into a leading global platform for food, gifting and wellness.
- Scaling our existing brands
- Expanding through strategic acquisitions
- Investing in digital transformation and AI capabilities
- Growing internationally in a disciplined way
We’re also focused on building a strong, people-first culture and creating long-term value across the business.
Ultimately, it’s about creating a platform that can continue to evolve with consumers and our employees for years to come.
Any additional thoughts? Silber concluded:
I’m passionate about building a company that creates opportunity for our franchisees, our team members, and the next generation of leaders.
That’s what excites me most about where we’re headed.
