Edible Arrangements is so ubiquitous that the Venn diagram of you sending or receiving one is likely a circle. Whether for condolences or celebrations, it’s part of the fabric of American hospitality. What you may not know, though, is that it’s a family-owned business headquartered here in Atlanta. And its 33-year-old CEO, Somia Farid Silber, is steering the company in new directions.
Farid Silber came into her family’s business 10 years ago, after starting on the tech team. From there, she held various roles across the company, ranging from operations to e-commerce, before being named CEO in October 2024.
In her short two-year tenure, she’s moved fast. She’s been quietly repositioning the family of brands and acquiring new ones. “The whole premise of [parent company] Edible Brands is food, gifting, and health and wellness brands that are all about celebration and feeling good,” says the Buckhead resident.
Take Rōti Modern Mediterranean, which Edible Brands acquired in late 2024. The chain has 18 locations across four cities, with four more coming to Atlanta in the next year, joining an existing Smyrna location. The company is also betting on unconventional venues: both Edible Arrangements and Rōti began service in Mercedes-Benz Stadium last Falcons season. “It’s not traditional for us, but it’s been going really well,” she says.
Then there’s the furthest departure from the original core product, Edibles.com, the parent brand’s online marketplace for hemp-derived products. It opened a brick-and-mortar shop in Inman Park earlier this year after launching e-commerce last year. While it might seem like a major leap or perhaps the start of a joke, it’s a real, thriving sector of Edible Brands—and it’s actually the second time the brand has tried to capitalize on the concept. “We tried about eight years ago, but it was too soon, before people knew what hemp and CBD were and how it could help you,” she explains. The products are meant to help people feel better and improve quality of life, which ties back into the company’s expanded ethos. “Our focus is health, not high,” she says.
While one might hear Edible Brands and think corporate conglomerate, the company is actually fairly nimble in its operations despite its representation in the gifting market. There are about 125 people in Atlanta at the corporate headquarters in Sandy Springs, and Farid Silber says she hires those who “can think critically and outside the box, and be flexible.” Because the board is the family, when there’s an idea or initiative they want to try, she says it’s a relatively easy process for the team to get approval, which then allows them to focus on executing successfully. “We’re in constant communication, so we’re never waiting for a monthly board meeting,” she says. “We can move quickly when we see trends start to emerge.”
The company was founded in East Haven, Connecticut, and relocated to Atlanta in 2018 for all the reasons corporations cite: quality of life, cost of living, transportation, and talent. “We wanted to go somewhere we knew we’d be able to find talent easily,” she says, referring to franchise and tech talent in particular. “Plus, it’s a powerful and supportive business community.”
Even with all the expansion, the core business hasn’t been left behind. The bread-and-butter Edible Arrangements business is thriving, and Farid Silber is now focused on delivering a next-gen retail experience, set to launch by the end of the year at the Roswell Road store. “It’ll be more about letting customers come in and interact with the brand, whether they want to stop for a treat with their kids or make a gift basket for a house,” she says. For her, retail is becoming more important than ever. “It’s a connection point, and we want them to think they are getting a good product and good experience, so we’re honing in on that.”
