Edible Appoints Somia Farid Silber as CEO, Ushering in a New Era of Gifting Experiences

Edible®, an innovative e-commerce hub uniquely supported by locally owned brick-and-mortar locations across the globe, recently announced the appointment of Somia Farid Silber as chief executive officer, succeeding founder and long-time leader Tariq Farid. Silber’s leadership marks a generational shift as Edible continues to redefine itself as a top-tier hybrid retail experience.

Silber, who has served as president of Edible Brands for the past two years, steps into her new role with an eye on merging digital innovation with Edible’s established franchise network.

“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.”

Silber’s journey with Edible started young. "My earliest memories are being in the store during the holidays," she shared in a recent interview with the Atlanta Journal-Constitution. "I just remember it being like almost pure chaos, just a lot of people, a lot of friends and family, making arrangements.” As a teenager, she helped at the store, learning customer service firsthand. “You just learn so much about the brand and the company, what it does for people, when you’re working front of house,” she said.

New Leadership Vision

With a degree from Babson College, Silber returned to Edible full-time in 2016, working in departments such as technology, operations, marketing and e-commerce. Over the past few years, she has led significant initiatives, including one-hour delivery offerings and partnerships with third-party delivery platforms, such as DoorDash, Uber Eats and SkipTheDishes. She also launched www.freshfruit.com™, a subscription service delivering premium fruit to consumers’ doors.

Under her leadership as president, Edible has introduced its “Next Gen” store concept, bringing an experiential element to Edible locations that allows customers to see arrangements crafted on-site.

Silber expressed her ambition for the brand’s evolution to resonate with younger customers. "For me, it’s all about how do we get away from this ‘granny brand’ persona we’ve had … to millennials and Gen Zs interacting with Edible in a much bigger way," she said. Edible is aiming to shift from a brand known for birthdays and special occasions to one that provides “frequency and reasons to buy” for any treat-worthy moment.

Future Growth Plans

Reflecting on the leadership transition, Silber shared her excitement about this moment. "Time for acceleration,” she said. “We’ve done a fantastic job launching new products and categories over the last few years, specifically the last four years. And next, it’s all about scaling.”

Farid, who founded the business in 1999 and is now focusing on his work with BroadPeak Capital Group, a private investment firm and parent company of Edible Brands, praised his daughter’s achievements: “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.”

Founded in 1999, Edible® has revolutionized the gifting industry, uniquely leveraging the synergistic power of an innovative e-commerce hub and locally owned brick-and-mortar locations across the globe. Edible's platform seamlessly blends the convenience of online shopping with a vast retail footprint that services over 70% of U.S.

households within an hour. Expanding beyond its iconic fruit arrangements, Edible has a range of offerings, including delectable dessert boards, cookies, brownies, cakes, farm-fresh flowers and more – perfect for every celebratory occasion and any treat-yourself moment. For more information, visit edible.