How Edible Arrangements Learned to Embrace a New Kind of 'Edible'
What once seemed like a threat to Tariq Farid's business is now a huge opportunity.
by Jason Feifer
Jan 01, 2020
3 minutes
Tariq Farid thought he had a lock on the word edible. For more than 20 years, his company, Edible Arrangements, was famous for its bouquets of fruit and platters of chocolate-dipped fruit, and customers had begun casually referring to the company as simply Edible. In 2013, Farid went all in -- trademarking the name Edible by itself and dropping Arrangements.
Then, in 2016, California passed Proposition 64, which
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