July 10, 2018

Edible Arrangements founder Farid leaving CEO post

File Photo
File Photo
Tariq Farid is stepping down as CEO of Edible Arrangements.
Edible Arrangements has named Mike Rotondo as its new CEO.

Tariq Farid, founder and longtime CEO of Wallingford-based Edible Arrangements, is giving up his day-to-day duties after the company on Tuesday named a fast-food industry veteran as its new CEO.

The franchisor of fresh-cut fruit arrangements, snacks and treats says former Tropical Smoothie Cafe CEO Mike Rotondo will serve as chief executive at Edible's second headquarters in Atlanta, which the company recently opened. Rotondo will oversee all franchise operations.

Farid, who founded Edible in East Haven in 1999, will focus on growing Edible Brands, the franchisor's parent company that includes technology, supply-chain and several other businesses.

Rotondo has spent three decades growing brands in the quick-service industry including five years as CEO of Tropical Smoothie and more than two decades in key leadership roles at Wendy's International, HoneyBaked Ham and Arby's Restaurant Group.

Rotondo is joining Edible as it evolves its brand from a gifting focus to a gifting and treats brand with offerings such as Dipped Fruit, Froyo Fruit Blends and fresh-fruit salads, among other treats.

Farid says he knew Rotando was the ideal candidate to lead Edible after following his career over the last decade.

"This is an exciting time at Edible and I am confident that Mike's deep experience in QSR and gifting will bring our vision of the new Edible to life," he said.

Rotando called his appointment a "rare" opportunity to join an established brand, which has nearly 1,300 locations worldwide.

"Everything is in place and the timing is perfect for us to move forward with adding significant new revenue streams for our brand and our franchisees," he said.

About a year ago, Edible announced it would expand internationally into more than 100 franchise outlets over the next three years producing and delivering its fresh-cut fruit arrangements and treats.

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