Somia Farid Silber runs the family business now

Somia Farid Silber started working in her family's store at six. By eight or nine, she was dipping strawberries and wrapping arrangements after school and on weekends. Nobody made her. "I wanted to do it," she said on the CEO.com Podcast.

In October 2024, Edible Brands named her chief executive officer. Her father, Tariq Farid, opened the first Edible Arrangements store in East Haven, Connecticut, in 1999, after running a flower shop and an IT business. He ran the company for 25 years and now serves as partner and CEO of BroadPeak Capital Group, the private investment firm and parent company of Edible Brands. She runs everything under it: hundreds of franchise locations, an e-commerce platform that reaches over 70 percent of U.S. households within an hour, and a set of new businesses, including a Mediterranean restaurant chain and a THC marketplace.

She joined the company full-time in 2016, then served as vice president of e-commerce and general manager of Netsolace, the company's homegrown technology provider. She was named president in May 2023. During that tenure she built the Atlanta executive team, launched a one-hour delivery guarantee, struck partnerships with DoorDash and Uber Eats, and started FreshFruit.com, a subscription service for premium whole fruit.

"He's a big personality. He's very extroverted," she said of her father. "I'm a little more introverted and very methodical in my thinking. It's a nice balance to his entrepreneurial spirit."

In February 2025, BroadPeak Capital acquired Roti Modern Mediterranean out of bankruptcy for $4.7 million, a 17-unit fast-casual chain and Edible's first restaurant business. The company plans to franchise it, and Farid Silber believes Roti could reach 300 units within three years.

Then there is Edibles.com. For years, customers walked into Edible Arrangements stores and asked, half-seriously, whether they sold edibles. Now they do. The company launched the marketplace in March 2025, offering same-day delivery of THC-infused products from brands like Cann, Wana, and 1906. Farid Silber hired Thomas Winstanley to run it as a separate business unit and asked him to build a wellness marketplace organized around outcomes: sleep, relaxation, energy. After a pilot in Texas, Edibles.com went nationwide in September 2025, with shipping to all legal states and same-day delivery in North Carolina, Florida, Georgia, and Texas. In April 2026, it opened its first flagship store in Atlanta's Inman Park neighborhood.

"I was expecting a little bit of pushback or negativity, but I feel like we, as a consumer base, are past that," she said. "People are looking for safe and trusted products."

The original business is getting rebuilt too. Inc. recently profiled her push to position Edible for the little treat economy, and the company opened its first next-generation store prototype in North Haven, Connecticut, with a to-go cafe, bouquet bar, and open kitchen, with an Atlanta location to follow. Customers can grab a coffee or a smoothie, build their own dipped fruit box, or put together a gift on the way to a party. "If we want people to come into our retail stores, there has to be something compelling here that they're drawn to," she said.

Her first AI product came from working the phones. During the holidays, customers would call the store two or three times to change the card message on an order. "Especially on Valentine's Day," she said. "They'll write a message, and then they'll call and say, 'I think it was too forward. Can I change it?' And then we have to reprint the ticket." Edible.com now has an AI card message writer. Cognitive search, personalized homepages, and production tools for franchisees are in the works.

Her management style comes from the same source as everything else. "I've been in meetings with my dad where he'll say, 'Just skip to the last slide that has the recommendation on it. We don't need to go through the whole deck on the why. Let's start with what the solution is and then work our way back.'" She does the same with her own team now.

Her mornings and evenings belong to her two-and-a-half-year-old daughter. The phone goes away at dinner and bedtime.

Asked who gave her a chance, she pointed to her family. "You don't see a lot of generational transitions in family businesses," she said. "I recently did another podcast, and I was talking about if fifteen-year-old Somia could see where she is today, she'd be mind blown. And just, it's true."

00:00:00 Introduction and Early Business Experience
00:01:32 Running a Family Business
00:02:48 Launch of Edibles.com
00:04:37 Sourcing and Product Selection
00:05:08 Integrating AI in Business
00:07:20 A Day in the Life of a CEO
00:08:28 Mental Health and Wellbeing Strategies
00:09:48 Impact of Tariffs
00:11:18 Leadership Lessons
00:12:29 Brick and Mortar vs E-commerce
00:14:36 Customer Response to Cannabis Industry Entry
00:15:44 The Importance of Giving Chances
00:16:52 Closing Remarks and Gratitude

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We've<00:03:19.138> had<00:03:19.362> the<00:03:19.458> edibles.com<00:03:20.244> domain<00:03:20.741> for<00:03:21.366> over<00:03:21.622> a<00:03:21.767> year<00:03:21.943> now<00:03:22.183> and<00:03:22.408> wanted<00:03:22.584> to<00:03:22.664> do<00:03:22.825> something<00:03:23.530> really<00:03:23.786> important<00:03:24.187> and<00:03:24.331> special<00:03:24.748> with<00:03:24.973> it.

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So<00:03:25.790> hired<00:03:26.576> Thomas<00:03:26.912> Winstanley,<00:03:27.537> he's<00:03:27.698> our<00:03:27.938> EVP<00:03:28.355> GM<00:03:28.756> of<00:03:28.900> the<00:03:28.980> edibles.com<00:03:29.782> business<00:03:30.118> unit,<00:03:30.663> and<00:03:30.984> I,<00:03:31.962> told<00:03:32.203> him,<00:03:32.347> hey,<00:03:32.524> look,<00:03:32.748> I<00:03:32.909> want<00:03:33.070> to<00:03:33.166> create<00:03:33.792> a<00:03:34.530> best-in-class<00:03:36.441> wellness<00:03:36.858> marketplace<00:03:37.661> that<00:03:37.885> has<00:03:38.768> really<00:03:39.105> amazing<00:03:39.651> hemp<00:03:39.908> products<00:03:40.550> and<00:03:40.630> allows<00:03:41.032> people<00:03:41.353> to<00:03:41.834> explore<00:03:42.236> the<00:03:42.316> category<00:03:42.878> and<00:03:42.958> the<00:03:43.102> offering<00:03:43.680> and<00:03:44.788> make<00:03:44.965> it<00:03:45.125> all<00:03:45.366> outcome-based,<00:03:46.088> right?

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So<00:03:46.586> if<00:03:46.730> they<00:03:46.955> want<00:03:47.116> to<00:03:47.292> relax<00:03:47.999> or<00:03:48.175> sleep<00:03:48.576> better<00:03:48.978> or<00:03:49.203> get<00:03:49.459> energy.

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So<00:03:50.342> he<00:03:50.503> came<00:03:50.744> in,<00:03:51.081> it's<00:03:51.225> been<00:03:51.466> 10<00:03:51.771> months.

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He<00:03:52.991> helped<00:03:53.376> identify<00:03:54.099> the,<00:03:54.516> the<00:03:54.677> brands<00:03:55.142> and<00:03:55.190> the<00:03:55.319> products<00:03:55.720> that<00:03:56.266> we<00:03:56.523> brought<00:03:56.828> on.

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And<00:03:58.032> we're<00:03:58.593> really<00:03:58.834> excited<00:03:59.187> about,<00:03:59.637> you<00:03:59.669> know,<00:03:59.894> launching<00:04:00.215> in<00:04:00.295> Texas<00:04:00.937> and<00:04:01.001> then<00:04:01.162> we'll<00:04:01.274> be<00:04:01.419> launching<00:04:01.964> in<00:04:02.558> Florida,<00:04:03.023> Georgia,<00:04:04.066> and<00:04:04.146> the<00:04:04.226> Carolinas<00:04:05.092> within<00:04:05.268> the<00:04:05.348> next<00:04:05.653> couple<00:04:05.910> months<00:04:06.086> as<00:04:06.295> well<00:04:07.257> with<00:04:07.369> same-day<00:04:07.754> delivery<00:04:08.315> along<00:04:08.620> with<00:04:08.796> nationwide<00:04:09.341> shipping<00:04:10.159> with<00:04:10.384> our<00:04:10.560> Choose<00:04:10.961> category.

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So,<00:04:12.709> you<00:04:12.789> know,<00:04:12.950> for<00:04:13.126> us,<00:04:13.431> it<00:04:13.463> was<00:04:13.848> an<00:04:13.992> opportunity<00:04:14.794> as<00:04:15.114> a<00:04:15.211> trusted<00:04:15.692> brand<00:04:16.253> with<00:04:16.429> a<00:04:16.638> really<00:04:16.894> strong<00:04:17.456> infrastructure<00:04:18.562> when<00:04:18.658> it<00:04:18.739> comes<00:04:19.043> to,<00:04:19.204> you<00:04:19.236> know,<00:04:19.701> the<00:04:19.845> retail<00:04:20.246> footprint<00:04:20.903> plus<00:04:21.304> the<00:04:21.529> e-commerce<00:04:22.010> capabilities<00:04:23.148> to<00:04:23.293> take<00:04:23.613> all<00:04:23.710> of<00:04:23.854> that<00:04:24.335> and<00:04:24.672> create<00:04:24.928> a<00:04:24.944> new<00:04:25.217> brand<00:04:25.474> and<00:04:25.618> a<00:04:25.634> new<00:04:26.275> offering<00:04:27.222> and<00:04:27.398> bring<00:04:27.558> it<00:04:27.622> to<00:04:27.719> consumers<00:04:28.136> across<00:04:28.440> the<00:04:28.520> country.

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What<00:04:29.628> all<00:04:29.724> goes<00:04:29.965> into<00:04:30.126> the<00:04:30.222> sourcing<00:04:30.945> and<00:04:31.089> finding<00:04:31.571> the<00:04:31.715> right,<00:04:32.438> you<00:04:32.470> know,<00:04:32.695> farmers<00:04:33.498> and<00:04:33.659> like<00:04:34.381> all<00:04:34.478> that<00:04:34.638> stuff?

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Give<00:04:35.040> us<00:04:35.184> a<00:04:35.200> sense<00:04:35.505> for<00:04:35.602> like<00:04:35.826> what<00:04:35.987> would<00:04:36.132> even<00:04:36.308> go<00:04:36.549> into<00:04:36.806> something<00:04:37.175> like<00:04:37.352> this.

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Yeah.

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So<00:04:38.476> for<00:04:38.781> us,<00:04:39.038> we're<00:04:39.263> really<00:04:39.520> more<00:04:39.921> focused<00:04:40.628> on<00:04:40.869> the<00:04:41.029> end<00:04:41.270> product.

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So<00:04:42.089> we<00:04:42.186> are<00:04:42.330> working<00:04:42.651> with<00:04:42.892> brands<00:04:43.438> like<00:04:43.840> Cann<00:04:44.418> and<00:04:44.642> Wana<00:04:45.686> and<00:04:45.927> Heirloom,<00:04:47.132> pretty<00:04:47.388> well-known<00:04:47.790> brands<00:04:48.256> in<00:04:48.336> the<00:04:48.432> cannabis<00:04:48.898> industry,<00:04:50.584> to<00:04:50.921> identify<00:04:51.644> the<00:04:51.949> right<00:04:52.206> chews<00:04:52.768> and<00:04:52.929> beverages<00:04:54.133> and<00:04:54.277> bringing<00:04:54.534> them<00:04:54.695> on<00:04:54.807> our<00:04:54.936> platform.

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So<00:04:55.642> we're<00:04:55.739> not<00:04:56.221> involved<00:04:56.702> in<00:04:56.783> the<00:04:57.023> sourcing<00:04:57.746> down<00:04:57.987> to<00:04:58.131> the<00:04:58.292> grower<00:04:58.710> level,<00:04:59.432> We're<00:04:59.608> more<00:04:59.833> so<00:05:00.138> going<00:05:00.539> out<00:05:00.651> there<00:05:00.940> looking<00:05:01.196> for<00:05:01.501> high-quality,<00:05:02.800> trusted<00:05:03.281> brands<00:05:03.666> and<00:05:03.763> products<00:05:05.046> to<00:05:05.190> feature<00:05:05.607> on<00:05:05.719> our<00:05:05.928> platform<00:05:07.452> and<00:05:07.532> tell<00:05:07.772> consumers<00:05:08.318> more<00:05:08.414> about.

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That<00:05:09.553> makes<00:05:09.809> sense.

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Okay.

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So<00:05:11.301> how<00:05:11.558> is,<00:05:12.231> how<00:05:13.049> are<00:05:13.210> you<00:05:13.386> thinking<00:05:13.691> about<00:05:13.948> things<00:05:14.172> like<00:05:14.413> AI<00:05:14.974> integrating<00:05:15.391> that<00:05:15.632> in<00:05:15.696> your<00:05:15.856> company<00:05:16.498> and<00:05:17.476> how<00:05:17.701> is<00:05:17.797> that<00:05:17.958> going<00:05:18.102> to<00:05:18.198> change<00:05:18.663> your<00:05:18.824> industry<00:05:19.241> or<00:05:19.385> not<00:05:19.642> change<00:05:19.898> it<00:05:19.978> at<00:05:20.107> all?

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It<00:05:20.363> seems,<00:05:20.604> seems<00:05:20.861> like<00:05:21.021> it<00:05:21.149> might,<00:05:21.791> you<00:05:21.823> know,<00:05:22.032> given<00:05:22.288> that<00:05:22.465> you're,<00:05:22.834> you're<00:05:22.994> really<00:05:23.251> a<00:05:23.267> distribution<00:05:24.197> and<00:05:24.293> branding<00:05:24.854> and<00:05:24.919> all<00:05:25.015> of<00:05:25.095> that<00:05:25.255> type<00:05:25.432> of<00:05:25.480> stuff.

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I<00:05:26.073> just<00:05:26.282> wonder<00:05:26.458> like<00:05:26.683> how<00:05:26.843> you're<00:05:27.084> thinking<00:05:27.341> about<00:05:27.581> it.

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Yeah,<00:05:28.559> it's<00:05:28.623> a<00:05:28.687> great<00:05:28.864> question.

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We<00:05:29.970> actually<00:05:30.306> hired<00:05:31.172> a<00:05:31.653> head<00:05:31.813> of<00:05:31.990> analytics<00:05:32.695> last<00:05:33.032> year.

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He's<00:05:35.035> a<00:05:35.180> genius,<00:05:36.222> already<00:05:36.702> came<00:05:36.943> in<00:05:37.103> and<00:05:37.183> has<00:05:37.344> helped<00:05:37.664> us<00:05:38.065> a<00:05:38.145> ton<00:05:39.123> with<00:05:39.283> figuring<00:05:39.604> out,<00:05:39.748> you<00:05:39.780> know,<00:05:39.908> how<00:05:40.085> do<00:05:40.165> we<00:05:40.309> use<00:05:40.710> AI<00:05:40.950> and<00:05:41.111> machine<00:05:41.431> learning<00:05:41.672> across<00:05:42.008> the<00:05:42.153> business?

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I<00:05:43.195> think<00:05:43.291> the<00:05:43.371> most<00:05:43.627> important<00:05:43.996> thing<00:05:44.172> for<00:05:44.397> us<00:05:44.637> is<00:05:44.814> that<00:05:45.439> we<00:05:45.599> want<00:05:45.679> to<00:05:45.759> start<00:05:45.952> small,<00:05:46.641> right?

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So<00:05:47.138> it's,<00:05:48.420> it's<00:05:48.645> using<00:05:50.168> it,<00:05:50.488> figuring<00:05:50.889> out<00:05:50.985> use<00:05:51.210> cases<00:05:51.546> that<00:05:51.643> are<00:05:51.931> easy<00:05:52.188> for<00:05:52.268> us<00:05:52.428> to<00:05:52.524> get<00:05:52.749> into<00:05:53.053> it<00:05:53.229> that<00:05:53.390> are,<00:05:53.951> that<00:05:54.111> help<00:05:54.416> us<00:05:54.656> create<00:05:55.009> efficiencies<00:05:55.794> or<00:05:56.019> create<00:05:56.371> nice<00:05:56.596> user<00:05:56.900> experiences<00:05:57.477> and<00:05:57.542> then<00:05:57.702> work<00:05:57.878> our<00:05:58.039> way<00:05:58.199> up<00:05:58.279> from<00:05:58.503> there.

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So<00:05:58.840> the<00:05:59.064> first<00:05:59.385> thing<00:05:59.545> we<00:05:59.610> we<00:05:59.674> did<00:05:59.786> was<00:06:00.588> on<00:06:00.684> the<00:06:00.909> Edible<00:06:01.166> Arrangements,<00:06:02.112> uh,<00:06:02.225> side<00:06:02.914> on<00:06:03.155> edible.com,<00:06:04.374> we<00:06:04.535> launched<00:06:05.080> an<00:06:05.481> AI<00:06:06.043> card<00:06:06.316> message<00:06:06.684> writer.

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So<00:06:07.246> you<00:06:07.342> can<00:06:07.583> go<00:06:07.647> on<00:06:07.824> the<00:06:07.920> website<00:06:08.385> and<00:06:08.465> if<00:06:08.545> you're<00:06:08.690> placing<00:06:09.043> an<00:06:09.171> order,<00:06:09.893> it<00:06:09.925> will<00:06:10.150> generate<00:06:10.711> a<00:06:10.792> card<00:06:11.096> message<00:06:11.497> for<00:06:11.754> you.

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Um,<00:06:12.572> I<00:06:12.701> can't<00:06:12.877> tell<00:06:13.102> you<00:06:13.198> how<00:06:13.294> many<00:06:13.519> times<00:06:13.920> during<00:06:14.145> the<00:06:14.225> holidays<00:06:14.722> I've<00:06:14.883> worked<00:06:15.123> in<00:06:15.219> a<00:06:15.284> store<00:06:16.230> and<00:06:16.647> a<00:06:16.727> customer<00:06:17.129> has<00:06:17.353> called<00:06:17.610> 2<00:06:17.754> or<00:06:17.915> 3<00:06:18.075> times<00:06:18.476> to,<00:06:18.909> to<00:06:19.054> change<00:06:19.455> the<00:06:19.599> card<00:06:19.840> message,<00:06:20.177> especially<00:06:20.658> on<00:06:20.754> Valentine's<00:06:21.444> Day.

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They'll<00:06:22.262> write<00:06:22.439> a<00:06:22.487> message<00:06:22.984> and<00:06:23.064> then<00:06:23.209> they'll<00:06:23.369> call<00:06:23.530> and<00:06:23.626> say,<00:06:23.851> I<00:06:23.931> think<00:06:24.091> it<00:06:24.123> was<00:06:24.268> too<00:06:24.428> forward,<00:06:24.829> can<00:06:24.990> I<00:06:25.134> change<00:06:25.471> it?

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And<00:06:26.177> then<00:06:26.274> we<00:06:26.418> have<00:06:26.531> to<00:06:26.659> reprint<00:06:26.997> the<00:06:27.157> ticket<00:06:27.719> and<00:06:27.864> then<00:06:28.121> they'll<00:06:28.266> call<00:06:28.442> back<00:06:28.667> and<00:06:28.747> say,<00:06:28.908> hey,<00:06:29.085> I<00:06:29.149> want<00:06:29.245> to<00:06:29.310> make<00:06:29.486> another<00:06:29.727> change<00:06:29.968> to<00:06:30.113> it.

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So<00:06:30.627> it<00:06:30.691> was,<00:06:30.932> it's<00:06:31.076> a<00:06:31.092> nice,<00:06:31.655> cute<00:06:31.896> little<00:06:32.136> thing<00:06:32.297> that<00:06:32.377> we<00:06:32.474> did<00:06:32.634> and<00:06:32.683> we<00:06:32.763> see<00:06:32.875> a<00:06:32.924> lot<00:06:33.100> of<00:06:33.245> customers<00:06:33.582> taking<00:06:33.823> advantage<00:06:34.225> of<00:06:34.321> it<00:06:34.449> as<00:06:34.626> well.

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So<00:06:35.654> it's<00:06:35.734> starting<00:06:36.152> there,<00:06:36.393> but<00:06:36.537> then<00:06:36.778> also<00:06:36.971> getting<00:06:37.276> into<00:06:38.079> cognitive<00:06:38.545> search<00:06:38.866> capabilities,<00:06:39.750> really<00:06:40.248> figuring<00:06:40.714> out,<00:06:40.906> you<00:06:40.987> know,<00:06:41.356> how<00:06:41.452> do<00:06:41.613> we<00:06:41.934> predict<00:06:42.336> what<00:06:42.497> the<00:06:42.577> customer<00:06:42.978> might<00:06:43.219> be<00:06:43.364> looking<00:06:43.701> for<00:06:44.087> based<00:06:44.408> on<00:06:44.504> their<00:06:44.665> browsing<00:06:45.211> habits?

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We're<00:06:46.271> looking<00:06:46.657> at<00:06:46.978> creating<00:06:47.460> personalized<00:06:48.279> e-commerce<00:06:48.745> experiences,<00:06:49.564> so<00:06:50.512> the<00:06:50.688> homepage,<00:06:51.812> or<00:06:51.893> an<00:06:52.118> email<00:06:52.374> that<00:06:52.519> you<00:06:52.615> might<00:06:52.872> see<00:06:53.242> might<00:06:53.418> be<00:06:53.498> different<00:06:53.820> from<00:06:53.980> the<00:06:54.221> email<00:06:54.622> and<00:06:54.767> homepage<00:06:55.184> that<00:06:55.409> I<00:06:55.522> see.

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So<00:06:56.373> it's<00:06:56.613> a<00:06:56.629> little<00:06:56.870> bit<00:06:57.031> of,<00:06:57.352> a<00:06:57.368> little<00:06:57.577> bit<00:06:57.657> of<00:06:57.818> everything<00:06:58.235> right<00:06:58.396> now.

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We're<00:06:58.781> also<00:06:59.102> looking<00:06:59.439> at<00:06:59.600> ways<00:06:59.905> to<00:07:00.001> introduce<00:07:00.563> it<00:07:00.724> at<00:07:00.884> the<00:07:01.045> retail<00:07:01.446> level<00:07:01.768> to<00:07:01.928> help<00:07:02.153> our<00:07:02.249> franchisees<00:07:03.052> be<00:07:03.197> more<00:07:03.454> efficient,<00:07:04.417> whether<00:07:04.738> it's<00:07:04.899> with<00:07:05.139> production<00:07:05.862> or<00:07:06.023> product<00:07:06.424> quality.

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So<00:07:08.254> a<00:07:08.270> little<00:07:08.576> bit<00:07:08.977> all<00:07:09.073> across<00:07:09.475> the<00:07:09.619> business<00:07:10.181> and<00:07:10.920> just<00:07:11.161> really<00:07:11.385> excited<00:07:11.787> about<00:07:11.899> the<00:07:12.028> opportunity<00:07:12.509> that<00:07:12.622> it<00:07:12.686> creates<00:07:13.087> for<00:07:13.232> us,<00:07:13.489> not<00:07:13.649> just<00:07:13.810> from<00:07:13.971> a<00:07:14.051> revenue<00:07:14.468> standpoint,<00:07:15.014> but<00:07:15.239> also<00:07:15.801> operational<00:07:16.299> efficiencies.

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Yeah,<00:07:17.582> that's<00:07:17.807> incredible.

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What<00:07:18.817> does<00:07:18.961> a<00:07:19.025> typical<00:07:19.426> day<00:07:19.650> look<00:07:19.827> like<00:07:20.067> for<00:07:20.147> you?

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Very,<00:07:21.734> uh,<00:07:22.632> very<00:07:22.953> back<00:07:23.177> to<00:07:23.273> back.

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So,<00:07:23.834> typically<00:07:24.299> I<00:07:24.315> have<00:07:24.411> a<00:07:24.540> 2.5-year-old,<00:07:25.662> um,<00:07:25.774> so<00:07:26.014> my<00:07:26.175> mornings<00:07:26.736> and<00:07:26.816> my<00:07:27.104> evenings<00:07:27.441> are<00:07:27.537> sacred,<00:07:28.323> and<00:07:28.788> I<00:07:28.964> love<00:07:29.140> that<00:07:29.301> I<00:07:29.365> have<00:07:29.541> a<00:07:29.605> team<00:07:29.926> that<00:07:30.166> understands<00:07:30.791> that<00:07:31.048> because<00:07:31.449> I<00:07:31.465> spend<00:07:32.010> most<00:07:32.250> of<00:07:32.346> my<00:07:32.891> weekday<00:07:33.372> here.

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So,<00:07:34.238> you<00:07:34.318> know,<00:07:34.430> my<00:07:34.558> mornings<00:07:35.055> are<00:07:35.280> hectic<00:07:35.616> with<00:07:35.777> my<00:07:35.937> toddler,<00:07:36.418> and<00:07:36.482> then<00:07:36.578> I<00:07:36.658> come<00:07:36.915> in<00:07:37.540> usually,<00:07:38.005> you<00:07:38.037> know,<00:07:38.502> 9:30<00:07:39.079> to<00:07:39.159> 4:30,<00:07:40.490> a<00:07:40.506> lot<00:07:40.730> of<00:07:40.826> back<00:07:41.067> to<00:07:41.211> backs,<00:07:41.532> whether<00:07:41.788> it's<00:07:42.269> one-on-ones<00:07:43.151> or<00:07:43.391> sales<00:07:43.856> meetings.

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Uh,<00:07:44.754> we<00:07:44.898> have<00:07:45.074> so<00:07:45.331> many<00:07:45.555> different<00:07:45.940> business<00:07:46.341> units<00:07:46.661> here,<00:07:46.934> so<00:07:47.703> we're<00:07:47.879> getting<00:07:48.120> to<00:07:48.216> a<00:07:48.344> place<00:07:48.521> where<00:07:48.601> we'll<00:07:48.970> dedicate<00:07:49.178> a<00:07:49.243> day<00:07:49.484> to<00:07:49.660> a<00:07:49.725> specific<00:07:50.287> business<00:07:50.672> unit<00:07:51.090> and<00:07:51.170> work<00:07:51.411> on<00:07:51.508> that.

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But<00:07:52.761> yeah,<00:07:53.018> a<00:07:53.098> lot<00:07:53.339> of<00:07:53.901> ideating,<00:07:55.010> a<00:07:55.026> lot<00:07:55.251> of<00:07:55.331> strategic<00:07:55.813> planning,<00:07:56.214> but<00:07:56.327> then<00:07:56.455> at<00:07:56.536> the<00:07:56.616> same<00:07:56.937> time,<00:07:58.303> there's<00:07:58.865> real-time<00:07:59.283> conversations<00:07:59.989> happening<00:08:00.471> on,<00:08:00.953> you<00:08:00.985> know,<00:08:01.291> everything<00:08:01.772> from<00:08:02.174> the<00:08:02.335> impact<00:08:02.720> that<00:08:02.881> tariffs<00:08:03.282> might<00:08:03.443> have<00:08:03.684> on<00:08:03.764> our<00:08:03.941> business<00:08:04.568> to<00:08:05.387> what's<00:08:05.628> the<00:08:05.708> promotional<00:08:06.270> plan<00:08:06.672> for<00:08:06.897> Father's<00:08:07.315> Day,<00:08:07.475> which<00:08:07.636> is<00:08:07.716> coming<00:08:08.021> up<00:08:08.134> in<00:08:08.214> a<00:08:08.278> few<00:08:08.503> weeks,<00:08:08.825> right?

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So,<00:08:09.788> it<00:08:09.885> requires<00:08:10.511> me<00:08:10.624> to<00:08:10.768> wear<00:08:11.090> both<00:08:11.314> hats.

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I<00:08:11.732> have<00:08:11.989> to,<00:08:12.359> you<00:08:12.391> know,<00:08:12.535> be<00:08:12.632> able<00:08:12.776> to<00:08:12.937> put<00:08:13.081> on<00:08:13.178> the<00:08:13.258> strategy<00:08:13.740> hat<00:08:13.981> when<00:08:14.142> needed,<00:08:14.463> but<00:08:14.608> then<00:08:14.849> also<00:08:15.170> the<00:08:15.266> tactical<00:08:15.812> hat<00:08:16.069> as<00:08:16.230> well.

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And<00:08:16.872> that's<00:08:17.064> something<00:08:17.337> that<00:08:17.433> I'm<00:08:18.138> fortunate<00:08:18.475> enough<00:08:18.651> to<00:08:18.715> have<00:08:18.956> with<00:08:19.100> the<00:08:19.180> rest<00:08:19.421> of<00:08:19.517> my<00:08:19.597> leadership<00:08:19.998> team<00:08:20.238> too.

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How<00:08:21.040> do<00:08:21.104> you<00:08:21.264> focus<00:08:21.665> on<00:08:21.825> your<00:08:21.986> own<00:08:22.162> mental<00:08:22.467> health,<00:08:22.787> your<00:08:22.947> own<00:08:23.204> health<00:08:23.605> and<00:08:23.749> wellbeing?

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Like<00:08:24.711> what<00:08:25.063> strategies<00:08:25.673> do<00:08:25.705> you<00:08:25.833> have<00:08:25.929> for<00:08:26.073> other<00:08:26.234> CEOs<00:08:27.051> in<00:08:27.131> that<00:08:27.292> regard?

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Great<00:08:28.478> question.

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I'd<00:08:29.039> love<00:08:29.215> to,<00:08:29.921> you<00:08:29.953> know,<00:08:30.401> I'm<00:08:31.139> always<00:08:31.379> learning<00:08:32.021> because<00:08:32.726> I<00:08:32.822> feel<00:08:32.966> like,<00:08:33.207> you<00:08:33.239> know,<00:08:33.768> it's<00:08:33.928> one<00:08:34.024> of<00:08:34.104> those<00:08:34.265> things<00:08:34.521> that<00:08:35.211> I've<00:08:35.467> never,<00:08:36.044> I'm<00:08:36.429> not<00:08:36.974> as<00:08:37.294> good<00:08:37.455> at<00:08:37.567> it<00:08:37.695> as<00:08:37.855> I<00:08:37.936> would<00:08:38.112> like<00:08:38.352> to<00:08:38.513> be.

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I<00:08:38.913> think<00:08:39.138> for<00:08:39.314> me,<00:08:39.875> like<00:08:40.052> I<00:08:40.116> mentioned<00:08:40.452> earlier,<00:08:40.997> my<00:08:41.158> mornings<00:08:41.558> and<00:08:41.703> my<00:08:41.879> evenings<00:08:42.344> with<00:08:42.584> my<00:08:43.338> family<00:08:43.787> are<00:08:43.883> sacred<00:08:44.364> to<00:08:44.460> me.

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I<00:08:45.245> disconnect<00:08:45.951> and<00:08:46.271> my<00:08:46.384> daughter's<00:08:46.768> at<00:08:46.848> a<00:08:46.929> point<00:08:47.169> now<00:08:47.393> where<00:08:47.490> she'll<00:08:47.730> notice<00:08:48.147> if<00:08:48.275> I'm<00:08:48.435> on<00:08:48.532> my<00:08:48.692> phone.

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So<00:08:49.574> the<00:08:49.734> phones<00:08:50.054> go<00:08:50.295> away.

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They're<00:08:51.337> not<00:08:51.561> at<00:08:51.657> the<00:08:51.738> dinner<00:08:52.042> table.

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I<00:08:52.780> don't<00:08:52.924> have<00:08:53.100> my<00:08:53.260> phone<00:08:53.822> when<00:08:54.062> we're<00:08:54.206> doing<00:08:54.928> our<00:08:55.088> bedtime<00:08:55.505> routine.

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So<00:08:56.627> just<00:08:56.787> that<00:08:57.108> disconnecting<00:08:57.749> from<00:08:57.989> the<00:08:58.069> phone<00:08:58.695> helps<00:08:59.095> so<00:08:59.256> much,<00:08:59.656> right?

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Because<00:09:00.234> it<00:09:00.298> allows<00:09:00.634> me<00:09:00.666> to<00:09:00.795> be<00:09:00.955> present<00:09:01.436> and<00:09:01.580> in<00:09:01.676> the<00:09:01.740> moment<00:09:02.157> with<00:09:02.301> her.

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And<00:09:02.558> I've<00:09:02.702> started<00:09:02.943> to<00:09:03.039> practice<00:09:03.440> that<00:09:04.161> a<00:09:04.177> little<00:09:04.353> more<00:09:04.626> on<00:09:04.786> the<00:09:04.882> weekends<00:09:05.299> as<00:09:05.507> well.

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And<00:09:06.405> then,<00:09:06.710> you<00:09:06.742> know,<00:09:07.431> try<00:09:07.688> to<00:09:08.024> make<00:09:08.329> time<00:09:08.970> to,<00:09:09.531> you<00:09:09.996> know,<00:09:10.413> work<00:09:10.717> out,<00:09:11.278> do,<00:09:11.535> you<00:09:11.936> know,<00:09:12.192> self-care<00:09:13.218> things<00:09:13.442> that<00:09:13.539> are<00:09:13.683> for<00:09:13.779> me.

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Like<00:09:14.340> even<00:09:14.500> if<00:09:14.597> it's<00:09:14.757> as<00:09:14.901> simple<00:09:15.286> as,<00:09:15.462> hey,<00:09:15.574> I'm<00:09:15.639> going<00:09:15.735> to<00:09:15.799> sneak<00:09:16.168> out<00:09:16.264> during<00:09:16.504> lunch<00:09:16.761> and<00:09:17.386> get<00:09:17.482> my<00:09:17.626> nails<00:09:17.947> done.

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Little<00:09:19.133> things<00:09:19.374> like<00:09:19.550> that.

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And<00:09:20.576> then<00:09:20.817> also<00:09:21.073> trying<00:09:21.394> to<00:09:21.875> practice<00:09:22.421> more<00:09:22.773> meditation<00:09:23.624> and<00:09:23.720> mindfulness.

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I've<00:09:24.682> recently<00:09:25.083> started<00:09:25.388> doing<00:09:25.789> a<00:09:25.885> 5-minute<00:09:26.527> gratitude<00:09:27.008> journal<00:09:28.035> in<00:09:28.115> the<00:09:28.195> mornings<00:09:28.612> and<00:09:28.757> evenings,<00:09:29.093> which<00:09:29.318> I<00:09:29.398> found<00:09:29.591> to<00:09:29.735> be<00:09:29.895> very<00:09:30.136> helpful<00:09:30.697> and,<00:09:31.323> uh,<00:09:31.820> think<00:09:31.997> a<00:09:32.061> little<00:09:32.302> bit<00:09:32.526> more<00:09:32.847> big<00:09:33.088> picture.

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So<00:09:33.809> even<00:09:33.986> though<00:09:34.130> it<00:09:34.226> may<00:09:34.387> feel<00:09:34.708> like,<00:09:35.269> you<00:09:35.349> know,<00:09:35.574> you're<00:09:35.750> in<00:09:35.846> a<00:09:35.991> rut<00:09:36.312> and<00:09:36.392> you're<00:09:36.536> just<00:09:36.777> going<00:09:37.098> in<00:09:37.178> a<00:09:37.274> routine,<00:09:38.236> it<00:09:38.333> always<00:09:38.782> makes<00:09:38.958> me<00:09:39.119> think<00:09:39.295> about,<00:09:39.600> you<00:09:39.680> know,<00:09:39.841> what<00:09:39.985> brought<00:09:40.242> me<00:09:40.402> joy<00:09:41.204> that<00:09:41.445> day,<00:09:41.910> um,<00:09:42.086> which<00:09:42.311> I<00:09:42.391> found<00:09:42.824> super<00:09:43.193> helpful<00:09:43.594> for<00:09:43.754> my<00:09:44.412> mental<00:09:44.717> health<00:09:44.893> and<00:09:44.973> wellbeing.

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How<00:09:46.160> have<00:09:46.481> the<00:09:46.578> tariffs<00:09:47.203> affected<00:09:47.604> your<00:09:47.765> company?

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Yeah,<00:09:48.984> we<00:09:49.786> were<00:09:50.268> fortunate<00:09:50.813> that<00:09:51.006> we<00:09:51.150> haven't<00:09:51.407> seen<00:09:51.696> a<00:09:51.712> major<00:09:52.097> impact<00:09:52.514> just<00:09:52.819> yet.

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So<00:09:53.958> we're<00:09:54.857> in<00:09:55.306> a<00:09:55.403> good<00:09:55.627> place<00:09:55.964> right<00:09:56.141> now,<00:09:56.606> but<00:09:57.232> we<00:09:57.409> partner<00:09:57.874> with<00:09:59.559> manufacturers<00:10:00.297> and<00:10:00.393> suppliers<00:10:01.244> all<00:10:01.420> over<00:10:01.661> the<00:10:01.805> globe,<00:10:03.169> whether<00:10:03.571> it's,<00:10:03.908> you<00:10:03.988> know,<00:10:04.389> the<00:10:04.710> chocolate<00:10:05.737> that's<00:10:06.138> on<00:10:06.234> our<00:10:06.956> dipped<00:10:07.181> strawberries<00:10:08.641> to<00:10:09.123> the<00:10:09.283> containers<00:10:10.487> that<00:10:10.647> the<00:10:10.728> arrangements<00:10:11.289> get<00:10:11.530> built<00:10:11.835> in.

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So<00:10:12.332> we've<00:10:12.493> been<00:10:12.653> working<00:10:12.974> with<00:10:13.135> our<00:10:13.439> different<00:10:13.841> partners<00:10:14.338> to<00:10:14.499> figure<00:10:14.819> out<00:10:14.900> strategies<00:10:16.183> to<00:10:16.344> minimize<00:10:16.969> the<00:10:17.066> impact.

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So<00:10:18.253> we're<00:10:18.429> in<00:10:18.750> a<00:10:18.894> really<00:10:19.151> good<00:10:19.327> place<00:10:19.632> today,<00:10:19.953> but<00:10:20.097> it<00:10:20.194> is<00:10:20.290> something<00:10:20.755> that<00:10:20.996> we're<00:10:21.156> constantly<00:10:21.798> looking<00:10:22.183> at<00:10:22.359> and<00:10:22.456> seeing,<00:10:23.466> you<00:10:23.562> know,<00:10:23.707> how<00:10:24.028> does<00:10:24.204> this<00:10:24.429> affect<00:10:24.750> our<00:10:24.926> business?

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How<00:10:25.407> does<00:10:25.584> it<00:10:25.664> affect<00:10:25.969> our<00:10:26.113> franchisees?

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And<00:10:26.851> then<00:10:27.011> most<00:10:27.252> important,<00:10:27.653> how<00:10:27.830> is<00:10:27.974> this<00:10:28.134> affecting<00:10:28.776> the<00:10:29.177> end<00:10:29.402> consumer<00:10:29.979> and<00:10:30.059> the<00:10:30.220> people<00:10:30.525> who<00:10:30.621> are<00:10:30.845> buying<00:10:31.503> our<00:10:31.904> products?

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And<00:10:33.027> luckily<00:10:33.428> it<00:10:33.508> hasn't<00:10:33.829> been<00:10:33.990> anything<00:10:34.375> too<00:10:34.567> extreme<00:10:35.113> just<00:10:35.433> yet,<00:10:35.738> but<00:10:36.252> something<00:10:36.556> that<00:10:36.701> we've<00:10:36.941> already<00:10:37.214> started<00:10:37.503> to<00:10:37.599> do,<00:10:37.759> just<00:10:37.984> the<00:10:38.064> sentiment<00:10:38.626> out<00:10:38.786> there<00:10:38.963> with<00:10:39.203> consumers.

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And,<00:10:40.326> you<00:10:40.422> know,<00:10:40.631> when<00:10:41.192> your<00:10:41.930> discretionary<00:10:42.652> income<00:10:43.037> starts<00:10:43.374> to<00:10:43.518> shrink,<00:10:43.936> gifting<00:10:44.353> is<00:10:44.561> one<00:10:44.673> of<00:10:44.802> the<00:10:44.978> things<00:10:45.219> that<00:10:45.379> goes<00:10:45.620> away<00:10:45.941> first.

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We've<00:10:46.983> shifted<00:10:47.384> very<00:10:47.608> heavily<00:10:48.025> into<00:10:48.265> value<00:10:48.602> messaging<00:10:49.868> and<00:10:49.949> highlighting<00:10:50.429> our<00:10:50.590> Gifts<00:10:50.830> Under<00:10:51.071> $50<00:10:51.375> category.

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We've<00:10:52.513> got—<00:10:52.818> you<00:10:52.898> can<00:10:53.010> go<00:10:53.155> on<00:10:53.251> our<00:10:53.459> website<00:10:53.940> and<00:10:54.116> order<00:10:54.677> a<00:10:54.758> box<00:10:55.158> of<00:10:55.864> dipped<00:10:56.120> fruit<00:10:56.361> to<00:10:56.521> get<00:10:56.842> delivered<00:10:57.242> to<00:10:57.306> your<00:10:57.467> house<00:10:58.044> today<00:10:58.445> under<00:10:58.669> $50,<00:10:59.631> right?

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So<00:11:00.192> want<00:11:01.394> to<00:11:01.747> make<00:11:01.955> sure<00:11:02.067> that<00:11:02.196> we<00:11:02.292> continue<00:11:02.629> to<00:11:02.757> highlight<00:11:03.174> those<00:11:03.478> offerings<00:11:03.959> so<00:11:04.135> that<00:11:04.296> there's<00:11:05.097> approachable<00:11:05.578> price<00:11:05.899> points<00:11:06.139> and<00:11:06.219> something<00:11:06.540> available<00:11:07.101> for<00:11:07.422> everyone,<00:11:08.640> no<00:11:08.720> matter<00:11:08.944> where<00:11:09.105> they<00:11:09.249> fall.

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What<00:11:10.692> have<00:11:10.788> you<00:11:11.012> learned<00:11:11.205> about<00:11:11.429> leadership<00:11:11.830> from<00:11:11.990> your<00:11:12.086> dad<00:11:12.535> or<00:11:12.776> others<00:11:13.353> that<00:11:13.593> kind<00:11:13.914> of<00:11:13.978> has<00:11:14.299> prepared<00:11:14.796> you<00:11:15.100> for<00:11:15.918> your<00:11:16.238> role<00:11:16.799> and<00:11:17.104> what<00:11:17.264> you're<00:11:17.360> doing<00:11:17.681> now?

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Yeah,<00:11:19.044> first<00:11:19.428> and<00:11:19.524> foremost,<00:11:20.791> uh,<00:11:21.288> listening.

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Just<00:11:22.490> being<00:11:22.875> a<00:11:23.035> very<00:11:23.596> active<00:11:24.093> listener.

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I'll<00:11:24.734> tell<00:11:25.039> you,<00:11:25.360> I<00:11:25.456> think<00:11:25.616> I've<00:11:25.841> learned<00:11:26.017> this<00:11:26.177> from<00:11:26.338> my<00:11:26.562> daughter.

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Just,<00:11:27.556> you<00:11:27.620> know,<00:11:27.844> like<00:11:28.101> being<00:11:28.566> present<00:11:29.287> with<00:11:29.528> her<00:11:30.025> and<00:11:30.666> listening<00:11:31.147> to<00:11:31.291> her,<00:11:31.547> and<00:11:31.868> her—<00:11:32.093> it's<00:11:32.365> just<00:11:32.702> taught<00:11:32.830> me<00:11:32.910> to<00:11:32.990> slow<00:11:33.391> down<00:11:34.273> and<00:11:34.353> actually,<00:11:34.754> you<00:11:34.834> know,<00:11:35.219> digest,<00:11:36.132> you<00:11:36.293> know,<00:11:36.757> everything.

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So<00:11:37.479> I<00:11:37.543> think<00:11:37.799> listening<00:11:38.264> is,<00:11:38.457> is<00:11:38.601> just<00:11:38.777> a<00:11:38.841> very<00:11:39.082> important<00:11:39.419> skill<00:11:39.723> to<00:11:39.867> have.

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I<00:11:41.310> think<00:11:41.487> the<00:11:41.631> other<00:11:41.887> big<00:11:42.112> one,<00:11:42.609> and,<00:11:42.769> you<00:11:42.833> know,<00:11:42.913> I've<00:11:43.074> got<00:11:43.314> this—<00:11:43.795> learned<00:11:44.276> you<00:11:44.356> know,<00:11:44.516> from<00:11:44.692> my<00:11:44.853> dad.

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And<00:11:45.253> then<00:11:45.478> also<00:11:46.119> I<00:11:46.135> went<00:11:46.279> to<00:11:46.375> Babson<00:11:46.760> College<00:11:47.577> in<00:11:47.721> Massachusetts,<00:11:48.378> super<00:11:49.179> entrepreneurial.

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You<00:11:50.221> know,<00:11:50.862> they're<00:11:51.166> all<00:11:51.246> about<00:11:51.423> entrepreneurial<00:11:51.903> leadership,<00:11:52.929> always<00:11:53.346> being<00:11:53.682> solution-oriented<00:11:54.948> and<00:11:55.028> solution-minded.

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I've<00:11:56.534> been<00:11:56.695> in<00:11:56.791> meetings<00:11:57.416> with<00:11:57.576> my<00:11:57.752> dad<00:11:58.137> where<00:11:58.297> he'll,<00:11:58.618> you<00:11:58.650> know,<00:11:58.858> he'll<00:11:59.018> say,<00:11:59.675> just<00:11:59.787> skip<00:12:00.012> to<00:12:00.140> the<00:12:00.172> last<00:12:00.508> slide<00:12:00.877> that<00:12:01.021> has<00:12:01.198> the<00:12:01.262> recommendation<00:12:01.919> on<00:12:02.063> it,<00:12:02.303> right?

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We<00:12:02.576> don't<00:12:02.752> need<00:12:02.816> to<00:12:02.960> go<00:12:03.185> through<00:12:03.361> the<00:12:03.505> whole<00:12:03.681> deck<00:12:03.922> on<00:12:04.002> the<00:12:04.146> why.

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Let's<00:12:04.723> start<00:12:05.043> with<00:12:05.348> what<00:12:05.444> the<00:12:05.540> solution<00:12:06.005> is<00:12:06.165> and<00:12:06.229> then<00:12:06.389> work<00:12:06.566> our<00:12:06.710> way<00:12:06.870> back.

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And<00:12:07.687> that's<00:12:07.912> something<00:12:08.248> that<00:12:08.328> I<00:12:08.473> do<00:12:08.809> a<00:12:08.873> lot<00:12:09.049> with<00:12:09.210> my<00:12:09.370> team<00:12:09.610> now<00:12:09.851> as<00:12:10.011> well.

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I<00:12:10.732> found<00:12:10.957> it<00:12:11.037> really<00:12:11.213> helpful.

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And<00:12:11.694> what<00:12:11.758> we've<00:12:11.918> realized<00:12:12.399> is,<00:12:12.656> you<00:12:12.752> know,<00:12:12.912> sometimes<00:12:13.618> there's<00:12:14.099> a<00:12:14.179> lot<00:12:14.403> of<00:12:14.996> stuff<00:12:15.397> that<00:12:15.477> we<00:12:15.606> might<00:12:15.702> be<00:12:15.862> preparing<00:12:16.904> for<00:12:17.064> that<00:12:17.209> we<00:12:17.305> don't<00:12:17.465> necessarily<00:12:17.962> need<00:12:18.251> to,<00:12:18.507> and<00:12:18.651> we<00:12:18.748> can<00:12:19.629> jump<00:12:19.854> to<00:12:19.966> the<00:12:20.174> action<00:12:20.896> very<00:12:21.152> quickly.

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So<00:12:22.258> yeah,<00:12:22.659> I,<00:12:22.980> I'd<00:12:23.076> say<00:12:23.316> that<00:12:23.493> solution-oriented<00:12:24.278> mindset,<00:12:24.663> super<00:12:24.919> important.

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Active<00:12:26.202> listening<00:12:26.603> is<00:12:26.747> very<00:12:26.923> important.

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Yeah,<00:12:27.965> those<00:12:28.141> are<00:12:28.190> probably<00:12:28.430> the<00:12:28.526> top<00:12:28.767> two.

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Give<00:12:29.648> me<00:12:29.729> a<00:12:29.809> sense<00:12:30.113> for<00:12:30.193> like,<00:12:30.354> you<00:12:30.450> have<00:12:30.771> brick<00:12:30.995> and<00:12:31.043> mortar<00:12:31.652> and<00:12:31.732> you<00:12:31.893> have<00:12:32.678> an<00:12:33.319> e-commerce,<00:12:34.201> and<00:12:34.538> where<00:12:34.698> do<00:12:34.762> you<00:12:34.842> think<00:12:35.083> all<00:12:35.163> of<00:12:35.259> this<00:12:35.500> is<00:12:35.644> going?

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I<00:12:36.061> mean,<00:12:36.686> for<00:12:36.846> years,<00:12:37.808> maybe<00:12:38.065> decades<00:12:38.546> at<00:12:38.626> this<00:12:38.850> point,<00:12:39.011> people<00:12:39.219> have<00:12:39.283> been<00:12:39.427> saying,<00:12:39.812> oh,<00:12:39.892> brick<00:12:40.085> and<00:12:40.165> mortar<00:12:40.389> is<00:12:40.454> going<00:12:40.550> to<00:12:40.630> go<00:12:40.790> away.

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It's<00:12:41.191> all<00:12:41.271> going<00:12:41.351> to<00:12:41.415> be<00:12:41.496> online.

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Obviously,<00:12:42.137> it's<00:12:42.297> not.

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That's<00:12:42.650> not<00:12:42.874> true.

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It<00:12:43.211> hasn't<00:12:43.500> panned<00:12:43.740> out.

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How<00:12:44.718> do<00:12:44.782> you<00:12:44.878> think<00:12:45.199> about<00:12:45.921> the<00:12:46.065> different,<00:12:46.722> different<00:12:47.187> ways<00:12:47.684> and<00:12:47.764> different<00:12:48.069> strategies<00:12:48.871> of<00:12:49.111> running<00:12:49.448> those<00:12:49.768> two,<00:12:50.009> like<00:12:50.233> an<00:12:50.313> actual<00:12:50.586> physical<00:12:51.035> location<00:12:51.933> and<00:12:52.029> an<00:12:52.157> entirely<00:12:52.638> online?

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That's<00:12:53.793> a<00:12:53.857> great<00:12:54.017> question.

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We,<00:12:55.460> we<00:12:55.620> really<00:12:55.925> look<00:12:56.085> at<00:12:56.181> them<00:12:56.342> as<00:12:56.743> two<00:12:56.967> separate<00:12:57.688> business<00:12:58.025> units,<00:12:58.442> even<00:12:58.666> though<00:12:58.827> they're<00:12:59.051> very<00:12:59.372> interconnected.

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I'd<00:13:00.687> say<00:13:01.408> it's<00:13:02.370> the<00:13:02.482> most<00:13:02.739> important<00:13:03.156> thing<00:13:03.316> to<00:13:03.476> realize<00:13:03.957> and<00:13:04.101> understand<00:13:04.534> is<00:13:04.759> it<00:13:04.823> is<00:13:04.935> not<00:13:05.160> the<00:13:05.240> same<00:13:05.544> customer.

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Especially<00:13:06.844> for<00:13:07.005> a<00:13:07.085> business<00:13:07.471> like<00:13:07.664> ours.

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The<00:13:08.129> customer<00:13:08.595> that<00:13:08.692> is<00:13:08.756> shopping<00:13:09.238> online,<00:13:09.896> it's<00:13:10.603> me<00:13:10.860> sending<00:13:11.583> an<00:13:11.824> Edible<00:13:12.065> Arrangement<00:13:12.707> to<00:13:12.852> my<00:13:12.964> sister<00:13:13.414> in<00:13:13.511> California<00:13:14.233> for<00:13:14.378> her<00:13:14.555> birthday<00:13:15.599> versus<00:13:16.338> someone<00:13:16.723> who's<00:13:16.964> shopping<00:13:17.526> local<00:13:18.008> and<00:13:18.169> in<00:13:18.313> their<00:13:18.410> neighborhood.

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They're<00:13:19.116> stopping<00:13:19.679> in<00:13:19.936> for<00:13:20.257> a<00:13:20.321> treat.

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They're<00:13:20.819> stopping<00:13:21.301> in<00:13:21.381> to<00:13:21.606> grab<00:13:22.008> a<00:13:22.024> housewarming<00:13:22.586> gift<00:13:22.907> on<00:13:22.988> their<00:13:23.148> way<00:13:23.245> to<00:13:23.470> a<00:13:23.550> party.

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They're<00:13:24.594> stopping<00:13:24.995> in<00:13:25.156> for<00:13:25.317> an<00:13:25.542> after-school<00:13:26.345> snack<00:13:26.923> with<00:13:27.019> their<00:13:27.228> kids.

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So<00:13:28.208> when<00:13:28.433> you<00:13:28.610> realize<00:13:29.236> that<00:13:29.332> the<00:13:29.477> customers<00:13:30.136> are<00:13:30.280> different,<00:13:30.939> it's<00:13:31.324> easy<00:13:31.581> to<00:13:31.662> tailor<00:13:32.143> the<00:13:32.272> messaging<00:13:32.786> accordingly.

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And<00:13:34.633> I<00:13:34.713> don't<00:13:34.954> think,<00:13:35.275> I<00:13:35.307> don't<00:13:35.436> think<00:13:35.596> retail<00:13:35.998> is<00:13:36.158> going<00:13:36.399> anywhere,<00:13:36.801> right?

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It's—<00:13:37.925> we've<00:13:38.165> seen<00:13:38.567> people<00:13:39.370> shift<00:13:39.611> 100%<00:13:40.413> into<00:13:40.718> e-commerce<00:13:41.377> and<00:13:41.602> online<00:13:41.923> shopping<00:13:42.485> during<00:13:42.726> the<00:13:42.886> pandemic.

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Now<00:13:44.010> you're<00:13:44.106> seeing<00:13:44.492> that<00:13:44.733> wave<00:13:45.070> coming<00:13:45.391> back<00:13:45.632> to<00:13:45.792> retail,<00:13:46.675> but<00:13:46.772> it's<00:13:46.916> coming<00:13:47.157> back<00:13:47.398> in<00:13:47.478> a<00:13:47.543> way<00:13:47.783> where<00:13:48.281> brands<00:13:48.618> are<00:13:48.683> required<00:13:49.164> to<00:13:49.245> have<00:13:49.726> personalized<00:13:50.224> experiences<00:13:50.770> and<00:13:50.850> a<00:13:50.995> reason<00:13:51.252> for<00:13:51.364> someone<00:13:51.733> to<00:13:51.974> walk<00:13:52.215> into<00:13:52.360> your<00:13:52.472> store,<00:13:52.841> right?

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So<00:13:53.821> we<00:13:53.965> are<00:13:54.206> going<00:13:54.463> through<00:13:54.864> a<00:13:54.945> major<00:13:55.426> revamp<00:13:55.908> on<00:13:55.988> the<00:13:56.133> retail<00:13:56.486> side<00:13:57.819> and<00:13:57.915> introducing<00:13:58.557> Edible<00:13:58.879> Next<00:13:59.200> Gen.

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It's<00:14:00.242> more<00:14:00.403> of<00:14:00.483> a<00:14:00.563> destination.

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It's<00:14:02.727> a<00:14:02.871> really<00:14:03.192> cool<00:14:03.448> store<00:14:04.073> where<00:14:04.233> you<00:14:04.330> can<00:14:04.490> come<00:14:04.730> in<00:14:04.955> and<00:14:05.051> you<00:14:05.211> can<00:14:06.173> grab<00:14:06.397> a<00:14:06.477> coffee,<00:14:06.894> grab<00:14:07.119> a<00:14:07.151> smoothie.

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You<00:14:08.000> can<00:14:08.978> build<00:14:09.202> your<00:14:09.379> own<00:14:09.539> dipped<00:14:09.779> fruit<00:14:10.020> box,<00:14:10.581> build<00:14:10.741> your<00:14:10.901> own<00:14:10.997> arrangement,<00:14:12.985> get<00:14:13.145> a<00:14:13.289> quick<00:14:13.546> gift.

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It's<00:14:14.908> a<00:14:15.069> really<00:14:15.469> nice<00:14:16.191> retail<00:14:16.816> experience<00:14:17.553> that's<00:14:17.858> super<00:14:18.098> inviting,<00:14:18.819> and<00:14:18.915> it<00:14:18.996> allows<00:14:19.316> the<00:14:19.396> customer<00:14:19.797> to<00:14:19.893> shop<00:14:20.198> how<00:14:20.374> they<00:14:20.662> want<00:14:20.839> to.

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So<00:14:21.720> we've<00:14:21.945> taken<00:14:22.201> that<00:14:22.361> learning<00:14:22.682> of,<00:14:22.826> hey,<00:14:22.939> if<00:14:23.083> we<00:14:23.243> want<00:14:23.403> people<00:14:23.660> to<00:14:23.804> come<00:14:23.980> into<00:14:24.205> our<00:14:24.365> retail<00:14:24.670> stores,<00:14:25.327> there<00:14:25.471> has<00:14:25.631> to<00:14:25.663> be<00:14:25.743> something<00:14:26.112> compelling<00:14:26.673> here<00:14:26.994> that<00:14:27.090> they<00:14:27.170> are<00:14:27.394> drawn<00:14:27.715> to.

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So<00:14:28.533> really<00:14:28.838> excited<00:14:29.175> about<00:14:29.415> that.

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We<00:14:29.816> just<00:14:30.057> opened<00:14:30.362> our<00:14:30.859> first<00:14:31.581> NextGen<00:14:32.063> store<00:14:32.704> in<00:14:32.865> Connecticut<00:14:33.587> and<00:14:33.731> have<00:14:33.844> another<00:14:34.213> one<00:14:34.453> opening<00:14:35.031> in<00:14:35.191> Atlanta<00:14:35.592> later<00:14:35.913> this<00:14:36.138> year.

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Oh,<00:14:37.036> I<00:14:37.117> see.

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That's,<00:14:37.903> that's<00:14:38.224> cool.

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What<00:14:39.026> has<00:14:39.202> the<00:14:39.266> response<00:14:39.684> been<00:14:39.828> from<00:14:40.005> like<00:14:40.181> your<00:14:40.390> long-term<00:14:41.288> customers<00:14:42.074> now<00:14:42.251> that<00:14:42.331> you're<00:14:42.491> entering<00:14:42.876> the<00:14:42.973> cannabis<00:14:43.534> industry?

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I<00:14:44.016> mean,<00:14:44.401> how<00:14:44.657> has<00:14:45.379> everybody<00:14:45.716> been<00:14:45.957> supportive?

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I<00:14:46.358> know<00:14:46.502> that<00:14:46.647> can<00:14:46.807> kind<00:14:46.920> of<00:14:46.984> be<00:14:47.128> controversial,<00:14:47.545> maybe<00:14:47.786> not<00:14:47.930> as<00:14:48.027> much<00:14:48.588> actually<00:14:48.909> now,<00:14:49.150> I<00:14:49.230> don't<00:14:49.374> know,<00:14:49.711> but<00:14:50.513> what's<00:14:50.995> the<00:14:51.059> response<00:14:51.476> been?

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Yeah,<00:14:52.503> I<00:14:52.535> don't,<00:14:52.904> I<00:14:52.920> actually<00:14:53.161> don't<00:14:53.385> think<00:14:53.562> it's<00:14:53.722> been<00:14:54.204> controversial<00:14:54.845> for<00:14:54.990> us<00:14:55.182> at<00:14:55.311> all.

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One<00:14:55.728> important<00:14:56.065> thing<00:14:56.225> to<00:14:56.305> note<00:14:56.835> is<00:14:57.172> you<00:14:57.252> know,<00:14:57.476> this<00:14:57.717> is<00:14:57.893> a<00:14:57.974> separate<00:14:58.695> business<00:14:59.096> unit<00:14:59.497> that<00:14:59.673> sits<00:15:00.138> outside<00:15:00.684> of<00:15:01.245> Edible<00:15:01.502> Arrangements.

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And<00:15:02.624> then<00:15:02.929> two,<00:15:03.987> we<00:15:04.228> were<00:15:04.532> actually<00:15:04.869> surprised<00:15:05.430> by<00:15:05.655> how<00:15:05.896> positive<00:15:06.457> the<00:15:06.537> response<00:15:07.034> and<00:15:07.098> the<00:15:07.130> sentiment<00:15:07.756> was.

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I<00:15:08.381> was<00:15:08.638> expecting<00:15:09.279> a<00:15:09.359> little<00:15:09.584> bit<00:15:09.696> of<00:15:09.840> pushback<00:15:10.257> or<00:15:10.322> negativity,<00:15:10.883> but<00:15:11.027> I<00:15:11.123> feel<00:15:11.316> like<00:15:12.086> we,<00:15:12.310> you<00:15:12.503> know,<00:15:12.727> as<00:15:12.887> a<00:15:13.032> consumer<00:15:13.433> base,<00:15:13.609> we're<00:15:13.753> past<00:15:14.074> that,<00:15:14.395> right?

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I<00:15:14.651> think<00:15:14.812> people<00:15:15.116> are<00:15:15.357> looking<00:15:15.678> for<00:15:16.431> safe<00:15:16.816> and<00:15:16.961> trusted<00:15:17.378> products<00:15:18.003> and<00:15:18.324> they<00:15:18.596> are,<00:15:19.206> they<00:15:19.382> are,<00:15:19.863> they<00:15:20.088> want<00:15:20.328> to<00:15:20.424> learn<00:15:20.729> more.

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And<00:15:21.627> this<00:15:21.852> is<00:15:22.012> just<00:15:22.285> encouraging<00:15:22.910> that.

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So<00:15:23.744> So<00:15:24.337> we're,<00:15:24.834> we're<00:15:25.075> really<00:15:25.395> fortunate<00:15:25.940> that<00:15:26.036> we<00:15:26.197> have<00:15:26.421> the<00:15:26.533> platform<00:15:27.063> to<00:15:27.143> do<00:15:27.303> that.

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And<00:15:27.560> for<00:15:27.720> us,<00:15:27.880> it's<00:15:28.040> so<00:15:28.137> much<00:15:28.425> more<00:15:28.602> than<00:15:28.762> just<00:15:29.147> creating<00:15:29.483> an<00:15:29.644> e-commerce<00:15:30.525> marketplace<00:15:31.311> and<00:15:31.407> platform.

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It's<00:15:32.113> also<00:15:32.866> focusing<00:15:33.331> on<00:15:33.475> content<00:15:33.892> and<00:15:34.052> education.

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You<00:15:35.078> know,<00:15:35.335> what<00:15:35.495> are<00:15:35.656> these<00:15:35.896> products?

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What<00:15:36.682> are<00:15:36.778> the<00:15:36.922> differences<00:15:37.499> between<00:15:37.884> the<00:15:37.980> different<00:15:38.381> blends?

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What<00:15:39.487> kind<00:15:39.744> of<00:15:39.824> dosage<00:15:40.289> is<00:15:40.449> right<00:15:40.706> for<00:15:40.786> you?

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So<00:15:42.132> we're<00:15:42.213> really<00:15:42.389> excited<00:15:42.726> to<00:15:42.870> build<00:15:43.174> out<00:15:43.271> the<00:15:43.351> content<00:15:43.816> portion<00:15:44.168> of<00:15:44.313> this<00:15:44.441> as<00:15:44.633> well.

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That's<00:15:45.595> great.

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Finally,<00:15:46.717> we<00:15:47.022> end<00:15:47.263> every<00:15:47.519> interview<00:15:48.000> with<00:15:48.144> the<00:15:48.224> same<00:15:48.481> question,<00:15:49.026> and<00:15:49.122> that<00:15:49.347> is<00:15:49.443> at<00:15:49.539> CEO.com,<00:15:50.325> we<00:15:50.485> believe<00:15:50.725> the<00:15:50.806> chances<00:15:51.206> one<00:15:51.511> gives<00:15:52.024> is<00:15:52.168> just<00:15:52.345> as<00:15:52.409> important<00:15:52.713> as<00:15:52.793> the<00:15:52.890> chances<00:15:53.274> one<00:15:53.371> takes.

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When<00:15:54.493> you<00:15:54.653> hear<00:15:54.877> that,<00:15:55.054> who<00:15:55.214> gave<00:15:55.439> you<00:15:55.535> a<00:15:55.615> chance<00:15:55.871> to<00:15:56.016> get<00:15:56.160> you<00:15:56.256> to<00:15:56.336> where<00:15:56.561> you<00:15:56.721> are<00:15:56.817> today?

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Oh,<00:15:57.939> that's<00:15:58.116> a<00:15:58.244> great<00:15:58.420> question.

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I'd<00:16:01.129> say,<00:16:02.412> well,<00:16:02.812> look,<00:16:02.989> if<00:16:03.053> you<00:16:03.149> look<00:16:03.373> at,<00:16:03.486> if<00:16:03.550> you<00:16:03.694> think<00:16:03.854> about<00:16:04.175> it,<00:16:04.351> you<00:16:04.447> know,<00:16:04.816> one<00:16:05.057> is<00:16:06.435> my<00:16:06.596> family,<00:16:07.461> right?

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I'd<00:16:08.391> say<00:16:08.519> that's<00:16:08.744> probably<00:16:09.160> the<00:16:09.305> biggest<00:16:09.721> one.

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You<00:16:10.940> don't<00:16:11.164> see<00:16:11.725> a<00:16:11.869> lot<00:16:12.110> of<00:16:13.649> generational<00:16:14.290> transitions<00:16:15.236> in<00:16:15.396> family<00:16:15.877> businesses.

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So<00:16:17.416> I<00:16:17.576> think,<00:16:17.801> you<00:16:17.833> know,<00:16:17.977> my<00:16:18.217> family,<00:16:18.698> my<00:16:18.859> dad<00:16:19.099> and<00:16:19.163> my<00:16:19.259> family<00:16:19.740> as<00:16:19.836> a<00:16:19.965> whole<00:16:20.285> has<00:16:20.943> entrusted<00:16:21.569> me<00:16:21.746> with<00:16:21.907> this,<00:16:23.175> and<00:16:23.657> I'm<00:16:24.154> really<00:16:24.395> excited<00:16:25.037> to<00:16:26.065> lean<00:16:26.306> into<00:16:26.627> it<00:16:27.028> and<00:16:27.911> build<00:16:28.184> a<00:16:28.313> brand<00:16:28.714> that<00:16:28.875> my<00:16:29.051> dad<00:16:29.372> grew<00:16:29.694> to<00:16:29.918> the<00:16:29.950> next<00:16:30.336> level,<00:16:31.203> to<00:16:31.444> grow<00:16:31.684> it<00:16:31.781> to<00:16:31.925> the<00:16:31.957> next<00:16:32.327> level.

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I<00:16:33.788> recently<00:16:34.173> did<00:16:34.334> another<00:16:34.735> podcast<00:16:35.313> and<00:16:35.377> I<00:16:35.458> was<00:16:35.554> talking<00:16:36.019> about,<00:16:36.212> you<00:16:36.341> know,<00:16:36.758> 15-year-old<00:16:37.400> Somia<00:16:37.818> saw<00:16:38.203> where<00:16:38.299> she<00:16:38.540> is<00:16:38.685> today.

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You<00:16:39.247> should<00:16:39.407> be<00:16:39.552> mind<00:16:39.793> blown.

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And<00:16:40.611> it's<00:16:40.692> just,<00:16:40.916> you<00:16:40.949> know,<00:16:41.109> it's<00:16:41.318> true.

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So<00:16:42.121> really<00:16:42.377> a<00:16:42.394> lot<00:16:42.618> of<00:16:42.843> credit<00:16:43.100> to<00:16:43.261> my<00:16:43.582> family<00:16:44.224> and<00:16:44.304> my<00:16:44.400> support<00:16:44.850> system<00:16:45.765> for,<00:16:46.295> you<00:16:46.375> know,<00:16:46.632> giving<00:16:46.954> me<00:16:47.099> the<00:16:47.195> chance<00:16:47.999> to<00:16:48.241> really<00:16:48.482> shine<00:16:49.045> and<00:16:50.026> supporting<00:16:50.572> me<00:16:50.733> both<00:16:51.055> personally<00:16:51.618> and<00:16:51.698> professionally.

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I<00:16:52.824> love<00:16:53.000> it.

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So,<00:16:53.226> I<00:16:53.242> mean,<00:16:53.467> thank<00:16:53.644> you<00:16:53.772> so<00:16:53.885> much<00:16:54.110> for<00:16:54.190> coming<00:16:54.496> on.

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Seriously,<00:16:55.077> congratulations.

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What<00:16:56.530> an<00:16:56.595> incredible<00:16:57.095> business.

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Congratulations<00:16:58.128> on<00:16:58.209> the<00:16:58.305> launch<00:16:58.564> of<00:16:58.644> edibles.com<00:16:59.435> and<00:16:59.516> everything<00:16:59.839> you're<00:17:00.000> doing.

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We'll<00:17:00.388> have<00:17:00.484> you<00:17:00.565> back<00:17:00.872> on<00:17:01.033> as,<00:17:01.760> as,<00:17:02.082> uh,<00:17:02.341> you<00:17:02.421> know,<00:17:02.583> things<00:17:02.760> continue<00:17:03.148> to<00:17:03.293> grow<00:17:03.535> and<00:17:03.600> develop.

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And<00:17:04.037> really,<00:17:04.425> what<00:17:04.587> an<00:17:04.668> honor<00:17:04.846> to<00:17:04.943> have<00:17:05.105> you.

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Thanks<00:17:05.882> so<00:17:05.946> much<00:17:06.141> for<00:17:06.238> having<00:17:06.432> me,<00:17:06.610> Clint.

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Really<00:17:07.209> nice<00:17:07.371> to<00:17:07.500> meet<00:17:07.597> you.

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Likewise.

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Thank<00:17:08.876> you<00:17:08.973> so<00:17:09.119> much.

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Really<00:17:09.766> appreciate<00:17:10.171> it.

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Loving<00:17:23.528> you<00:17:23.851> makes<00:17:24.256> the<00:17:24.596> stars<00:17:24.887> shine<00:17:25.065> brighter.