Edible Arrangements, a well-known, worldwide fruit bouquet franchise, is in the process of relocating their headquarters from Wallingford to Metro Atlanta. Back in early March, plans to establish a second headquarters in Atlanta were publicized, but the announcement to close down the Wallingford headquarters were only reported in late August.
Former CEO Tariq Farid established Edible Arrangements in East Haven, Connecticut in 1999. The company has since expanded into over 1,200 stores in 11 countries. It specializes in providing unique and artistic assortments of fresh fruits for any occasion, from birthday bouquets to healthy family snacks.
Although the Wallingford headquarters only opened in July 2016, Edible Arrangements has had a big impact on the surrounding community. In addition to its economic contributions, the Tariq Farid Foundation, a non-profit dedicated to supporting food and healthcare programs, has given grants to many local organizations like Chrysalis, which supports domestic abuse victims; Literacy Volunteers, which promotes adult literacy; and the Tommy Fund, which aids children diagnosed with cancer. Farid is also an active member of the local Muslim community, creating the Salma K. Farid Academy, a private non-profit Islamic preschool and elementary school in Hamden, CT that bases its curriculum on Islamic culture. Mr. Farid also promoted entrepreneurship, often speaking at conventions and meetings. For example, in January of 2017, he gave a talk at Startup Grind New Haven directed towards small-business owners.
A main reason for the decision to move the headquarters may stem from the appointment of a new CEO. This past July, Mr. Farid stepped down, selecting former CEO of Tropical Smoothie Cafe, Mr. Mike Rotondo to succeed him. In an interview with the New Haven Register, Mr. Donald Klepper-Smith, Chief Economist and Director of Research for New Haven-based DataCore Partners suggested that the move was spurred by three major advantages: demographic shifts, cost, and familiarity. “Census projections through 2030 show significant migration to the Southeast and West,” said Mr. Klepper-Smith. “On average, a net total of 428 people per week move out of Connecticut. Connecticut [also has] the fifth highest cost in the United States for companies doing business. And a third and equally important factor is likely Rotondo’s already having a presence in Atlanta.”
In a formal statement announcing the relocation, Mr. Rotondo said that Edible Arrangements is “excited to make Atlanta the brand’s home base as we build a best in class Support Center for our franchise owner.” The mayor of Sandy Springs, the suburb where the new headquarters are located, commented on the area’s resources, saying “Our deep, talented labor pool, access to world class, world reachable transportation, and superb quality of life all make Sandy Springs a perfect spot for major businesses to call home.”
For Wallingford, the loss of a major company could have a great economic impact. A spokesperson for Edible Arrangements reported that the Wallingford office will downsize from around 130 employees to around 20, who will maintain the office as a small call center. “Edible’s Wallingford, CT office is an important part of the brand’s history and heritage, and we will always have a presence in the community,” added Mr. Rotondo. Edible Arrangements also has 8 subsidiaries, many of which are located in Connecticut, that could also potentially relocate to Atlanta as well, resulting in more layoffs for the local community.
“Any time a company announces a headquarter relocation out of state it is disappointing news,” acknowledged Ms. Catherine Smith, commissioner of Connecticut’s Department of Economic and Community Development in a Hartford Courant article. “But, we have had many more wins than losses in this area. We have successfully recruited more than 90 companies to the state and continue to see great interest from corporations looking to expand or relocate here.”
Although Edible Arrangements will no longer have their headquarter here in Wallingford, the positive influence that the company has had on the local community will still be felt through its earlier altruism, which has benefited many nonprofit organizations and local small businesses.
Edible Arrangements is popular for its flower-like fruit bouquets.
