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Edible Arrangements names new CEO

BY Marianne Wilson

Edible Arrangements has named the second CEO in its history.

The retailer, known for its fresh-cut fruit arrangements and all-natural, fresh fruit snacks and dipped treats, has named QSR industry veteran Mike Rotondo as CEO. He joins the company after spending 10 years — the last five as CEO — at Tropical Smoothie Café. His career also includes key leadership roles at Wendy’s International, HoneyBaked Ham and Arby’s Restaurant Group.

Rotondo will be based in Edible’s Atlanta headquarters where he will oversee all franchise operations.

His career spans more than 30 years in the quick-service industry.

“I’ve closely followed Mike’s career over the past decade at Tropical Smoothie, and when the time came to bring in a CEO, I knew he would be perfect for the role,” said Tariq Farid, the founder of Edible and the only CEO in the company’s history.

Farid will now focus on growing Edible Brands, the parent company that includes technology, supply chain and other businesses as well as the Edible Arrangements brand.

With more than 1,200 franchise locations open or under development worldwide, Edible Arrangements is the world’s largest franchisor of shops offering creatively designed fresh cut fruit arrangements.

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M.Gafoor says:
Aug-07-2018 08:05 pm

Welcome to Mr. Rotondo. I'm sure he will leverage his vast knowledge and experience to move the company forward and help this amazing brand's growth.

D.Williams says:
Jul-10-2018 05:41 pm

I do hope Mr. Rotondo will reevaluate the marketing via email contests. They are very misleading and cause much confusion. I received an email stating Giveaway Free Donuts . Noone at the company email response center can or will supply answers to my questions. In short, the Marketing Dept needs some major overhaul. Don't deceive your customers. Or is this the new way introduced by Mr. Rotondo?

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