How I Built This with Guy Raz Advice Line with Tariq Farid of Edible Arrangements
Nov 6, 2025
Tariq Farid, founder of Edible Arrangements and seasoned entrepreneur, joins to lend his expertise to early-stage founders. He shares insights on how to make Filipino banana ketchup mainstream and debates the impact of brand names like 'cruise' for sustainable ventures. Tariq also discusses scaling personalized services without losing the brand's soul and reflects on his entrepreneurial journey, emphasizing the importance of customer feedback and long-term vision.
AI Snips
Chapters
Transcript
Episode notes
Protect Your Brand When Pivoting
- Pivot into related markets and test new product categories while protecting your core brand assets.
- Own trademarks and domains so you capture future adjacent market opportunities like edibles and wellness.
'Corny' Can Still Be Lucrative
- A brand perceived as 'corny' can still have massive market demand if made relevant for new generations.
- Let new leadership reinterpret the brand to keep it culturally current without abandoning legacy customers.
Mobilize Community Evangelists
- Use your community (Filipino-Americans) as evangelists to spread unfamiliar cuisine to mainstream consumers.
- Leverage TikTok and affiliates to amplify social proof and organic sharing by enthusiastic minority customers.