The Edible® Leadership Team

Somia Farid Silber serves as the Chief Executive Officer of Edible® Brands, a role she assumed in October 2024 after a transformative tenure as President. As CEO, Somia is dedicated to guiding her family-owned business into its next phase of creativity and expansion, steering the strategic direction for Edible® Brands and its subsidiaries, Edible Arrangements®, edibles.com, and Roti Modern Mediterranean, with a focus on innovation, growth, and expanding the brand’s market presence.

During her time as President, Somia built a world-class executive team and redefined Edible’s brand identity across its digital and physical platforms. She led the development of Edible’s Next Gen retail stores, now under construction in key markets, which will deliver a more personalized and immersive gifting experience. Somia also expanded the company’s e-commerce capabilities by introducing a one-hour delivery guarantee across 70% of the U.S. and partnering with services like DoorDash and Uber Eats. As CEO, Somia continues to drive this innovation, ensuring Edible’s growth across its core brands and subsidiaries.

Somia’s journey to this role is marked by a personal history with the brand and years of dedication and innovation within the company since joining full-time in 2016. Her prior experience as Vice President of eCommerce and General Manager of Netsolace, Edible’s technology arm, was instrumental in driving digital transformation and operational excellence. In 2024, Silber was named one of Georgia’s top 100 C-level executives by Titan 100. She was also recognized as one of the “100 Influential Women in Franchising: Ones to Watch” by What Franchise Magazine in 2020 and as one of the top 40 retail professionals under 40 by Retail TouchPoints and design:retail in 2021.

Somia holds a bachelor’s degree in business administration from Babson College and has served on its Board of Trustees since 2021. Outside of her professional life, she enjoys traveling, gardening, and spending time with her family.

Embarking on an extraordinary journey from Pakistan to America at the age of 11, Tariq Farid’s story is a testament to the American dream. Growing up in West Haven, CT, he embraced the spirit of entrepreneurship early on. Tariq’s journey unfolded at a local McDonald’s, where he discovered the transformative power of business systemization.

In a bold move at 17, armed with a $5,000 loan from family and friends, Tariq purchased a flower shop in East Haven, CT, to open the first Edible Arrangements® (now Edible®) store in 1999. Within two years, he transformed a single store into four. The venture swiftly evolved into a flourishing franchise empire with over 750 stores worldwide.

Tariq’s strategic acumen not only shaped the company’s trajectory but also led him to found Netsolace® in 2001, a software distributor that later evolved into Naranga®, offering cutting-edge technology solutions for franchise companies, including Edible®. Growing the Edible® ecosystem in 2003, he went on to found BerryDirect®, a global supply chain service provider offering reliable global sourcing, fulfillment service, and high-quality products.

Beyond the boardroom, Tariq’s commitment to philanthropy is equally remarkable. In 2013, he established the Tariq Farid Foundation, channeling nearly $1 million annually to causes worldwide, ranging from healthcare and education to supporting refugees and fighting childhood cancer. His commitment to giving back through his foundation reflects his dedication to making a positive difference in the lives of others.

Matthew Walls is a seasoned business leader with over 25 years of experience in the franchise and retail sectors. He holds a Bachelor of Science degree in Political Science from the University of Kentucky, graduated in 1994, and later earned an MBA from Bellarmine University in 2001.

Throughout his career, Walls has held significant leadership positions at global franchise brands such as Domino’s, CKE Restaurants, and Caribou Coffee. During his time with these brands, he has showcased his exceptional expertise in both store development and franchise growth.

Currently, Walls serves as President and Chief Stores Officer at Edible Brands, where he oversees corporate and franchise operations. His key responsibilities include managing store development, focusing on real estate and construction, and driving franchise development to expand the brand domestically and internationally.

Walls' extensive background and commitment to excellence make him a valuable asset to the Edible Brands team as they continue to innovate and grow.

Kevin serves as the Chief Marketing Officer at Edible® Brands, overseeing the transformation and growth of Edible®. Since assuming this role in early 2023, he has been dedicated to shaping the future of the brand, which is renowned globally for its innovative gifts and treats, including fresh fruit arrangements, baked goods, flowers, and chocolates. With a talent for infusing cultural relevance and modernity into brands, Kevin is an industry disruptor leading Edible’s Studio E, a world-class in-house marketing agency as well as refreshing the brand’s image and experience to align with the evolving preferences of today’s gifters.

With a career that began in dynamic global advertising firms in New York City, Kevin quickly earned a reputation for his ability to bridge business strategy, brand purpose, and creativity. He has an impressive track record, having worked with and reinvented iconic brands such as Citibank, Mercedes-Benz, UPS, The Coca-Cola Company, and Orangetheory Fitness. Kevin’s proven success in branding and marketing makes him a driving force behind Edible’s journey of reinvention.

Kevin’s achievements have garnered numerous industry awards, including AdAge Marketer of the Year, the 2020 The Drum Dadi Awards: Most Effective Use of Data, 2020 Little Black Book: Celebrating Creativity, and the 2019 Forbes CMO Next Game-Changing Marketing Leader.

Beyond Kevin’s professional life, he resides in Atlanta with his wife, Abbie. Outside the office, he enjoys spending time with their six children, attending concerts, traveling, and exploring new restaurants.

Angela Johnson is the Chief Strategy and Innovation Officer at Edible® Brands. In her role, she leads the company’s trajectory and secures a leading position in the industry through category expansion and the development of new, innovative product offerings. Angela also oversees the development and implementation of comprehensive training programs across Edible® Brands. She ensures that every team member, from front-line staff to management, receives effective training designed to enhance performance, optimize customer experience, uphold brand standards, and cultivate a culture of continuous learning.

With a background spanning both agency and brand sides of the business, along with extensive experience across multiple franchise brands, Angela brings a unique skill set and perspective to Edible’s innovation strategy, efficiently launching new initiatives that resonate with contemporary consumer preferences.

Angela has cultivated a 23-year career rich in marketing and innovation. Previously, she served as Head of Marketing for Krystal Restaurants, LLC, where she significantly boosted sales by launching a Third Party Delivery and Online Ordering initiative. Her leadership in research and development also drove a double-digit increase in comp sales with the successful launch of Hangover Krystal. Today, Angela pioneers brand growth across various categories like Fruit Arrangements, Dipped Fruit, Bakeshop, and more.

Angela, a graduate of The University of Georgia, holds a degree in international business with a concentration in marketing and finance.

Faraz Iqbal is the Chief Technology Officer at Edible® Brands, where he brings over 25 years of technology and operations experience to drive innovation and efficiency across the company’s e-commerce, store technology, and corporate platforms. He specializes in transforming technology organizations from cost centers to profit centers, with a focus on SaaS and franchise technologies.

Before joining Edible® Brands, Faraz served as the Senior Vice President of Global Services at Zilliant, a leading tech company in Price Optimization and Revenue Management. He also held the position of COO at Naranga, where his team was ranked second in Franchise Online Technology Services by Entrepreneur Magazine.

Faraz holds a master’s degree in International Business from Fairfield University and a bachelor’s degree in Management Information Systems from Pace University. He is a certified Project Management Professional (PMP) and an alumnus of the Leadership Atlanta Class of 2020.

Active in various non-profit initiatives, he serves on multiple boards focused on community and youth development. He lives in Tucker, Georgia, with his wife, four teenage children, and two cats.

Erica Randerson is an entrepreneurial, data-driven e-commerce leader with a track record of driving growth and transformation in the digital space. As Chief Digital Officer at Edible, she oversees all aspects of digital strategy, including site experience, digital product, partnerships, data analytics, and customer insights.

Before joining Edible, Erica served as Vice President of E-Commerce at Divi, a beauty startup recognized as Ulta’s 2023 Emerging Brand of the Year, where she led marketing, technology, and creative. Earlier in her career at Look Listen, a leading full-service digital agency, she refined her leadership skills at the intersection of digital marketing, technology, and creative strategy. Her strategic insights and innovative approach have consistently delivered profitable results.

An Atlanta native, Erica studied marketing at Georgia Tech before launching her professional career. She now lives north of the city with her husband, Matt, and their son, Everett.