In her short time at Edible Arrangements, Farid Silber has developed new methods to target younger consumers, including advertising lower price points for everyday occasions and overhauling the company’s social media strategy. After taking over the division in August 2019 when company sales were in a double-digit decline, Farid Silber started turning things around within one month and pulled off a record-setting sales year in 2020 for Edible’s ecommerce platform. The year’s highlights include the best April sales in company history (up 38% year-over-year); best June sales in company history (up 55% year-over-year); and an all-time high Mother’s Day with more than 700,000 orders fulfilled. Farid Silber also introduced new product categories at the beginning of the pandemic, including fresh produce boxes. She grew her ecommerce team from three people to 14 in just two years, and it now includes subject matter experts spanning multiple ecommerce capabilities.