There’s Finally an Edible for THAT! | Edible Arrangements WILD Pivot

Imagine you’re a veteran delivery driver for Edible Arrangements, having spent a decade delivering "I'm Sorry" fruit bouquets…getting home smelling like fresh pineapples and chocolate. But suddenly, the corporate strategy had taken a turn for the high-minded. You get an email stating, “we aren't just in the fruit business anymore; we’re in the vibes business." What the heck does that even mean? But after delivering their new curated product selection from Edibles.com, realization hits that there’s a whole new meaning to the company’s marketing tagline “there’s an edible for that.” In all honesty, this must be one of the wildest strategic pivots ever!