Edible Arrangements, a USA-based company that sells hand-sculpted fresh fruit arrangements, has signed two Master Franchise agreements for Rome and Hong Kong.

The Rome Master Franchise has been purchased by VPF International Ltd, which plans to develop five locations in the city. Fausto Petruzziello, Managing Director of VPF International Ltd, who is originally from Italy but now lives in the USA, has built a team of professionals in the USA and Italy to ensure that Edible Arrangements will succeed in Rome.

Fausto said: 'Since receiving my first Edible Arrangements basket 10 years ago, I've been enamoured with such an original idea and been a frequent customer. Since leaving Rome in 1995, I've always wanted to launch a new, ground-breaking business in my native country and after speaking with the Farid brothers, I knew the Italian culture would respond positively to this unique business. We're very excited to introduce Italians to Edible Arrangements.'

D.T. Hong Kong Ltd, which is owned by Sanja Dujic, has purchased the Edible Arrangements Master Franchise for Hong Kong and plans to open six stores.

Sanja said: 'After hearing about Edible Arrangements from friends in the US, I knew immediately Hong Kongers would love the concept since we have a tradition here of appreciating fine food and gifts. My business background in trade exporting and importing and production has prepared me well to succeed in introducing such a terrific product here in Hong Kong.'

Tariq Farid, CEO and Founder of Edible Arrangements, commented: 'We are excited to introduce Edible Arrangements to consumers in Rome and Hong Kong and welcome Sanja and Fausto into our system. We see great promise in these cities and know our new Master Franchisees will be great ambassadors for the brand.'

Published: 20 August 2009

Back to news