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July 9,
2008 Keller
No reason to send flowers you can't eat or cookies you shouldn't, now send
the Edible Arrangement!
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Fresh, Sweet,
Unique
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File this
new Keller located business under, "Why didn't I think of
that? ... it seems so obvious now!"
She had lived some people's American Dream, after all, Jennifer
Brown was a high level executive with a major corporation.
As Vice President of the American Title Corporation of America, she
had achieved a level of responsibility, income and respect that
many in the workforce never experience. However, the
position brought along stress, travel and a feeling something was
missing. Jennifer said, "I was looking for something
different with no travel. Then one day a co-worker sent over an
arrangement of fruit and the direction began to become
clear."
Jennifer decided to investigate the concept of opening her own
business as a franchise owner with Edible Arrangements out of
Connecticut. After visiting the home office, Jennifer said,
"I decided to trade my Blackberry for Strawberry!"
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According to
Jennifer, "We start our day at 7 a.m. to cut fresh fruit
and prepare our arrangements. While we prefer to get orders
at least the day before, we will take orders that morning for an
afternoon delivery." The Keller store has delivered
individual baskets and already catered to weddings and large
corporate functions during its first four months of business in
Keller. |
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Jennifer shows the
base of the arrangements, a fresh head of iceberg lettuce.
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Jennifer,
a resident of Southlake, has been in the Tarrant County area for
about 10 years now. She started aggressively pursuing her
business interest in May of 2005 when she went through the SBA
screening . She now employs 8 at the Keller location. The
arrangements are delivered in a van wrapped in Edible Arrangements
promotions and photos of the products. Jennifer said her
parents were a great help because the custom refrigerated van is
made by special arrangements with a dealership in the State of Massachusetts.
"It was going to cost about $1,500 to have the van delivered
to Keller. My parents said they needed a little vacation
anyway and flew from their home in Oregon to Massachusetts, picked
up the van and drove it to Texas. Along the way, mom and dad were
selling everyone on the concept at every stop in the van,"
exclaimed Jennifer.
Prior to opening Jennifer attended training in the home offices
near Hamden, Connecticut. |
Preparations begin for
the day's baskets. |
The location of the
storefront is at 721 Keller Parkway, Suite 104 in Keller.
Telephone number is 817.741.0004. |
Although
located in Keller, Jennifer said that clients are welcome to order
anywhere within a 25 mile radius of the Keller location.
"Of course for special occasions
like a wedding, or large company function, we will load the van up
and go anywhere in this general area," said Jennifer.
In only 5 years the Edible Arrangements
franchises have expanded to 500 locations. Jennifer is the
first in the LNO coverage area. |
The walls are lined
with different selections of baskets and keepsake containers. |
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The price range is $25
to the most expensive arrangement at $200.
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There
is a large selection of choices with various fruits, chocolate,
keepsake containers and even plush stuff bears to go along with
the presentation. Often the arrangements are delivered with
balloons to provide a special surprise for the lucky recipient.
Part of the success of the franchise is that any of the fruit
items can be ordered from any location with the sole exception of
watermelon that is carried on a seasonal basis. Some
customization can be made, if someone wants to eliminate or add a
fruit selection. "However, we will not stray too far
from the standard arrangement because the fruits are selected to
make a visual color presentation, as well as a great taste
experience," explained Jennifer. |
Jennifer said that her
business has been able to attract great employees. Seen
above is Jennifer Brown, Owner on far left and Anna White on
right. |
Jennifer
said that she really wanted out from behind the desk and she has
certainly done just that..."I used to be behind a desk everyday,
now it is not unusual where I am lifting and stacking boxes of
fresh fruit weighing 50 lbs.
Jennifer said professionally the most difficult task is getting
the word out about her business. She often sends the van to
deliver complimentary baskets to corporations and management to
familiarize them with her healthy alternative. Customers can
go on line and order, currently generating about 15% of Jennifer's
local business. In addition, the nutritional value of the
baskets can also be found online.
Asked to emphasize the message she would like readers to gain from
this article, Jennifer said, "the beautiful edible fruit
arrangements are unique, fresh and make high quality gifts." |
After being
fortunate enough to try the chocolate covered strawberry and apple, I can
testify if you want to make a lasting impression, if you want to send
something over that is not the old standard choice, then Edible
Arrangements is a great solution.
Considering the standard type of alternatives, such as cookie or flower
bouquets, the baskets featuring fruit cut in the shape of flowers and
carefully positioned to make a beautiful "edible" fruit bouquet
is a great gift that will be appreciated and remembered. Like I said, it
all seems so obvious now, what a simple idea presented in elegant
style. Call Jennifer today at 817.741.0004 to learn more.
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