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After 25 Years, a Rebrand is Just the Beginning for Edible

Retail TouchPoints

Her relatively brief time as President — she took on the role in January 2023 — has been eventful, with the rollout of a new marketing approach , multiple product expansions and a rebrand in which the company dropped the word “Arrangements” from its name, as well as a new store concept in the works. Why did you feel the risk was worth it?