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Shop's Owner Tastes Success

CANDACE C. MUNDY/TAMPA TRIBUNE PHOTO

Helen Valenzuela, the production manager at Edible Arrangements, 14308-B N. Dale Mabry Hwy., puts the finishing touches on a Delicious Party basket for a customer.

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By ANGELA DELGADO | The Tampa Tribune

Published: November 7, 2007

CARROLLWOOD Cindy Pellegrino needed a change.

Living in Long Island, Pellegrino had just gone through a divorce and the thought of moving to Florida, close to her mother and sister, was more than appealing.

The thought of opening a shop was also appealing. Despite never running a business, she looked for something that would fit her style.

Edible Arrangements was a perfect fit.

"I've never worked in food, but I've always been a crafty person," she said inside her shop at 14308-B N. Dale Mabry Highway. "You get to be creative and make people happy."

Pellegrino moved to Florida in June 2006 and opened her shop that December. She has had the same two employees since day one: Helen Valenzuela and Sarah Boudreau.

"I get a lot of satisfaction in seeing the arrangements that they do and getting people's positive responses to the arrangements that they received," said Pellegrino, 48.

Edible Arrangements was founded by Tariq Farid in 1999. Farid, a florist who serves as president of the company, launched the concept in Connecticut. Franchises are found throughout the United
States, Puerto Rico, the United Kingdom and Canada. Today 785 stores are open or opening soon.

The shops offer exactly what the name states, arrangements you can eat. They are made of anything ranging from pineapples, strawberries, cantaloupes, honeydew, orange slices and grapes. The fruit is cut with special tools to make hearts, daisies, wedges and stars. The fruit may also be dipped in chocolate.

Edible Arrangements offers a variety of treats from the Apple Blossom — which has pineapple daisies, strawberries, grapes and Granny Smith apples dipped in chocolate — to gourmet dipped strawberries, apples and orange wedges. Prices range from $25 to $200.

"It's a great alternative to flowers," Boudreau said.

Pellegrino, Valenzuela and Boudreau have become close as they cut an average of 10 cantaloupes, five honeydews, 180 strawberries, 50 skewers of grapes and seven pineapples a day to make between 15 to 20 bouquets.

It takes the crew about 10 minutes to make a medium-size bouquet and 15 minutes for a large one. This, of course, is after the fruit has been prepped. That takes a few hours. A medium bouquet has an
average of 140 pieces of fruit.

"It's a nice gift because people can share it," Pellegrino added. "You get one of these, and you can look at it and share and enjoy. It's not just something that sits there and looks pretty."

The crew enjoys the job because of the creativity and what it provides to customers.

"It's nice to know that every arrangement has a different story, and people aren't afraid to share it with you," Valenzuela said.

One story that sticks in their minds is the story of Bob McNamara, one of their most faithful customers.

A woman had ordered a bouquet for the Moffitt Cancer Center and, unbeknownst to Pellegrino, the woman was dying of skin cancer. The woman was McNamara's wife, and when she passed away, he ordered 17 arrangements to show his appreciation for those who supported him during his time of need.

Today, McNamara sends an arrangement to the Children's Cancer Center twice a month in memory of his wife and son, who also died of cancer.

"He said this would be a nice way to keep her memory alive," Pellegrino said. "When you meet people like that it makes you appreciate what you do much more."

EDIBLE

ARRANGEMENTS

LOCATION: 14308-B N. Dale Mabry Highway

PHONE: (813) 908-1512

WEB SITE: WWW.edible
arrangements.com

HOURS: Monday through Friday, 8 a.m. to 5 p.m.; Saturday, 8 a.m. to 3 p.m. The store will also be open during Thanksgiving and Christmas. Call for hours.

Reporter Angela Delgado can be reached at (813) 865-1501 or adelgado@tampatrib.com.

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