YouSaid · the spoken record

Tariq Farid

lines on the record: 61
first: 2025-11-06
most recent: 2025-11-06
sittings or episodes: 1
sources: podcast

Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections

“Sam Paulson, Carrie Thompson, Katherine Cypher, Neva Grant, and Elaine Coates. I'm Guy Raz, and you've been listening to the advice line on how I built this lab”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“Thanks so much for listening to the show this week. And by the way, please make sure to check out my newsletter. You can sign up for it for free at guyroz.com or on substack. And of course, if you are working on a business and you'd like to be on this show, send us a one-minute message that tells us a little bit about your business and the questions or issues that you're currently facing because we would love to try and help you solve them. You can send us a voicemail at hibt at id.wondery.com or call us at 1-800-433-1298. Leave a message there and make sure to tell us how to reach you and we'll put all of this information in the podcast description as well. This episode was produced by Romel Wood with music composed by Ramtin Arab Louie. It was edited by Andrea Bruce. Our audio engineer was Robert Rodriguez. Our production staff also includes Chris Massini, Alex Chung, JC Howard, Casey Hern.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“I didn't know what a focus grip was, but he asked me to do a focus group, and I kind of said something to him that I think he didn't like. I said, I did do a focus group. I took it home and I put it on the dining room table. My mother looked at and said, oh my God, honey, this is going to be big. I said, yes, so if mom says it, I think it's going to be cool.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“And by the way, if you haven't heard Tariq's original How I Built This Episode, please go back and check it out. You can find a link to it in the show notes. And here is one of my favorite moments from that interview.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“Someone else let the next leader come in and advise them. And, you know, which I didn't know because we went from kind of nothing to building a brand and you just keep thinking you got to keep working this hard when you actually don't need to.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“I've thought about that a lot because I have to give that advice to my kids. Yeah. So I don't think if I went back, I could do anything different because I never really had any money and anybody I bought the idea to pretty much walked me out and said it's not going to work, you know, do something else. But the customers told a different story guy. Every time a customer got a product, they wanted to order it. They would always use the word wow. That was great. It was so unique. I didn't realize 25 years would go by so fast. So I would say the respect of time, and that's what I'm trying to do with my daughter now, she's 33, she had 32, she just took over. Like, hey, it's a 10-year journey. Work hard, really, really 10 years. And at that point,”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“Carving cantaloupe and melon into flowers and selling them to people. You could give yourself advice like, hey, this is what I know now, 25 years later, 30 years later. What would have been helpful for you to know?”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“So, Tariq, here we are, like right back where you started in some ways like At scale, the problems just kind of scale. The challenges scale. They're still there. Tariq, if you could go back, it's a question I ask every founder comes on the show. If you go back to where you were when you were just coming up with this idea for, you know,”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“Look, I think you have a lot of experience. I think you can have a lot of fun with rebranding, but I love the part you said that we don't want to go to five and lose our identity, which is what happens to big brands, small brands. Everybody starts to chase the dollar. And then after that point, they just can't keep up with it. So I think you have a good business and just simply going back to your customers, you may be pleasantly surprised how much more odors you get.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“And I think this whole part of very high touch type of interaction, it's getting back to that. Back in the, you know, I remember the printing companies back in the 80 when I started my business, I was 17 years old. I didn't know anything. You would go to them and say, what do you think I need? And they would tell you everything that's needed. And they would create the logo for you. They will tell you to do it this way. And they would ask you, what's your favorite color? And by the time you did it, it made you look really good”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“So, look, I'll tell you one thing, I'll share this with you. When we were young, my grandfather would always say brawn to brain, and we never understood it. Because he was much older, he was in his 60s at that time. And he's like, you got to take all that you learn physically. And you got to use your wisdom at one point because the body's not going to keep up. You can't keep up with everything. So what guy is talking about is how do you bottle what has worked so well for you?”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“And I think you asked how do we do this without losing our soul? And I'm just kind of again reading between the lines here. You go online, you type in t-shirt printing, and there's a million companies that do this. And it sounds like you don't want to become like some of those brands, but you can protect your culture by... Building systems, right, by really the way you onboard new hires and you really help them understand why you guys are different and why you aren't just a t-shirt printing company, but you are about helping businesses express their ideas. You really want to spend time and effort and training. And even a brand Bible for the company. If you've got some kind of, if you don't have it already, if you don't have even an employee handbook, turn that into a brand Bible. Who are you? What do you stand for?”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“Look at this, and you know, that's when they were like, oh, that looks really cool. And you don't want to say to them, they're giving it to you, you're free. You don't want to say, you know what, this is the same shirt you gave me three times. But if they could. Yeah, which is small runs, which you're not going to get from others. So I think your easiest way to get to this five million are your same customers do what you've done so magically up to now, which is take care of the customer and really look out for them first. And this is why you are where you are. And I just add a few college students to the top of this. And there are so many of them looking for jobs right now. Go pound on the pavement with a small kit. And I think you'll get there a lot faster than if you try to go introduce new customers.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“So you sort of say, here's what we did for Coca-Cola, or here's what we did for so-and-so barbecue in Austin and how we helped them come up with this awesome shirt and design. And this is what we can do for you kind of thing. Do you guys have an outbound sort of BizDev, like outbound salesperson?”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, I agree with that. I think, so I just read in the lines, you've hired a PR firm here to help you out, and you're trying to figure out how best should they help you, I guess, in a sense. And in a sense, you are kind of a PR firm. I mean, you do campaigns, right? I mean, you mentioned how you work with brands and small retailers to help them tell their story. As Tariq said, not only going back to your existing customers, but doubling down on those industries where you're already doing that work, right? So these are, I'm assuming CPG brands that want to break into retail, small businesses, or maybe even big companies are launching new products or doing things at events, right? And so I would think that you want to build case studies on your, even on your website, for what we've done, and then you target companies that do the same thing, that look like companies.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“And tell us, that's pretty awesome. Congrats, that's really great. It's a solid business. How many employees do you have?”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“We're going to take a quick break, but when we come back, another collar, another question, and another round of advice. I'm Guy Raw. Stick around. You're listening to the advice line on how I built this lab. Welcome back to the advice line on how I built this lab. I'm Guy Ross. All right, let's bring in our final caller. Welcome to the advice line. You're on Watsarik Farid, founder of Edible Arrangements. Tell us your name, where you're calling from, and just a little bit about your business.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“They're going to taste the product, and if they go wow by tasting your product, you got a customer for life and focus on that. Stop worrying about the blue. And because you're surrounded by people that are constantly talking about that, right? Like always a cruise you want to be associated with cruise. And then you kind of get stuck. But great idea. Great idea.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, same here. You know, like a lot of times in the beginning, even when I started, I'm sure you were the same way, we got sometimes stuck on the little thing. Like you would spend hours on it. And then I always was lucky enough that I had mentors that were way ahead of me. And they're like, you know, no one's going to notice that. Like, what do you mean? And I wanted it to be blue. He says, no one's going to notice if it's light blue or this blue stop.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“My take focus on the words expedition, voyage, adventure, I think you should try the A-B thing and see if the cruise, the word cruise, may ultimately have zero impact on how may not have a huge impact on whether or not people are interested.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“It looks absolutely amazing. I mean, and I think, look, a couple of things. I definitely think that some people will be attracted to the low minimal impact. But I'm not convinced that most people will. I think most people are going to be interested in the luxury and in the other people going on the boat and the experience. One of the things that I, and this crews or non crews aside, I think that an expedition like this, I think, would do, you'd benefit from having either a direct or even indirect connection to some kind of environmental group or a group that does conservation with polar bears. I don't know what I'm assuming maybe you'll have lecturers on the boat who will come and give talks at night. And if you're not, if you don't have that plan, it's something you might want to consider doing.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“He saw, look, I'm going to share a little story with you. When we started, we were putting fruit in baskets. And our cost was, of course, much higher than flowers. And so when we were originally looking at the name, we were going by the design, not necessarily as much the experience or what's going to happen. So the original name was Delicious Designs. But we struggled with that because that could be anything. And there were a lot of names out there that people were using that were similar delicious as delicious. If you're going to try to get a trademark. So we started work on the tagline is how do we describe it? And that's when one of the people in the room said, oh, we could call it the edible arrangement. Then our tagline became the name. Because, you know, so I think you have a name for your company from my point of view. I think this name that you had of the new polar.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“Why don't you try that? Why don't you run small ad campaigns? One, you have it called minimal impact cruises, one you call it minimal impact expeditions or voyages or adventures or something like that, and see what gets better click-through.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“Do you make sense to me that the word cruise is used because, as you mentioned, the SEO part, right? People are still going to search for that word. And I wonder whether you can split the difference, right? So first of all, have you tried any A-B testing? Have you tried to advertise as a cruise versus expedition?”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“My firm belief is that, and hope is that this is something that will become much more mainstream. I think with every new technology, with every more sustainable option that you bring into the market, it's always going to start with something that's very exclusive and very high-end, like electric cars. There was a time when only a few people had electric cars, and now everybody has them. So we are... Pushing the envelope, we're introducing a different way of doing things. We're proving that it's possible. And our hope is that more and more people who are building ships in the future will take on some of this technology when they see that it is something that's totally doable and then change things for the better.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“All right, lots to think about. This is something that only narrow slice of the world can do, but still, amazing opportunity if you can do it. What do you think, Tariq?”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“So you're going after a very particular clientele. I mean, this is a narrow clientele. Okay, before we dive in more, what is your question for us?”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“That is separate, and then you've started this new kind of vertical called minimal impact cruises. And this is a boat that you is being built. It's a ship. Tell me about this ship. What makes it unique?”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“Okay, before we talk about that, so you have a business that is not yet has not yet started or you are working on a, help me understand what you do.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“Wow, well, thanks for calling in, Heather. See, you're calling in from Gothenburg, Sweden, and your company is, you arrange trips like tours of the Arctic?”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“All right, let's bring in our next caller. Hello, welcome to the advice line. You're on with Sarik Farid. Tell us your name, where you're calling from, and just a little bit about your business.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“Stay with us because after the break, we'll talk to another founder working to take their business to the next level that's after the break. I'm Guy Ross, and you're listening to the advice line right here on how I built this lab. Welcome back to the device line on how I built this lab. I'm Guy Raz, and today I'm taking your calls with Tariq Farid, the founder of Edible Arrangements. Tariq, you ready for our next caller?”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“For sure. And by the way, you know, apparently ketchup started as a mushroom cond, it was made from mushrooms. It was not made from tomatoes. We think of tomato ketchup as ketchup.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“Like Yeah, I mean, I have not to admit, I have not tried banana ketchup. I've seen it. I've seen it, but I haven't tried it. I've got to try it.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“But I hey, yeah, look, I'm gonna get you in contact with the roti people. I think if it's clean ingredients, people will go for that. And you got a story behind it. I'd say write a story behind this, man. Write a story behind the ketchup, why the ketchup, you know, what's unique about it? And if you can, I would take that one product. So it's probably easy to execute and everybody knows what ketchup is. So, with that, I think it's just more of it, it just sounds cool, and I think you'll get a lot of trial out of it.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“There you go. That's amazing, an amazing opportunity. Jake, I think we, Tariq and I agree, banana ketchup, that's the pride to really push out there, even though you've got the other ones. That's your hot sauce. That's your hot sauce. That's the one.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, look, I think you've done great. And time is, it's going to take time, you know, especially when you're doing. You got to do one outlet at a time, one customer at a time. And then it just clicks. I'd say, you know, look at the Costco part. I can send some stuff. I can get you in contact with some people just to at least get an introduction. And if your samples have gone great, I mean, you know, they like supporting new brands and everything that, you know, I've known a lot of brands that have launched from there.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“There's a reason why it's the number one condiment in the Philippines, probably because it's delicious, right? But it's like even the concept of eating mayonnaise and french fries for many Americans is weird, even though that's how most Europeans eat french fries with mayonnaise. And it's delicious. Banana ketchup to me seems like actually an easier sell because it's already a ketchup. It already has that sweet, savory, tangy element that vinegar ketchup has, tomato ketchup has. And so are you doing everything you can to get that on social media to put videos out, to have people using it incentivize your existing customer base to post about it”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“Well, I'm sure you can get, I mean, given your track record so far and where you are, I don't think it's going to be too much of a leap to try and get in front of them. Because something like banana ketchup is just so unusual. And I think it's a product people would have to try.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, I agree. I think you have an opportunity. You're right that you are in a great position to educate consumers, but you want, at the same time, you want consumers to associate fila Manila with Filipino food as the brand, the go-to brand. You think of Sriracha, right? And there is that one brand that everyone thinks of with the roosters. There are other Sriracha brands, but they really kind of introduce the product it was around, had been around. They introduced it to American consumers, and now that's the one that kind of dominates. So you have this interesting opportunity. The other thing I think have you had any contact or communication with Trader Joe's about collaborating, maybe seeing if there's a product that you're selling that they would be willing to try”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“That's the thing. You got to educate. You're going to go out and sample and educate and teach people about it. But just make sure you own the source of it and everything and the brand that you don't want to do is that somebody from gets a banana ketchup that tastes just as good, is branded well, and then just brings it to the US and you did the introduction. They're the ones who took benefit. So I think just keep that connection and, you know, catch up is a commodity, right? So people are going to look at price. So you may be able to, you may have a price advantage getting it out of Philippines that you may not have by producing it in the US.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“So, um, look, I think one, you're doing you're right, it all depends on. What's the mission? Is it the mission to flip the brand? Is it mission to kind of get bought out? Or do you want to scale it to be the Goya of the Filipino food? The only thing I would be careful on that I've seen other brands do is they'll spend a lot of money in the, you know, in CPG, the margins are really, really tough, especially if you're producing the product. That's the only thing I saw that was a bit of a concern right now that I think you should try to import if you can just from a cost benefit point of view unless you're making a new product that is just not available. And that's where a lot of people will, you know, you're going to spend a lot of energy introducing the product, but then you're not making the margins because of cost. So you've introduced the product, but then built it for someone else. So I think you got to keep an eye on both that not only do you want to introduce the product. And your question had the answer in it, which is like, hey, how do I edge?”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, and bubble. This is interesting because Bubble Tea really started as a cultural kind of touchstone for particularly Taiwanese and Chinese American kids. Now Bubble Tea is totally universal, ubiquitous everywhere, right? And I wonder whether there's a parallel to be made with Filipino Americans as your ambassadors, right? How much are you tapping into young sort of Filipino Americans?”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“I think you're right, Jake, that there is we're at a moment now, and I think we've been there for a while where Filipino cuisine is really just sort of exploding. I think, because, you know, you think about even Vietnamese and Thai cuisine, even 10 years ago, 15, certainly 20 years ago, it wasn't what it is now. I mean, Thai food, Vietnamese food is as ubiquitous as Chinese takeout now, right? And Chinese takeout has been a thing in the United States for at least 50 years.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“There's not a single brand out there that is Filipino for Filipino cuisine, like there is obviously for Italian foods or Japanese foods or Indian foods. There's no national brand.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“I'm looking at your website and I'm just going to say it. Clearly you were on Shark Tank because that's the cover of your website. Picture of you on Shark Tank. I go”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“All right, so you start this brand, and now where is it being sold? Obviously online, where else are the other products sold?”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“All right, I'm seeing on your website you've got an ube yams kind of spread for sandwiches or bread or whatever, and you've got a couple of other cool things here like peanut sauce. Tell me a little bit about the business. How did you start this?”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“This is, I mean, it's like ketchup. You would dip french fries or put on burgers, and it's made from bananas, not tomatoes.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT
“Welcome to the show, Jake. Thanks for calling in. So, Fila Manila Minala, Manila. Like Manila, like the town, like the capital of Manila.”
2025-11-06 · How I Built This with Guy Raz · Advice Line with Tariq Farid of Edible Arrangements · IDENTIFIED FROM THE TRANSCRIPT