Edible Plans to Sell Fresh Food Fast

When Edible named Scott Wakeman Executive Vice President of Marketing the food industry took notice as Wakeman the former VP of Marketing at Checkers Restaurants understood how to marketing, sell, and package fresh food fast according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

So, when Rocky Mountain Chocolate Factory, Inc. and Edible Arrangements, LLC entered into a long-term strategic alliance whereby Rocky Mountain will become the exclusive provider of certain branded chocolate products to Edible, its affiliates and its franchisees industry insiders were not surprised as Wakeman also understands how to work with franchisees.

Rocky Mountain Chocolate Factory branded products will be available for purchase both on Edible’s website as well as through over 1,000 franchised Edible Arrangement locations nationwide. In addition, due to Edible’s significant e-commerce expertise and scale, Edible and Rocky Mountain have also executed a letter of intent for Edible to be responsible for all e-commerce sales from the Rocky Mountain corporate website and the broader Rocky Mountain e-commerce eco-system

Wakeman, will lead global marketing strategy and execution for Edible Brands. He will be responsible for managing and building a team that will develop a strategic marketing plan that integrates strong vertical marketing programs as well as generation strategies. Edifying the franchise base with the inclusion of Rocky Mountain Chocolate Factory branded products elevates consumer choice and Wakeman understands that is a key driver when selling grocerant niche Ready-2-Eat or Heat-N-Eat fresh food.

Tariq Farid, Founder and CEO of Edible stated “Edible is evolving, and we knew finding the right leader to fill this role was critical as we continue molding the Edible brand for the future,”. “Scott joins us as an accomplished executive with the kind of talent and expertise we need to continue pushing forward as we begin introducing innovative programs designed to drive new business for the brand.”

In his most recent position, Wakeman served as Vice President of Marketing for Checkers & Rally’s Restaurants. For this organization, Wakeman led the 900-restaurant chain’s advertising, field marketing and media strategy. Prior to his time with Checkers & Rally’s, Wakeman held various marketing and management positions with esteemed brands including the Houston Astros, Barcardi, L’Oréal and Colgate-Palmolive Co.

Wakeman graduated from Emory University in Atlanta with a Bachelor of Arts degree in Political Science and later went on to earn a Master of Business Administration degree from Duke University in Durham, North Carolina. Wakeman is helping Edible look a customer ahead.  What are you doing to look ahead?

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, www.Linkedin.com/in/grocerant/ or www.twitter.com/grocerant/