# Advice Line with Tariq Farid of Edible Arrangements

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2025-11-06
- Length: 50m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-06-advice-line-with-tariq-farid-of-edible-arrangements

## Summary

Edible Arrangements founder Tariq Farid joins Guy Raz to advise three early-stage entrepreneurs: Jake DeLion of Fila Manila, who is trying to mainstream Filipino-inspired banana ketchup; Heather Thorkelson of Minimal Impact Cruises, who is debating her company's name for a sustainable polar expedition vessel; and Ryan Burkhardt of Kong Screen Printing, who wants to scale revenue without losing his personalized customer service model. Farid shares insights on brand evolution, product focus, and the importance of protecting company culture during growth.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-06-advice-line-with-tariq-farid-of-edible-arrangements#t=0) Introduction and Tariq Farid Update
- [6:15](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-06-advice-line-with-tariq-farid-of-edible-arrangements#t=375) Jake DeLion and Fila Manila
- [23:14](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-06-advice-line-with-tariq-farid-of-edible-arrangements#t=1394) Heather Thorkelson and Minimal Impact Cruises
- [36:37](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-06-advice-line-with-tariq-farid-of-edible-arrangements#t=2197) Ryan Burkhardt and Kong Screen Printing
- [48:39](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-06-advice-line-with-tariq-farid-of-edible-arrangements#t=2919) Final Advice and Closing

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

companies scaling up, early-stage companies, founders before launch

## Mentioned

- Edible Arrangements (company)
- Fila Manila (company)
- Minimal Impact Cruises (company)
- Kong Screen Printing (company)
- Siete Foods (company)
- Trader Joe's (company)
- Costco (company)
- Whole Foods (company)
- Walmart (company)
- Amazon (company)
- Shark Tank (other)
- U.S. Bank (company)
- Roti (company)
- Chipotle (company)
- Coke (company)
- Sprite (company)
- Topo Chico (company)
- Blackhawk Media (company)
- Banana Ketchup (product)
- Ube (product)

## Related episodes from other shows

- [Fila Manila's Founder Jake Deleon Brings Filipino Flavors to Shark Tank](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-02-29-fila-manilas-founder-jake-deleon-brings-filipino-flavors-to-shark-tank) (The Startup CPG Podcast)
- [Founder Feature: Tabi and Meena Hoshmand of Tursh](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-14-founder-feature-tabi-and-meena-hoshmand-of-tursh) (The Startup CPG Podcast)
- [#232 - 2026 Brand Resolutions](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-20-232-2026-brand-resolutions) (The Startup CPG Podcast)
- [Founder Feature: Edouardo Jordan of The Food with Roots](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-03-27-founder-feature-edouardo-jordan-of-the-food-with-roots) (The Startup CPG Podcast)
- [#200 - Buyer Spotlight: The FruitGuys with Erik Muller and Daria Jackson](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-06-10-200-buyer-spotlight-the-fruitguys-with-erik-muller-and-daria-jackson) (The Startup CPG Podcast)

## Citing this page

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