Is It a Threat or an Opportunity?

Tariq Farid thought he had a lock on the word edible. For more than 20 years, his company, Edible Arrangements, was famous for its bouquets of fruit and platters of chocolate-dipped fruit, and customers had begun casually referring to the company as simply Edible. In 2013, Farid went all in—trademarking the name Edible by itself and dropping Arrangements.

Then, in was in there—familiar to any pot lover, and now enshrined into law to mean weed-laced food. he recalls thinking.