Flower Power Blossoms Daily in Broomall

BROOMALL–C’mon, admit it. When a bouquet of flowers or a fruit basket arrives at your door, you can’t help but smile. What about if it’s a floral bouquet made entirely out of freshly cut fruit?

That idea sounded just perfect to one duo from Broomall, who 27 years ago created the company now known as FruitFlowers. In 1984, Ellen Davis and Susan Ellman put a fresh spin on the fruit basket, replacing the familiar apples, oranges and nuts with pineapple, strawberries, cantaloupe, and other fresh fruit, cut into eye-catching floral shapes.

The concept took off right away, but the women stayed put, and built their new venture from the ground up right in Broomall.

“My sister-in-law and I *came here as young marrieds, so we decided to build the company here,” says Davis. “It was a brand new, innovative and unique idea, and it’s homegrown from our own kitchens.”

For Ellman, it was a major, life-changing risk to take, but well worth it she says.

“The company has been my life’s work after teaching for about six years in the Philadelphia Public Schools. Going from being a first grade teacher to an entrepreneur was a massive leap. The business had a life of its own and kept propelling us forward,” says Ellman.

Ellman and Davis, along with about a dozen employees, operate out of the flagship store and production center off West Chester Pike in Broomall, which serves the Greater Philadelphia area.

Three decades later, though, there are also locations serving many other regions of the country. In the early 1990s, Incredible Franchise Corporation was formed when the first franchise location opened in Westville, NJ. There are now 20 franchises nationally.

Davis says the franchise business helps the brand overall.

“Franchises help us out with feedback. They tell us what’s working and what’s not in each market. They give us ideas too. They are always motivating us. There’s a lot of synergy and energy with this system,” says Davis.

With nearly two dozen locations, the company’s mission is universal.

“We are a very healthy alternative to candy and cookie bouquets. We offer a touch of the sweet stuff. You can send one to diabetics and children having birthday parties, or people with allergies. Our products are gluten-free and sodium-free,” Davis says. “In this era of healthy eating, this is a really great gift. You can send it to a 5-year-old, or a 95-year-old.”

Like florists and other gift basket companies, Incredibly Edible Delites is a seasonal business which sees a spike in sales during holiday times, but their bread and butter is the condolence bouquet.

“We have sent hundreds of thousands of baskets and touched a lot of people, both senders and receivers,” says Davis. “It gives a moment of brightness when people are very sad and takes them out of their troubles and heartache. People like it because is serves a dual purpose. It’s pretty to look at and good to eat.”

Other regular clients, the ladies say, are nurses as well as nuns and the clergy.

“Our baskets are good for the clergy and nuns. They can’t accept gifts, but our items are permitted since they are food and can be shared,” says Davis.

The company is also involved in many local charities, including PAWS, or the Philadelphia Animal Welfare Society.

Davis and Ellman say they are pleased to be able to give back to the community that has treated them so well, and given them so much support over the years.

“Twenty-seven years ago it was a great gift, and 27 years later it’s still a great gift. It has universal acceptance. We are constantly reinventing our products, trying other fruits and new designs,” says Davis.

These thoughts resonate with Ellman as well.

“I am proud that a product and business concept that we developed in our homes has become a fixture in so many homes for so many different occasions, from birth to death,” says Ellman. “Twenty-sevent years...I guess you can say that is a reason to be proud all by itself.”

Incredibly Edible Delites’ prices fit a wide-range of budgets. For more information on their products, and to order, you can visit their website here. You can also call the toll-free number at 877-fruit-01, or call the store at 610-353-8844. And if you're in the area and need a gift, you can also stop by and see them at 1 Summit Avenue in Broomall.

*Editor's Note: The previous version of this article incorrectly stated that Davis and Ellman grew up in Broomall. Davis and Ellman came to Broomall with their husbands as young, married couples.