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Tasteful arrangements

A woman's fascination with a franchise that poses fruits as flowers is taking root in St. Petersburg.

By SHARON L. BOND
Published July 10, 2005

ST. PETERSBURG - Incredibly Edible Delites is a business built on fruits masquerading as flowers.

Pineapple is cut into daisy petals with a melon ball as the eye. Strawberries are boxed like roses with honeydew leaves. In another arrangement, strawberries serve as tulips.

The novelty persuaded Wendy Ducatte to buy a franchise.

She remembered seeing an advertisement for Delites in Bucks County Magazine when she was in Pennsylvania visiting her mother. She decided to try the idea on her mother.

"I thought it was a neat idea. I thought it would be a lot of fun," Ducatte, 47, said.

Her mother loved the gift and said Ducatte should find out if franchises were available. Her husband, Gregg, 55, said the same thing.

Ducatte opened her Incredibly Edible Delites at 1152 94th Ave. N several days after Mother's Day - unfortunately.

"It's a really big day, just like for florists," Ducatte said of the holiday her new business missed.

Before this venture she was an independent consultant who programmed software for insurance companies. Her husband works for Raymond James Financial Services.

Incredibly Edible Delites told her to expect to spend between $100,000 to $150,000 for the franchise and to set up shop. The Ducattes spent more than $150,000. They got their shop in December and planned to open in February. However, a series of delays involving the construction left them paying rent for several months with no income.

Ducatte spent three weeks learning how to cut the fruit and arrange it in baskets at the company's base in Philadelphia. It is a business started by two women in their homes in 1984. Franchises weren't available until 1993. There are 32 now.

"The reason I wanted this franchise, we wanted their expertise," Ducatte said. She now has two full-time fruit cutters who work with her in the back of the shop, fashioning the fruit into flowers. Vegetables also are used. The Veggie Vantasia basket includes cauliflower, cherry tomatoes, carrots, peppers, cucumbers and other vegetables formed to look like fresh-cut flowers.

Baskets cost $39 to $75, depending on size. Delites will customize them with a customer's favorite color or some other personal touch. The company delivers as far away as Hernando County. Some designs include dipping chocolate or cookies.

Drivers take along small containers of fresh fruit on their deliveries. If they have to leave a bouquet at a neighbor's house, they offer the small container to the neighbor.

[Last modified July 9, 2005, 23:34:17]