FEATURED BUSINESS

Edible Arrangements employee Lois Taylor of Kent dips strawberries as “Professor” Neil Castaldo and student Bryan Demko of Toledo, Ohio, look on. ERIC GROSS For years people throughout Putnam have talked about establishing a college within the county’s confines.

Now thanks to a national chain and the dedication of a Carmel merchant, an “institution of higher learning” has opened at the Putnam Plaza in Carmel inside the Edible Arrangements shop.

The main “professor” is Neil Castaldo, who teaches future Edible Arrangement franchisees about the business of turning fresh fruit into masterpieces for any occasion.

Neil and his wife, Marguerite, opened their shop in Carmel in November of 2006 and three years ago this month, after corporate brass observed the local merchant’s dedication to his business, Castaldo was asked to become a trainer for the growing company.

Castaldo agreed: “After all, this is what my life has been all about, having taught 4th graders for 38 years in Mt. Vernon. I loved it and decided to return to my roots by assisting others in my new business venture.”

Over the years, student-by-student, Castaldo became favored by the corporate headquarters due to his educational philosophy and ability to teach.

Some 1,200 Edible Arrangements shops are now located throughout the United States and Canada with four training sites—Carmel; Hamden, Conn.; Claremont, Calif.; and Austin, Texas.

Prior to a franchisee receiving his Edible Arrangements diploma he or she must undergo a week-long rigorous training period. Castaldo has taught students from places as far away as New Brunswick, British Columbia in Canada, to Staten Island.

Bryan Demko, of Toledo, Ohio, spent a recent week with the “professor” learning the ins and outs of owning an Edible Arrangements shop in his hometown.

“Professor Castaldo is a character, but he makes the curriculum very interesting and extremely informative,” he said.

Demko hopes to open his new store in April in Toledo, which is Ohio’s fourth biggest city following Columbus, Cincinnati, and Cleveland.

Castaldo’s curriculum includes lessons on opening the store, closing the store, and operating the store: “I go beyond the regular syllabus since my students must successfully take an order, make an order, and deliver the order, as well as learning the entire system behind Edible Arrangements.”

Castaldo gives his students the “what-if quiz: What happens if a customer’s credit card is declined? What if the customer is not satisfied? What if the customer is not at home?”

Castaldo also teaches his students about choosing the correct vendor: “My first sub-lesson is to teach my pupils to always ask about the vendor’s return policy. How much fruit is needed on hand for a regular basis and how much inventory is needed for a holiday?”

A separate unit is taught on holiday preparation, which Castaldo called a “completely different ball game.”

Mother’s Day is the busiest time for Edible Arrangements, followed by Valentine’s Day and Christmas Day.

Castaldo and his wife of 40 years supervise a staff of 20 people who prepare a potpourri of arrangements ranging from “Chocolate Citrus Blossom” and “Sweetheart Bouquet” to “Chocolate Banana Bouquet” and a wide variety of boxed dipped fruit, including strawberries, apples, and oranges.

The company’s website—Edible Arrangements.com— details the many varieties of arrangements that are available. Castaldo said he, his wife, and staff will also help their customers create the “perfect arrangement for your occasion” by calling 225-2044.