A Life Shaped by Resilience and Vision: The Journey of Asma Farid

Asma Farid, a Partner at BroadPeak Capital and Board Member of Edible Brands , is a role model for women around the globe for her philanthropy and leadership in global franchise brands. She is instrumental in establishing NetSolace, Inc. and Naranga, which are the technology backbone for Edible Arrangements . Beyond her professional achievements, Asma is the co-founder of the Tariq and Asma Farid foundation, where she leads initiatives in the U.S. and globally, focused on healthcare, hunger relief, refugee resettlement, and education.

A Legacy of Survival and Strength

Asma Farid’s story begins with her family’s journey of resilience. Her maternal grandparents, once affluent landowners in pre-Partition India, were uprooted during the traumatic 1947 Partition. Fleeing to Pakistan, they left behind everything and rebuilt their lives from scratch. Asma’s grandmother, a woman of extraordinary strength, traded her life of privilege for one of determination, raising her children amid profound loss while nurturing their sense of purpose. “My grandmother’s stories of survival and hope shaped my outlook on life,” Asma says. “She taught me that even in the face of adversity, we have the power to rebuild, give back, and turn imagination into achievement.” Asma’s father, a visionary in his own right, defied societal and cultural expectations to prioritize his children’s education. Despite criticism from family and community in Pakistan, he ensured Asma attended top schools, supporting her pursuit of a degree in computer sciences and later a masters. She recalls her father saying. "I am living my dreams through you.” This dedication to learning saw her excel in a male-dominated field, where she quickly emerged as a standout in the early 2000s. Later, after starting her businesses, Asma furthered her passion by continuing education in the United States, equipping herself with the skills to lead and innovate. “I realized I didn’t want to just follow a path,” she reflects. “I wanted to create opportunities for others and leave a lagecy.” Her ability to take risks and going for what she believs in marked the beginning of a transformative journey.

A Partnership Rooted in Purpose

Asma first connected with Tariq Farid, the founder of Edible Arrangements, through professional conversations in 2004. During this period, Asma was integral to the initiation of their first IT company in Pakistan, which later evolved into the technology arm of Edible Arrangements. Their connection was built on shared values and a vision for innovation. Together, they leveraged these technology initiatives to develop the operational framework that scaled Edible Arrangements into a global phenomenon. “It was never just a job.” Asma reflects. “It was a profound opportunity to channel my knowledge and passion in to real-world solutions, and I was fortunate to have the perfect platform and partner.” Their collaborative spirit extended beyond the business to their family life. Asma recalls involving their children in product launches and strategic discussions, teaching them the value of hard work and creativity.

Building a Legacy Through Philanthropy

In 2013, Asma and Tariq co-founded the Tariq & Asma Farid Foundation, channeling their resources into causes close to their hearts: hunger, health, and education. Among the foundation’s initiatives is a free hospital in Pakistan, which provides medical care to hundreds daily. The foundation has also been instrumental in refugee resettlement efforts, educational programs, and community support projects.” Giving back isn’t a choice,” Asma asserts. “It’s a fundamental responsibility.” This principle, deeply embedded in her upbringing, continues to shape her endeavors. Asma is passionate about inspiring women to break barriers and embrace leadership. Drawing from her experiences, she emphasizes the importance of perseverance and action.

Asma further shares how her grandmother’s stories and the passion she poured into the smallest acts have been a guiding light in her life. These influences resonate in Asma’s choices, whether in business or in raising her children. Inspired by her grandmother, Asma strives to embody generosity and forge paths for others whenever possible. Through her work with the World Affairs Council and other organizations, Asma encourages young women to seize opportunities and drive change. “Every day is an opportunity to make a difference,” she advises. “Don’t wait for the perfect moment. Start now!”

A Vision for the Future

Asma Farid’s life is a testament to resilience, innovation, and purpose. Whether through her leadership in business, her philanthropic initiatives, or her role as a mentor, she exemplifies the impact of a life lived with intention. Her love for philosophy, particularly the works of the famed poet Allama Iqbal, has deeply influenced her outlook. Inspired at the age of nine, Asma read and memorized Iqbal’s several volumes of poetry, drawn to their profound messages and Persian-Urdu influences. “Iqbal’s writings taught me to envision beyond limitations and embrace the infinite possibilities of human potential,” she shares. Additionally, her paternal grandmother’s passion for poetry and Punjabi Sufi literature further nurtured her love for philosophical thought, which continues to shape her life and work. Her message is clear: “Our legacy isn’t defined by what we achieve for ourselves, but by what we leave for others.” With this philosophy, Asma continues to inspire and transform lives, building a legacy of compassion and empowerment.

Asma Farid has made Atlanta her home, a city where her entrepreneurial spirit and philanthropic vision have flourished. Relocating Edible Brands’ headquarters to Atlanta in 2018, she embraced the vibrant community, leveraging the city’s talent and resources to expand her ventures and deepen her impact through local and global initiatives.

Come meet Asma at World Affairs Council of Atlanta International Women's Day Breakfast. For Details: https://www.wacatlanta.org/events