Cooking up success with a sweet touch

Andy Farrow, managing director of Godiva China and Pacific Rim. [Photo/China Daily]

Boss' interpersonal approach helps Godiva carve an industry niche

Andy Farrow has donned many hats before he took over as the managing director of Godiva China and Pacific Rim in October last year.

With over three decades of retailing experience behind him in sectors like DIY, fashion, cosmetics, electronics and food, Farrow was until recently heading the China operations of US tech giant Apple Inc.

Farrow says it was his love for cooking that led him to Godiva, the Belgian chocolatier known for its gold packaging and high-end products. Working with the company is all about enriching other people's lives, he said.

"It was fun working with Apple. But I am also enjoying what I am doing in Godiva. There are lots of similarities between the two companies. Like Apple, we are also at the forefront of innovation and looking to build strong emotional connections with consumers through our products," he said.

Unlike most of his peers, Farrow takes a rather different approach to work. Humor, he says, is the glue that holds the team together. "We sit together, laugh and joke around. There are no barriers here. Lightening the mood helps push the envelope and encourages the team to try something different. The one thing that I keep telling my team is not to be afraid of making mistakes," said Farrow.

"I don't have a physical office; I sit with the rest of the team on a normal desk. I go to a small meeting room if I need to make a private phone call. I have done this for the past 15 years. It is lonely to be a boss and if you sit in a private office it would feel even lonelier," he said.

"Managers are always talking about having an open-door policy. I don't believe you should even have a door or wall. Instead, you should be with your team and get to know them well. I personally know everyone in my Shanghai team and my style is more about being honest and collaborative."

According to Farrow, China and the rest of Asia offer huge growth potential for chocolate companies. But the road ahead is also about grabbing the opportunities, he said in an exclusive interview. Excerpts: