The Silk Initiative (TSI)
Andrew is the founder and CEO of The Silk Initiative, China’s only specialised food and beverage insights-driven brand consultancy. A native Australian, Andrew has managed a global career in leadership positions at large multinational agencies in Shanghai, New York, and Sydney before carving out his own path with the launch of TSI.
With nearly 20 years of experience working with major brands including Campbell’s, PepsiCo, Arla, VitaCoco, Goodman Fielder, Pizza Hut, Unilever, US Dairy, and Mars Wrigley, Andrew has a strong understanding of the strategic approach brands need to thrive. His expertise has also led to him being featured in major publications including Entrepreneur Magazine and Smart Insights. He is highly sought after by think tanks, financial institutions, and government organisations for his insights on the Chinese consumer market and branding.
When he isn’t helping his clients prosper, you’ll find Andrew entertaining guests over a home-cooked meal, experimenting with new cuisines, or showcasing his 34 years of study on the bagpipes – much to the delight of his neighbours.