Speaking to Godiva’s China & Pacific Rim Representatives
by Darinee Durai
@ 08 Sep 2017
Ms. Carmen Chiu, GODIVA Marketing & Merchandising Director, China & Pacific Rim
DD:What is the trend for chocolate nowadays and how does that affect your business strategy? CC: For Asia, dark chocolate would be the most prominent trend. People are getting more familiar with the health benefits that it brings as it improves blood circulation and lowers the risk of heart problems. Also, we know that people are going for dark chocolate for its higher percentage of cocoa.
As such, you may have seen that drinks have become darker and less sweet. It doesn’t mean that it’s not sweet, chocolate will always be sweet, but it’s more of the balance between the two that makes it palatable and appealing.
We focus a lot on innovation. Every month, we release a new collection and play around with the taste profiles of the chocolate and other ingredients. It is also important to be culturally relevant.
For example, we have localised innovations in conjunction with Mid-Autumn Festival and Chinese New Year. We blend the chocolate with tea, fruits, or even Goji berries and Ginseng as it is a huge part of Chinese cuisine. This trend opens up opportunities for us to consider new flavours, and customise our creation beyond traditional chocolate offering.
As a Global leading chocolatier, we need to ensure we are constantly innovating and creating new excitement to match the evolving trends.
DD:How does Asia’s appetite for chocolate compare to the other continents?
CC: The Asian chocolate consumption compared to the Western countries is smaller. Thus, we look at enhancing the chocolate experience with GODIVA through our range of chocolate drinks, pastries, biscuits and soft serve besides our core chocolate business. Also, apart from our chocolate eating habit, we (Asians) have a very strong gifting culture, which is also where GODIVA has its roots. Who would not have a smile on their face when receiving a box of GODIVA Chocolates? Thus, we are driving experiences through our products and appealing to both gifting and consumption habits.
We have a global team of 8 Chefs Chocolatiers of which 4 are based in Asia. It is important to understand each region’s consumer palate and deliver our product experience to meet the regional needs, bringing the Belgium heritage to life.
DD: Where do the cocoa beans come from and are they ethically sourced?
CC: Our cocoa beans are from Ivory Coast and they are ethically sourced.
At Godiva we support sustainable practices and programs on a worldwide basis. We strive to invest in programs and practices that lead to lasting positive outcomes for our consumers, partners and communities. We are proud of the work that we do to support farmers and our partners, safeguard our environment, and empower the communities in which we work and live.
Enriching Lives
Godiva is a participating member of the World Cocoa Foundation (WCF), a leading nonprofit organization that promotes sustainability in the cocoa sector by providing cocoa farmers with the support they need to grow more quality cocoa and strengthen their communities. The WCF's work has led to increased productivity and profits for cocoa farmers, helping to ensure a sustainable supply of cocoa for generations to come.
A critical component of enriching lives is the protection of the world’s children, as well as improved training and education for young people. Godiva believes that protecting children is a shared responsibility across the cocoa industry. We strongly condemn forced labour or any practice that exploits, endangers or harms children. While Godiva does not own any cocoa farms, we have a policy that requires all of our suppliers to be in compliance with applicable labor laws and regulations. Our cocoa is purchased through established suppliers that agree to comply with applicable labor laws.
Enriching the Planet
We are committed to ensuring the sustainability of our world, and continue to build responsible practices into our sourcing and supply chain. We believe in safeguarding the environment through sound agricultural practices and the responsible use of resources.
We have achieved 100% sourcing of sustainable palm oil and are a member of the Roundtable on Sustainable Palm Oil (RPSO), a not-for-profit association that aims to transform markets to make sustainable palm oil the norm.
We also have set an ambitious target to source 100% sustainable cocoa by 2020, and are actively taking steps to achieve this goal.
DD: What are the immediate goals for Godiva as a brand?
CC: Moving forward, we like GODIVA to be seen as a lifestyle brand, to engage our customers by being part of their lives and growing with them. Our latest introduction of the new GODIVA Lifestyle Café creates the perfect spot for chocolate lovers.
At GODIVA, we strive to make it for every stage in life such as the baby showers, graduation, wedding and even Teachers’ Day! We need to make sure that we become that trusted companion and to enrich every special occasion, with passion and love. Our business goal is also to continue expanding in Asia rapidly the next 3 years.
DD: How does Godiva plan to expand in the next 10 years?
CC: Trends are constantly changing and it’s challenging to predict the next 10 years but what we see is the trend to connect with the millennials, even with a strong track record of more than 90 years of heritage. GODIVA has become a much more approachable premium brand in the recent years. Apart from committing to opening a certain number of stores in the region, we are also currently creating new store formats to create a space for day-to-day indulgence. The millennials are adventurous with taste, affluent and know their food. It’s about giving them a good reason to connect with us, so we need to constantly upgrade our brand to fit their lifestyles.
Mr. Philippe Daue, GODIVA Chef Chocolatier, China & Pacific Rim
DD: At what age did you make the conscious decision to be a chocolatier and why?
PD: At the age of 16, I stepped into the world of pastry and baking. I was already working in the kitchens, but found the precision and delicate technical approach in the pastry more appealing. From then on, I worked with chocolate on a daily basis, but it is only since I joined Godiva 5 years ago that I can fully focus on chocolate, and chocolate only.
DD: Who were your mentors and what was the lasting impression they gave you?
PD: My father, who was himself a famous Michelin-star rated Chef and restaurant owner, was my real mentor. He thought me the importance of hard work to develop skills, discipline to ensure consistency, and the need to keep an open mind in order to be both creative and keep continuously learning.
DD: Describe chocolate in 3 words.
PD: Pleasure, passion, and sharing.
DD: Your favourite way of preparing/eating chocolate?
PD: I love all ways of experiencing, preparing and indulging chocolate, but grabbing a high-quality piece of pure chocolate and eating out of the hands is my favourite, simple pleasure.
DD: How do you judge food quality chocolate?
PD:Chocolate is experienced through our 5 senses (visual, touch, hearing, smell, taste) and only if our 5 senses are fully satisfied with the experience, can we talk of a good quality chocolate.
DD: Is there anyone dead or alive that you would like to present your chocolates to?
PD:I would have loved to share a chocolate moment with Charlie Chaplin, that genius who, just like chocolate, was able to put a smile on everyone’s face.
DD: What is the future of Godiva's chocolate? PD:Innovation is the future of Godiva’s chocolate. Along with the other 7 Godiva Chef Chocolatiers, we are constantly looking for new inspirations from the various countries to create delicious yet unique desserts incorporating our premium chocolate. The trends are ever changing and we have to understand the local culture and develop our products to suit the taste palettes of the locals.
Ms. Carmen Chiu, GODIVA Marketing & Merchandising Director, China & Pacific Rim
