Andrew Kuiler

Founder & CEO

My love for China and food goes all the way back to when I was growing up in country Victoria, Australia. As a child of immigrant parents, and with Chinese godparents, I was exposed to foods from all over the world.


I'm the founder and CEO of The Silk Initiative (TSI), China’s only specialized food and beverage insights-driven brand consultancy. A native Australian, I've managed a global career in leadership positions at large multinational agencies in Shanghai, New York, and Sydney before carving out my 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, I have a strong understanding of the strategic approach brands need to thrive. My insights on the Chinese consumer market and branding have also led to my being featured in major publications, including Entrepreneur Magazine and Smart Insights, and in front of think tanks, financial institutions, and government organizations.

When I'm not helping clients prosper, you’ll find me entertaining guests over a home-cooked meal, experimenting with new cuisines, or showcasing my 34 years of study on the bagpipes – much to the delight of my neighbours.