Forget firefighters or astronauts – the most popular guest at a school career day in Australia is none other than the boss of Cadbury. Toby Smith, the man steering the nation's favourite chocolate company, has wholeheartedly embraced his role as Australia's real-life Willy Wonka, much to the delight of wide-eyed schoolchildren.
The Coolest Dad in the Classroom
When one of his three sons invites him for a parent career talk, Toby Smith never fails to make an impression. Announcing that you're the head of Cadbury is akin to revealing a secret identity as Australia's undisputed chocolate king. "I'm certainly one of the cooler dads," he laughed during a recent conversation. He finds genuine joy in these school visits, stating that "coming to school and talking about Cadbury or helping out fills my heart. It's part of why I love my job."
Smith doesn't take his position as the face of a beloved brand lightly. He appreciates the playful title of 'chocolate king' because it reflects the special bond Australians have with the Cadbury name. "There is something special about selling Cadbury in Australia, and there's a huge amount of responsibility in doing that," he explained. This connection comes with a profound obligation for the company to remain generous and engaged with the community.
Two Decades of Sweet Success
Toby Smith's journey to the top was a gradual climb. He first joined the company in a sales role twenty years ago, steadily working his way up until he assumed the top job last year. His long tenure has given him a front-row seat to the evolving tastes of the Australian public.
He has witnessed the meteoric rise of popular varieties like Marvellous Creations and the cult-like following of Caramilk, as well as the less successful experiments, such as the short-lived Cadbury with CC's. "Australia has been exporting their ideas around the world more and more in the last decade," Smith noted, highlighting the global influence of local flavour innovations.
A Chocolate Giant's Market Domination
The passion Australians have for Cadbury chocolate is not just sentimental; it's a commercial powerhouse. The brand commands an astonishing almost 50 per cent share of the nation's chocolate market. This voracious appetite isn't confined to Australian shores, with Cadbury winning over taste buds in diverse markets including South Africa, Canada, and Malaysia.
Beyond satisfying sweet teeth, Cadbury is a significant employer. The company provides jobs for more than 6000 Australians, supporting a wide network that includes dairy farmers, cane growers, and factory workers located in states like Tasmania and Victoria.
For Smith and his team, the magic lies in this continuous conversation with consumers. "That's what we love about working at Cadbury," he shared. "Every year we try and bring out new flavours and they create amazing dinner table conversations where someone loves their products and then across the table, someone hates the same product... but gee, it gets a conversation going." It seems that in Australia, chocolate is more than a treat; it's a national talking point.
