The appointment of Peter Millard as the new chief executive of Haigh’s Chocolates marks a significant change for Australia’s oldest chocolate maker. For the first time in its 110-year history, the company has chosen a leader from outside the Haigh family, reflecting a bold shift in its traditional approach.
Millard, who previously served as a supply chain officer, embodies a pragmatic leadership style rather than the whimsical persona often associated with chocolate factory leaders. “I’m a mathematician. I sit there and think about squares,” he stated, emphasizing his analytical approach to business. Millard likens building a successful company to constructing an expanding cube, which symbolically represents the multifaceted growth challenges he aims to tackle.
Under his leadership, Haigh’s has recently expanded its presence, opening its newest store in Sydney’s Broadway, bringing the total number of locations to 22. This expansion is part of a broader strategy to enhance the company’s national footprint while maintaining the artisanal quality of its products, including handmade truffles and chocolate frogs.
Millard’s journey with Haigh’s began nearly two decades ago. He has witnessed the company grow its production from 400 tonnes to an impressive 1,120 tonnes of chocolate annually. Additionally, the workforce has increased significantly, now employing around 800 people. Despite this substantial growth, Millard insists that the company’s expansion has been deliberate and methodical, opting for sustainable practices over rapid scaling.
Sales have doubled over the past decade, exceeding $100 million, but Millard is keenly aware that the chocolate-making process heavily relies on human skill and craftsmanship. In a world increasingly driven by automation and artificial intelligence, he emphasizes the importance of maintaining the human element in production. The intricate process of creating chocolates remains rooted in tradition, relying on the dexterity and experience of skilled workers.
As he steps into this pivotal role, Millard is focused on re-engineering the operational aspects of Haigh’s, ensuring the company adapts to modern challenges while preserving its rich heritage. He acknowledges that complexity is a central theme in business today and is prepared to navigate the multidimensional growth that lies ahead.
In reshaping the future of Haigh’s Chocolates, Millard is committed to balancing innovation with the company’s longstanding values, ensuring that the essence of this iconic brand remains intact even as it evolves.
