Tony’s Chocolonely started as a stunt by Dutch investigative journalist Teun van de Keuken who wanted to expose the continuing existence of illegal child labour and modern slavery on farms supplying chocolate producers with cocoa beans.
He commissioned production of 5,000 bars to show that it is possible to produce ethically sound slave free chocolate. Those sold out instantly as did a further 8,000 bars. A brand was born.
On the way the company has encountered opposition from other chocolate brands and has discovered that Fairtrade certification does not necessarily mean slave free chocolate. Today Tony’s declares it “is on our way to slave free chocolate”.
The company donates 1% of profits to a foundation which empowers cocoa farming communities and at ways to improve Fairtrade certifications. It has put in place full traceability for the cocoa and cocoa butter it procures, paying the farmers the premium needed to ensure they make a sensible living.
Not surprisingly Tony’s Chocolonely is also a BCorps business where maximising profit is not the first aim for the company.
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