Most people don’t ever think about where their chocolate comes from, but there is a Dutch chocolate company with a serious mission to eliminate slave labor in the cocoa industry. Tony’s Chocolonely is the market leader in the Netherlands. Unlike other chocolate companies, their reason for being isn’t selling more chocolate. Tony’s wants to change how value spreads across the chocolate supply chain.
They have a strict no paid media policy and educate their purpose through conferences, talks and visiting universities to raise awareness for their cause. As a B-Corporation, they are a for-profit business but with a socially conscious mission.
Tony’s Chocolonely
Founded in 2005 by Teun van de Keuken, AKA Tony was an investigative journalist before he got involved in the chocolate industry. With a Fairtrade mission, the company believes that things can be different. By tracking the bean to bar supply chain, they monitor and measure how to pay a higher price to farmers. Tony’s Chocolonely can change the world, one cocoa bean at a time.
With 2.5 million farming families in Ghana and the Ivory Coast, more than two million children are working under illegal conditions because parents aren’t paid fairly for their harvest. With over 60% of the world’s chocolate coming from this region, Tony’s wants to influence what retailers sell and to change Big Chocolate. There isn’t enough value provided to farmers, and Tony’s mission is to change that dynamic.
Brands with Purpose
Many businesses today are organized beyond the notion of just making money. They are created to change the world and, in the process, earn a living. Having an impact on the giants in the industry will take time, but a mission-driven business can leverage the passion of their employees and the concerns of the chocolate buying public.
Benefits of a Mission-driven Business
- Easier to find passionate employees who want their work to matter
- A story like ‘slave-free chocolate’ is different and gives their brand a secondary meaning especially when it is being pitched to retailers or as consumer’s share Tony’s story
- Everyone loves a challenger and intends to participate in a mission bigger than themselves
- A chocolate bar has to taste great and have imaginative flavors, but we buy stories, not just taste.
- Brands that stand for something and someone, are easier to market. Their story matters to a specific community that they serve. (those who want to help make trade fair and eliminate slave labor in Africa).
What does chocolate taste like when you eliminate the bitterness of unfair trade?
Delicious.
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. Visit my website at www.themarketingsage.com The conversation is free, and we can explore working together.
Photo courtesy of Tony’s Chocolonely
