The chocolate chain is unevenly
distributed. Millions of farmers at the beginning of the chain produce cocoa.
Billions of consumers at the end of the chain enjoy chocolate. And in the
middle? There are a handful of people that benefit from keeping the purchase
price of cocoa inhumanly low. As a result, the cocoa farmer lives in poverty,
resulting in child labour and modern slavery.
Tony’s Chocolonely has arised from the
television program ‘Keuringsdienst van Waarde’. In this program, journalists
uncover abuses about the production of food and other products. One of the
presenters is Teun van de Keuken. After it had been shown in the television
program that no chocolate manufacturer who had signed the Harkin-Engel Protocol
conform to the agreements made in 2001 (bring slave-free chocolate on the
market), the makers decided to produce their own slave-free chocolate.
On November 29, 2005 the first Tony’s Chocolonely
bar is on the market. The flavour was just milk chocolate, wrapped in an alarming red packaging with ‘Fair Trade’
and ‘100% slave free’ texts on it. To begin with, Teun has made 5,000 Fair Trade
milk chocolate bars but it turned out this was not enough. The demand was huge:
13,000 bars were ordered!
Tony’s Chocolonely invests in long-term
collaborations with the cocoa farmers. They make better price agreements and
train cocoa farmers to improve their harvest yields and their organization, so
that farmers can achieve a liveable income.
The big bars are divided into uneven
pieces. Tony’s Chocolonely found it crazy that a chocolate bar consists of
similar cubes, while in the chocolate manufacturing world it is not going fair
at all. The pieces also refer to countries in Africa (Ghana and Ivory Coast),
where the cacao is from.
Since slave free is a really important
thing in their chocolate industry, Tony’s Chocolonely their vision is: ‘100%
slave free chocolate’. When there is really no more slavery in the chocolate
industry, then they will have achieved their goal.
Of course, their mission is: ‘together we
make 100% slave free the norm in chocolate’. As a chocolate company, they lead
by example and activate industry, politics and consumers to bring about change.
Alone they make slave free chocolate, together we can make all chocolate 100%