Tony Chocolonely: Slave-Free Chocolate Bars

Fast Company: “Since hitting U.S. shelves last fall, a new kind of chocolate bar company is trying a different tactic: Making ‘100% slave-free’ its central selling point. Amsterdam-based Tony’s Chocolonely features a wrapper with the brand’s name spelled out in large, cartoonish lettering. Inside, the chunky squares are divided unevenly to represent the inequality within the industry.”

“To meet that promise, company leader Henk Jan Beltman … had to rethink nearly everything about how traditional supply and production works. Rather than contract with international traders, the company deals directly with independent in-country farming cooperatives, which sometimes receive NGO support. All participants not only share practices to grow better crops, but agree to be monitored, ensuring instances of child labor are spotted and addressed.”

Tony’s Chocolonely “was originally started by a Dutch journalist named Teun ‘Tony’ van de Keuken who, after investigating how slave-based beans were mixed up and melted down with everything else, originally decided to make an absurdist documentary about the injustice in 2004. Van de Keuken bought and ate some off-the-shelf bars and then turned himself in to the police, citing his behavior as helping finance criminal operations. Theatric aside, he wasn’t convicted, so he launched a chocolate company to prove there was another way to ethically manufacture.” Says Beltman: “It’s the lonely battle of Tony to change the chocolate industry from the inside out.”

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