The simple pleasure of chocolate is something we can all appreciate – but few consumers pause to consider the true cost behind their favorite treat. For Tony’s Chocolonely, a Dutch chocolate company with a bold mission, every bar represents a fight for justice. The company, which has rapidly expanded worldwide, is built on the principle of eradicating exploitation in the cocoa industry. Noel, the U.S. Communications Specialist for Tony’s Chocolonely, recently joined the Riveo Impact Lab podcast to share how the company is using storytelling, branding, and advocacy to create a sweeter future.
A Mission That Matters
“We actually say that we’re an impact company that happens to make chocolate, not the other way around,” Noel explained. This perspective is deeply embedded in Tony’s Chocolonely’s origins. The company was founded by three journalists in 2003, including the journalist Teun van de Keuken, which Tony’s is named after. Teun had stumbled upon a buried news article stating that forced labor still existed in the chocolate industry. “He said, ‘This is something that feels like front-page news,’” Noel shared.
Determined to make a difference, Teun took an unconventional approach: he ate a chocolate bar, then turned himself in as a “chocolate criminal,” arguing that by knowingly consuming chocolate made with child labor, he was complicit and should be arrested due to a Dutch law. “Unfortunately, that didn’t quite happen,” Noel laughed. “But, he did pursue a case in court where he prosecuted himself as a chocolate criminal.”
Recognizing the lack of traceability in the cocoa industry, Teun decided to take matters into his own hands. “He said, ‘I need to prove that it can be done,’ and voila! That’s where Tony’s Chocolonely came from.”
More Than Just a Chocolate Bar
For Tony’s Chocolonely, every element of their product serves a purpose. From its vibrant packaging to the bar’s uniquely uneven shape, the brand is designed to tell a story. “Most chocolate today is perfectly, equally divided into little squares or rectangles. And there was something really ironic about that when the chocolate industry itself is completely unequally divided,” Noel explained. By breaking the mold—literally—Tony’s uses its chocolate as a conversation starter.
“Most chocolate today is perfectly, equally divided into little squares or rectangles. And there was something really ironic about that when the chocolate industry itself is completely unequally divided.”
But the impact goes beyond aesthetics. “Cocoa farmers earn $0.78 on average a day. It’s unimaginable,” Noel shared. Through its direct relationships with farmers, Tony’s is proving that fair wages and ethical sourcing are possible. “For instance, on average, on cocoa farms in West Africa, there is a greater than 40% incidence rate of child labor. At our long term partner cooperatives, we’re able to bring that down to less than 4%. And at farmers, direct farms that we’ve worked with long term, individual farm level, we’re able to bring it down to less than 1%, which means it’s a solvable problem. We just have to choose to solve it.”
A Culture of Purpose
Tony’s Chocolonely isn’t just changing the industry—it’s changing how companies think about employee engagement. Noel, who has been with the company for six years, is a testament to its culture of purpose.
The secret? “We say that our culture is co-created. It’s not just about the company bringing culture to its employees, but employees bringing their culture back to the company as well,” Noel explained. The company also emphasizes transparency and personal responsibility. ”I think if there’s one through-line in everything that we do at Tony’s, it’s about taking responsibility. We recognize that we have an impact on stakeholders on the ground in West Africa, in our retail partners, and even internally here at Tony’s. And we take responsibility for that.” Noel goes on to reflect on the importance of internal reflection, “I think, honestly, if most of us looked internally and asked ourselves, ‘Do I feel good about the organization I’m part of? And if there’s something I don’t feel great about, how can I change that?’ The world would be a much better place.”
“I think if most of us looked internally and asked ourselves, ‘Do I feel good about the organization I’m part of? And if there’s something I don’t feel great about, how can I change that?’ The world would be a much better place.”
The Road Ahead
As Tony’s Chocolonely continues to grow, accessibility is a top priority. “We know that in order to change the industry, everyone needs to have the option to choose better, to choose something that aligns with their values.” Noel stated. Recent expansions into Walmart and Canada signal that the company is on a trajectory to make ethical chocolate more widely available.
“We know that in order to change the industry, everyone needs to have the option to choose better, to choose something that aligns with their values.”
Noel hopes that Tony’s model will inspire both businesses and consumers to consider their impact. Once a problem is discovered, Noel explains, “It’s important to take the steps that are necessary in order to actually change it, whether that’s your relationships with people and your suppliers, whether it’s your relationship with the planet, whether it’s your internal culture, I think that same message is true.”
How You Can Help
For those wondering how to be more conscious consumers, Noel offers a practical approach: “Don’t let perfect be the enemy of the good. Make small lifestyle changes that add up over time,” she advised. For chocolate lovers, resources like the Chocolate Scorecard can also help consumers make informed purchasing decisions.
“Don’t let perfect be the enemy of the good. Make small lifestyle changes that add up over time.”
Ultimately, Tony’s Chocolonely proves that business can be a force for good—one chocolate bar at a time.
To learn more about Tony’s Chocolonely and join the movement, visit tonyschocolonely.com.
Love stories of impact? Let’s bring yours to life.
We’re passionate about helping mission-driven organizations share stories that inspire action. If you’re here for the Impact Lab Podcast, you already know the power of storytelling—now see how we can help you tell yours.
Explore our portfolio to see how we craft compelling videos, animation, design, and social content that make a difference.
