đ« Good Business #10: Tony's Chocolonely
âThe chocolate we produce is a vehicle to spread the wordâ â Ben Greensmith, UK & I Country Manager
I hope you are having a good week. This week, chocolate! Tonyâs Chocolonely. Seriously, they have one of the most impressive impact reports Iâve seen. Worth spending some time reading it.
Note
I'm doing a little change to this newsletter, splitting it in two:
This usual case study, Good Business, will continue to be delivered once a week.
The sections Good Bits and Tools & Companies will be moved to a new once-a-week edition, called 121ForGood.
121ForGood will be the place where I'll be sharing good findings. Resources like books, podcasts, articles, tv shows, etc.
4 different resources ( 1 / 2 / 1 ) per edition.
Right to the point.
121.
đ Spreading Love
âIncreased access to electricity in both Ghana and CĂŽte dâIvoire, and increased access to safe drinking water in CĂŽte dâIvoire. Good healthcare coverage has become available in both countries since 21/22.â
â3/4 of the child labor cases detected at our long-term partner cooperatives on
1 October 2021 were closed by 30 September 2022.â
đ° Good business in a nutshell
Company - Tonyâs Chocolonely
What they do - Trying to make chocolate 100% slave-free the norm
How they started - Asking to be arrested. Teun van de Keuken consumed chocolates which cocoa had been harvested by children slaves. This act draw the whole mediaâs attention and he decided to create a slave-free chocolate brand.
Areas of Impact - Poverty Alleviation, Zero Hunger, Reduced Inequalities, Climate Change
Saving the world - 8,921 farmers earning a living income
How they make money - Selling chocolate bars
Revenue - âŹ133 million (2021/22)
Who started everything - Teun van de Keuken
đ The long version
đ§© Problems
1.56Â million children work under illegal conditions in Ghana and the Ivory Coast.
The average cocoa farmer in the Ivory Coast earns âŹ0.78 a day.
đĄ How they started | How they are going
Asking to be arrested. Journalist Teun van de Keuken consumed chocolates which cocoa had been harvested by children slaves. This act draws the whole mediaâs attention.
He then approached NestlĂ©, which was the main sponsor of the new âCharlie and the Chocolate Factoryâ film, to produce a slave-free chocolate bar.
Taking no as the answer was his motivation to create a slave-free chocolate brand.
*Section extracted from The Chocolate Case film
đ Saving the world
8,672,000 kg of chocolate sold
8,921 farmers earning a living income
âŹ3.8 million paid in premium â Tonyâs premium to enable farmers a living income
âïž Impact Model
Tonyâs mission is to make 100% slave-free the norm in the chocolate industry. The mission is guided by 5 principles:
Traceable cocoa beans âą know who produces the beans and how (social and environmental conditions) the beans are produced.
Higher price âą additional premium on top of the current price + certification premium to ensure farmers earn a living income.
Strong farmers âą professionalise farming cooperatives to reduce economic inequality.
The long-term âą at least 5 years of sales guaranteed.
Improved quality and productivity âą invest in skills to grow cocoa, producing more and better-quality beans.
đ° Letâs talk money *
âŹ133 million (2021/22)
đȘ Join the cause
https://join.tonyschocolonely.com
đŹ Who started everything
Teun van de Keuken
2003 - Journalist Teun is shocked after reading an article about children slaves in cocoa farming
2003 - As a way to draw attention, Teun eats tons of chocolate bars and asks to be arrested (heâd consumed cocoa harvested by illegal child labour).
2004 - He is refused to be prosecuted.
2005 - He decides to draw the publicâs attention by leading by example: he produces 5,000 chocolate bars which isnât enough. 13,000 bars are sold!