Activist chocolate brand Tony’s Chocolonely
has launched the latest step in its mission to educate the consumers of the
world on the not-so-sweet aspects of the chocolate industry, through a
partnership with US news giant The Washington
Post.
In addition to partnerships with a growing number of food companies with
chocolate supply chains — including Ben &
Jerry’s
and
Waitrose
— aimed at eradicating exploitation in cocoa
production,
the Washington Post partnership is the latest step in Tony’s years-long
campaign to foster broader
awareness
and meaningful
conversation
around cocoa supply chain issues and how collective action can address them.
As Karin Campbell, director of
brand partnerships at Tony’s Chocolonely US, told Confectionery
News:
“The partnership came naturally, as both brands are driven by a desire to spark
meaningful conversations.
“Awareness is the first step towards taking action, and The Washington Post is
an incredible partner in helping us raise awareness about the issues facing the
cocoa industry,” Campbell said — adding that a 2019 Washington Post
investigation
into child labor in the cocoa industry still plays an important role in Tony’s
educational tool belt.”
Image credit: The Washington Post
The partnership — the chocolate maker’s first with a media organization — has
produced a “Conversations Starter Bundle:” It contains two chocolate bars —
one Milk Caramel Sea Salt and one Milk Chocolate Everything — with
limited-edition collaboration wrapping, sticker sheet and a customized gift box
designed by The Post’s in-house creative team.
As Tony’s
explains:
“Our two-bar pack brings a taste of Tony’s mission to end exploitation in cocoa,
born from the investigative spirit of a journalist, and The Post’s commitment
to uncovering stories that connect, inform and enlighten. A bar for you, one for
a friend and a delicious reason to dive into the day’s headlines or talk about a
hot topic. Grab a bundle, share a bite, start a conversation.”
The brand’s ongoing “conversation starters” continue the mission of its founder,
Dutch investigative journalist Teun Van de
Keuken, who exposed
the ongoing situation of child labor in cocoa supply chains through a series of
TV documentaries in the early 2000s. When an on-air stunt aimed at publicly
pressuring major chocolate manufacturers to address this issue — in which he ate
chocolate bars that were likely made using slave labor, then attempted to get
himself arrested as an accessory to the crime of employing child slaves — didn’t
create the desired effect, he then recruited a team to produce 5,000 Fairtrade,
traceable milk chocolate bars; and in 2005, Tony’s Chocolonely was officially
born.
Along with impactful consumer-facing campaigns from organizations including
Fairtrade
America
and Fairtrade
International,
and Be Slavery Free’s annual Chocolate
Scorecard,
Tony’s remains a prominent force behind growing consumer understanding of the
social and economic
issues
that underly the production of one of the world’s favorite sweet treats.
While a growing number of major brands have begun shying away from social
issues
that could prove in any way divisive (and The Post itself is now dealing with
significant
fallout
after refusing to back a candidate in the US presidential election), consumers
continue to demand and say they will pay
more
for ethically and sustainably sourced products — so, engaging on an issue such
as fair labor isn’t likely to draw ire from anti-ESG
activists.
Conversation Starter Bundles are available into 2025 through Tony’s Chocolonely’s
website.
Through November 1, Tony’s fans also have a chance to win one — enter to
win through
the company’s Instagram page.
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Sustainable Brands Staff
Published Oct 29, 2024 8am EDT / 5am PDT / 12pm GMT / 1pm CET