How Tony’s Chocolonely Created a Purpose-Driven (and Profitable) Supply Chain

In this article, the authors look at the experience of Tony’s Chocolonely, a Dutch chocolate brand founded in 2005, which set itself a mission to sell 100% slavery-free chocolate. They show how Tony’s brought its supply chain partners together to create an altogether new paradigm in which all actors take responsibility for social impact. And it really works: Tony’s profitably sells around $130 million worth of slavery-free chocolate bars in Western Europe and the U.S.

Frans Pannekoek is a former COO at Tony’s Chocoloney, a sustainable confectionery company based in the Nethelands, and the current COO of Seepje, a sustainable cleaning products manufacturer, also based in the Netherlands. He is also an adjunct professor at theThomas Breugem is a professor at Tilburg University in the Netherlands works on the university’s Zero Hunger Lab project.

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Technology Still Doesn’t Supply The Insights Needed For Supply ChainsI am an author, independent researcher and speaker exploring innovation, information technology trends and markets. I served as co-chair of the 2023 AI Summit in New York, as well as the 2021 and 2022 Summits. I regularly contribute to Harvard Business Review on AI topics.
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