It all began when Dutch journalist Teun van de Keuken, or “Tony,” turned himself in for being a “chocolate criminal” in 2003. His crime? Paying for chocolate that used exploitative practices along the cocoa value chain. After a trial, he wasn’t found guilty of the said crime, but he made it his mission to turn chocolate into a vehicle that could spread awareness about all the things that needed to change in the cocoa industry.
Tonys’ rapid growth can sometimes feel like it’s eclipsing what the brand stands for. But with a mix of smart packaging and bold campaigns, it keeps its purpose at the top of consumers’ minds. For instance, Its chocolates are unequally divided to serve as a constant reminder of the inequality that comes with sourcing cocoa.
In its own way, despite the stumbles, Tony’s work has helped grow issue awareness in the U.K. on the exploitative ways of the cocoa industry from 10% to 40% in five years, market research firm IPSOS found.