Tony’s Chocolonely

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History:
Tony's Chocolonely is a private chocolate company which bases it's business on a generative model. Tony's Chocolonely was founded in 2005 after the Dutch reporter Teun van de Keuken launched an investigation about the use of slavery within the cocoa industry. During the process of his research Keuken discovered that most of the chocolate sold in stores was harvested by slaves or children. He tried to collaborate with large chocolate industries to solve this problem and fight slavery in the chocolate market, however, none was willing to collaborate with him. Keuken decided to start his own business and Tony’s Chocolonely is the result.

Analysis:

The company works to expose slavery, child labor and raise awareness about the abuse in the global coco industry. One of its biggest goals is to produce chocolate that is 100% slave-free.
Since 2012, the company has been buying their cocoa directly from cocoa farmers in West Africa, ABOCFA in Ghana and Ecookim in Ivory Coast, whom the company has visited before contracting with. ABOCFA includes 400 farmers from 13 villages, and Eccokim 350 farmers, most of them from the village of Blaiskero Sud.
Tony's Chocolonely chocolate bars are divided into unequal pieces to "make statement about the inequality in the coco trade." as their website describes it. Moreover, these pieces together are a map of Western Africa.
The company aims to minimize it's impact on the environment but for now this is considered to be a long term goal. In 2012, the company started using uncoated FSC-recycling paper to wrap their chocolate. The non-recycled material in the packaging comes from responsibly managed forests.

Competitors:
Tony's Chocolonely competitors are big chocolate companies, Nestle is one example.

Links:
Tony's Chocolonely website: http://www.tonyschocolonely.com/en/about-us/frequently-asked-questions/
True Price: Case Tony's Chocolonely: http://trueprice.org/case-tonys-chocolonely/