Challenger brand Tony’s Chocolonely aims to eradicate child slavery in chocolate through leading by example, inspiring change in others, and perhaps most relevant to its Sweet Solutions campaign, by raising awareness.
“The whole reason we exist is to eradicate child slavery,” said Greensmith. “You’ve got 1.6m children working illegally to provide cocoa, and, effectively, the big chocolate companies aren’t doing anything about it. We want to show that actually it can be done differently.”
The four limited-edition look-alikes are made according to Tony’s 5 Sourcing Principles: using 100% traceable cocoa beans, paying a higher price, strengthening farmer cooperatives, engaging in long-term direct trading partnerships, and focusing on cocoa quality and productivity to optimise cocoa yields.
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