Tony’s Chocolonely is an unusual chocolate bar, it solely exists to end slavery in the chocolate industry. And according to economist Kate Raworth who wrote the bestseller Doughnut Economics, a company like Tony’s is an example for a 21st century company. By that she refers to companies which use business as a means to create value in as many ways as possible — as opposed to extracting as much financial value as possible. Or in a nutshell, Tony’s is an example for a kind of company that we definitely need more of in our world today.
The Amsterdam-based chocolate company started as a ‘silly’ idea in a TV show. Today it is the largest chocolate company in the Netherlands. But sheer size is not its purpose: changing the entire chocolate industry and making it truly slave-free is. And to really move the needle and have profound impact, Tony’s was designed with the intention to scale and thrive as a business. However, scaling with an emphasis on increasing social change, as opposed to maximizing financial value and with a deep care for its company culture.