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Pascal van Ham, Marketing Director
The Interview
Fair, Not Square Tony's Chocolonely
How do you educate the world about something as serious as modern slavery while still keeping your product fun? How do you change something as loved as the chocolate business without seeming like a killjoy? And what does it mean to be a ‘cute brand with a very big mouth’ when you never use paid media to share your mission?
Launched in the Netherlands to raise awareness
of slavery and child labour in the cocoa industry, Tony’s Chocolonely has grown to €55m in annual revenue. Its introduction of an entirely new criteria of choice in the category (would you like slave-free chocolate, or the other kind?) has made it the brand leader in its home market – without any
paid advertising. It is now stepping up its expansion internationally.
Head of Marketing, Pascal van Ham, shares Tony’s story and the brand’s learning journey along the way.
What is the scale of the problem?
The problems in the cocoa industry are really shocking. 60% of cocoa comes from two countries: Ghana and Ivory Coast, where there are 2.5 million farmers working and producing the cocoa. On their
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Pascal van Ham,
at the Tony’s Chocolonely office in Amsterdam.
18 Missionary