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farms, there are 2.1 million children working under illegal circumstances. It’s estimated that 30,000 children and adults are victims of modern slavery – that’s human trafficking and forced labour.
What is the mission?
Our mission is to make 100% slave-free the norm in chocolate. That’s not only the chocolate in our bar, but all chocolate, worldwide.
To realise this we have a roadmap, with three pillars. The first is to make people aware of the problem. The second is to lead by example. And the third
is to inspire the industry to act and follow our example. When we started 13 years ago, nobody took us seriously. We were this nice, cute brand with a very big mouth. Now, we are the market leader in the Netherlands and a proven success.
As a result, big companies want to know more about our sourcing model, how it works, what’s the impact, and that’s very interesting.
What do you do differently?
We have a recipe for slave-free cocoa which has five ingredients. Only if used together can the farmers make a living income. The five ingredients start with traceability – so direct relationships in the cocoa chain. We then pay a higher price, 20–25% extra above the normal price of cocoa.
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