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We also believe in long-term relationships so
that farmers find security and they can invest
in their future. Fourth is working together to professionalise the cooperatives (stronger farmers also have more negotiating power when they talk to other buyers). And the last one is increased quality and productivity, to increase their yield and therefore their income.
How do you position Tony’s in the market?
Chocolate is a product that is fun, and should be enjoyed. We want to educate people about the greatness of chocolate, but also make them aware that we have a shared responsibility for the circumstances at the beginning of the chain.
Our mission is really big, but we believe that if we have this positive can-do attitude then we will achieve it. So, we want to put a smile on people’s faces in everything that we do. The colourful packaging, for example, gives this optimistic feeling that we can make a change together.
How do you bring the brand and that Missionary narrative to life?
We see ourselves as a movement. A movement
of serious friends in the countries where chocolate is being consumed, and serious farmers in the countries where the cocoa is being produced.
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