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Tell us about how you use the bar itself as media.
We want to reach a lot of people with our message, but it’s difficult if you don’t use paid media. The chocolate bar itself is one of our most important channels. Our bar is divided into unequal pieces
to represent the inequality of profits and incomes in the cocoa chain.
We get a lot of complaints. Consumers call us and say ‘Why is this unevenly divided?’ There’s always
a fight around the kitchen table to see who gets the biggest piece, and it’s difficult to break. But that is why we did it. It’s such a good conversation starter. Our unequally divided bar really tells our story: fair and not so square.
What’s it like to work at Tony’s?
The on-boarding at Tony’s is really important because we have this strong culture and way of doing things. It’s very important that everybody understands the mission and the problems in the cocoa industry. So, we have ‘typically Tony’s time’, as we call it. It’s almost like a sort of game, so you have to go through all kinds of stages and do all kinds of activities.
At the end, if you have done all the things, you get your Choco title. So, my Choco title is Choco Loco. You also get a profile picture hung on the wall and stamped on a coffee mug. Only when you get handed your own mug are you a real Tony.
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