Tony’s Chocolonely Chocolate

Tony's Chocolonely was founded in 2005 by Dutch investigative journalist Teun van de Keuken (Tony) after he discovered the widespread use of illegal child labor and modern slavery on cocoa farms in West Africa. The brand was established with a clear social mission: to make 100% slave-free chocolate the industry standard. This mission is reflected in the product's design, such as its unevenly divided bars which represent the unfair distribution of wealth in the cocoa industry.

While the brand is rooted in the Netherlands, its chocolate bars are primarily manufactured in Belgium at the Alprorose factory. The company maintains a direct-trade model, sourcing cocoa beans directly from cooperatives in Côte d'Ivoire and Ghana at higher prices to combat poverty. This transparent supply chain is central to their '5 Sourcing Principles' for slave-free cocoa.

As of the mid-2020s, Tony's Chocolonely remains an independent company with a unique ownership structure. While it has received investment from international firms like Verlinvest and JamJar Investments to fuel global expansion, the majority control and the 'mission-lock' are maintained through the company's original internal governance to ensure its social impact goals remain the priority over pure profit.