We strip bare
Tony's Chocolonely makes a statement for transparency in supply chains with a "half-naked" chocolate bar
With a new disruptive campaign, Impact Business from the Netherlands is drawing attention to exploitation in the chocolate industry. With full transparency about their own supply chain, they are "going bare" and inviting other companies to follow suit.
Exploitation in the chocolate industry
Illegal child labor, cocoa prices that pay too little to the farmers and do not provide them with a living wage, lack of traceability: the chocolate industry has a massive transparency problem. Tony's Chocolonely takes a different approach and makes the "naked truth" visible. With its "We're going naked" campaign, the impact business that produces chocolate is not only highlighting what is going wrong in the industry, but also proving that there is another way with its own supply chain model "Tony's Open Chain".
"Last year alone, we identified 1,544 cases of child labor in our supply chain - not because we are worse than others, but because we are looking," explains Line Dillon from Tony's Chocolonely. "Only those who recognize problems can solve them. According to our latest Fair Report, we have been able to resolve 1,718 cases of illegal child labor by working with our partner cooperatives."
The chocolate industry is characterized by unfair trade practices. Cocoa farmers often do not earn enough to feed themselves and their families. At the same time, large corporations benefit from low purchase prices. Tony's Chocolonely sets an example with its 5 sourcing principles: fair payment, long-term partnerships and full traceability of the supply chain.
"Election poster campaign" and "peep-up store"
To draw attention to this important issue and the campaign, Tony's Chocolonely is calling for the right choice in the coming weeks, which in Germany will be dominated by voting: namely the choice for fair chocolate and against exploitation in the chocolate industry. Corresponding "election posters" will be on the streets of Berlin over the next few weeks.
With its new limited edition, Tony's Chocolonely is also packaging this serious topic in a consumer-oriented campaign: "half-naked" bars, which will be available in retail stores and online, symbolize that the company has nothing to hide. It will be exciting, informative and playful in Berlin: at the "Peep-Up-Store" (March 13-15, Torstraße 66 in Berlin, daily 11 am - 7 pm) Tony's Chocolonely will show the naked truth behind chocolate and fair solutions (which also taste good!).
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
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