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about=\u0022\/case\/tonys-chocolonely\u0022 class=\u0022case-study full clearfix case-details-page-wrapper\u0022\u003E\n  \u003Cdiv class=\u0022container-fluid case-details-block green-january full-width-wrapper\u0022\u003E\n    \u003Ca id=\u0022scrolltop_button\u0022\u003E\u003C\/a\u003E\n\n    \u003Cdiv class=\u0022row\u0022\u003E\n      \u003Cdiv class=\u0022col-lg-12 full-width-inner-wrapper\u0022\u003E\n        \u003Cdiv class=\u0022row\u0022\u003E\n          \u003Cdiv class=\u0022col-lg-12 btn-group\u0022\u003E\n            \u003Ca href=\u0022\/search\u0022 class=\u0022btn padding-5 insead-white green-december-text rounded-2 back-to-search-button\u0022\u003E\n              Back to Search\n            \u003C\/a\u003E\n          \u003C\/div\u003E\n        \u003C\/div\u003E\n\n        \u003Cdiv class=\u0022row\u0022\u003E\n          \u003Cdiv class=\u0022col-lg-12 badges-block\u0022\u003E\n           \u003Cspan class=\u0022green-june-text text-uppercase 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id=\u0022teachingNoteModalLabel\u0022\u003EEducator Material\u003C\/span\u003E\n                          \u003Cbutton type=\u0022button\u0022 class=\u0022close\u0022 data-bs-dismiss=\u0022modal\u0022 aria-label=\u0022Close\u0022\u003E\n                            \u003Cspan aria-hidden=\u0022true\u0022\u003E\u0026times;\u003C\/span\u003E\n                          \u003C\/button\u003E\n                        \u003C\/div\u003E\n                        \u003Cdiv class=\u0022modal-body\u0022\u003E\n                                                      \u003Cdiv class=\u0022button-block\u0022\u003E\n                              \u003Ca class=\u0022use-ajax btn white-text btn-square green-august\u0022 href=\u0022\/watermark-pdf\/get-pdf\/67035\/133646\u0022 \u003E\n                                Tony\u0026#039;s Chocolonely: The Road to 100% Slave-Free Chocolate?\n                                \u003Ci class=\u0022fa icon-square fa-cloud-download\u0022\u003E\u003C\/i\u003E\n            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Overview\n                                \u003Ci class=\u0022fa icon-square fa-cloud-download\u0022\u003E\u003C\/i\u003E\n                              \u003C\/a\u003E\n                            \u003C\/div\u003E\n                                                      \u003Cdiv class=\u0022button-block\u0022\u003E\n                              \u003Ca class=\u0022use-ajax btn white-text btn-square green-august\u0022 href=\u0022\/watermark-pdf\/get-pdf\/68068\/133646\u0022 \u003E\n                                 Tony\u0026#039;s Chocolonely: The Road to 100% Slave-Free Chocolate? - slides\n                                \u003Ci class=\u0022fa icon-square fa-cloud-download\u0022\u003E\u003C\/i\u003E\n                              \u003C\/a\u003E\n                            \u003C\/div\u003E\n                                                  \u003C\/div\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \u003C\/div\u003E\n        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href=\u0022\/ajax\/microsite\/133646\u0022 class=\u0022nav-link disabled\u0022 rel=\u0022tooltip\u0022 title=\u0022Only users logged in as Educators can access this page.\u0022\u003ERestricted Material for Instructors \u003C\/a\u003E\n                  \u003C\/li\u003E\n                              \u003C\/ul\u003E\n              \u003Cdiv class=\u0022tab-content\u0022 id=\u0022sortable_tab_content\u0022\u003E\n                \u003Cdiv class=\u0022tab-pane fade show active\u0022 id=\u0022home\u0022 role=\u0022tabpanel\u0022 aria-labelledby=\u0022home-tab\u0022\u003E\n                  \u003Cdiv class=\u0022addthis_inline_share_toolbox\u0022\u003E\u003C\/div\u003E\n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ESummary\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EAs late as 2020, the supply chain of the global chocolate industry was characterized by modern slavery and child labour, poverty, dire living conditions and deforestation. While players in the cocoa industry had launched certification and in-house sustainability programmes, experts claimed that these have had limited impact. This failing prompted alternative efforts to change the sector from within.\u003Cbr \/\u003E\nOne of them, Tony\u2019s Chocolonely,  a Dutch brand, set out to challenge the industry and demonstrate that cocoa could be sourced differently. Created in 2005 after an investigative journalist exposed the \u201cdark side\u201d of the industry, Tony\u2019s became one of the market leaders in the Netherlands. It operated a fully segregated supply chain \u201cfrom bean to bar\u201d for all cocoa components in its chocolate, and paid farmers in Africa a higher price for their cocoa beans to help them earn a living income. It described itself as \u201can impact company that sells chocolate; not a chocolate company trying to make an impact\u201d. Its vision \u2013 \u201ca cocoa industry with 100% slave-free chocolate\u201d \u2013 went beyond its own operations and applied to the global industry, urging the big chocolate players to take responsibility along the entire supply chain.\u003Cbr \/\u003E\nThe size of Tony\u2019s Chocolonely compared to the global chocolate industry brings an analogy to mind: Could this David defy Goliath? Could a start-up with a social mission change an entire industry from within? To achieve 100% slave-free chocolate meant tackling a host of strategic, tactical and operational issues, many linked with the UN Sustainable Development Goals.\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                  \n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ETeaching objectives\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EAfter reading and analysing the case, the audience should be able to:\u003Cbr \/\u003E\n\u2022 Understand the cocoa supply and value chain, the part it plays in farmer poverty, child labour and deforestation, and how these problems can be addressed by responsible business.\u003Cbr \/\u003E\n\u2022 Demonstrate how Tony\u2019s mission contributes to sector-wide sustainability and the UN Sustainable Development Goals.\u003Cbr \/\u003E\n\u2022 Understand the complexity of social impact companies and the challenges faced by Tony\u2019s in the industry ecosystem.\u003Cbr \/\u003E\n\u2022 Critically assess Tony\u2019s way of doing business and understand how it differs from the conventional approach.\u003Cbr \/\u003E\n\u2022 Propose and assess both high-level strategic and operational avenues for the different types of challenges Tony\u2019s faces\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                                      \u003Cdiv class=\u0022keyword-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003EKeywords\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cul class=\u0022individual-page-keywords\u0022\u003E\n                                                      \u003Cli\u003E\n                              UN Sustainable Development Goals\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Chocolate\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Cocoa\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Cote D\u2019Ivoire\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Ghana\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Industry Change\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Disruptive Entrepreneurship\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Social Impact Company\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Child Labour\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Poverty\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               Deforestation\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n             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