The case, and its accompanying pedagogical material, offers a unique perspective on CSR-based transformational entrepreneurship, looking at a startup company with a strong ethical purpose and objective, in this case the transformation of the cocoa supply chain towards a child-labor free, fair-trade, organic agriculture-based sourcing. The case follows the history of Tony’s Chocolonely, a Dutch producer of premium chocolate bars with a strong responsible footprint. It follows the footsteps of its founder, Teun van de Keuken (a.k.a. Tony) from journalist to social activist and ultimately entrepreneur with a strong sense of purpose and defined impact objectives. The 12-year journey led Tony’s Chocolonely chocolate bars to claim the number three spot in the Netherlands’s chocolate markets, with the products also sold in many other countries around the globe.
- Scaling up
- Growth with purpose
- Social and environmental responsibility
- Child labor
- Mixed motives firms
- Transformational entrepreneurship
- Social ventures
- Impact investment
- Leading change
- Standard setting
- ESG criteria
- Work-life balance
Tony’s Chocolonely, Consumer Goods, Food and Beverage
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