FIGHTING FOR EQUAL BUSINESS RELATIONS
Together with Tony's Chocolonely we believe that equal business relationships with African farmers should be the norm and should replace the present approach of doing business, since it’s driven fundamentally by profit maximization and hence exploitation. Miesiyu helped Tony's with a positive activist marketing strategy and communication to put equality on their own agenda too. With respect to the way they do business and to how they interact with one another. By involving West African people in the development of their communication (in stead of only communicating 'about' them) Tony's became more aware of their own blind spots and without deviation made change happen.
Almost 11 years ago the Dutch investigative reporter Teun (Tony) van de Keuken was literally shocked to discover that most of the chocolate on supermarket shelves was harvested by (child) slaves. Teun decided to lead by example and make 5.000 Fairtrade chocolate bars. Tony’s Chocolonely was born. As a chocolate company they activate industry, politics and consumers to bring about change.
HOW IT ALL BEGAN
TEUN (TONY) VAN DE KEUKEN
Teun even let himself condemned as a chocolate criminal, because everyone who eats chocolate is actually also guilty of the criminal practices of chocolate giants. With this action he wanted to make people aware of their responsibility for their share in the frightening circumstances on cacao plantations overseas.
Tony's Chocolonely wanted to bring its 100% slave free chocolate dream to the US and GB. Miesiyu helped Tony's to develop an international strategy for this. This strategy led us to develop a minidocumentary. Herewith sharing this story of an unusual chocolate bar with as many people as possible worldwide.
UNITED STATES! GREAT BRITAIN! TONY'S COMING!
Brand story Tony's Chocolonely