In order to measure and manage social and environmental performance in a similar way to financial performance, businesses must consider their own operations as well as the full supply chain and product life cycle.

Tony’s Chocolonely was founded by journalist Teun van de Keuken, who was shocked to discover that much of the chocolate sold in supermarkets was made by people, especially children, working in slave like, illegal, and dangerous conditions. When he tried to discuss the situation with chocolate makers, many declined to discuss the issue.

“Malpractices in the cacao industry drove me to set up Tony’s. Many plantations in Western Africa practice slavery and child labour even today. That’s what we want to help to prevent.”

From the outset, it was clear that a mission to eradicate modern slavery from all chocolate production went way beyond measuring Tony’s direct impact.

“Alone we make slave-free chocolate, together we make all chocolate 100% slave-free. One of the main things we’ve learnt along the way is how difficult it is to change an industry. After 11 years we’re not there yet. We’re actively seeking partners who apply our model.”

Tony’s strategy roadmap to achieve the goal of 100% slave-free chocolate production consists of 3 pillars: createing awareness, leading by example, and inspiring others to act. It is these three pillars that form the measurable impact of Tony’s Chocolonely. The company also follows the GRI (Global Reporting Initiative) guidelines for sustainable reporting as well as the usual financial accounting metrics.

13 metrics relating to their roadmap and three pillars, are used to track impact and success. The newest of these metrics is linked to the third pillar and is all about the start of Tony’s Open Chain, an open source platform where chocolate companies can access the necessary knowledge and tools to improve their supply chain.

The company also follows the GRI (Global Reporting Initiative) guidelines for sustainable reporting as well as the usual financial accounting metrics. The company has also created an open source platform where chocolate companies can access knowledge and tools to improve their supply chain.

“On its own, a certification label does not enable farmers to live above the poverty line and provide a decent income for their families. The way we see it, chocolate makers are responsible for their chocolate supply chain – not the certification inspector.”

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