Tony's Chocolonely

Tony's Chocolonely was founded on 29 November 2005 by Dutch television journalist Teun van de Keuken, after several years investigating slavery and child labor in the cocoa industry for his program Keuringsdienst van Waarde. Having failed to get the chocolate industry to reform through reporting alone, van de Keuken decided to make and sell chocolate bars himself; the brand name combines 'Tony,' his own nickname, with 'Chocolonely,' reflecting his sense of being nearly alone in the industry in pushing to eradicate slave labor from cocoa supply chains. His first run of 20,000 bars reportedly sold out within two days. The company later relocated its headquarters to a site near the Westergasfabriek complex in Amsterdam-West, and operates a retail shop beneath its offices there in addition to a larger 'Super Store' in the Beurs van Berlage building in central Amsterdam. The brand markets its bars around unequally divided chocolate pieces, symbolizing supply-chain inequality.