Tony’s Chocolonely has been ratcheting up sales of its large slabs of guilt-free chocolate across the U.S. for a few years. Now the Dutch brand is testing its first standalone store at Amsterdam Schiphol Airport. So far, Tony’s Chocolonely is distributed in around 50 airports in the U.S. and another 20 or so airports across Europe.
The airport expansion makes sense from a visibility viewpoint if the brand is serious about its mission to put social impact before profit and make chocolate 100% slave-free. The company was founded in 2005 by three journalists from the Dutch TV show Keuringsdienst van Waardeafter they discovered how some big chocolate manufacturers were buying cocoa from plantations that used illegal child labor and modern slavery.
Since then, Tony’s has built direct, long-term relationships with cocoa farmers in Ghana and Ivory Coast and has quickly become a market leader in the socially-conscious Netherlands.