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Subject category: Marketing
Published by:
Institute for Management Development (IMD) (2018)
Revision date:
17 pages
Data source:
Field research


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 (aka 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.


Marketing; Sustainability; Entrepreneurship; Corporate social responsibility; Impact; Growth management; Ethics; Supply chain; Supply chain integrity; Labor practices; Brand building; Differentiation; Environmental, social and governance ratings; Entrepreneurial leadership; Innovative business model


The events covered by this item took place in 2005-2018.

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Featured company

Company name:
Tony’s Chocolonely
EUR 100 million
Food industry

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