Product details

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Subject category: Entrepreneurship
Authors: Esther Blom (TU Delft); Elco van Burg (Vrije Universiteit - VU University Amsterdam); Petra Verhagen (HAN University of Applied Sciences); Mark Hillen (Independent Author)
Published in: 2014

Abstract

In August 2013, Henk Jan Beltman, the Chief Chocolate Officer of a small social enterprise named Tony's Chocolonely, together with his management team and founder, needs to decide on the next steps for his company. Tony's Chocolonely's vision is clear: a 100% slavery-free chocolate sector. This means changing the mindset and behaviour of all actors in the chocolate sector, from farmers to local governments and from large chocolate companies to chocolate consumers. Henk Jan set-up a roadmap towards reaching the vision and he had succeeded in building a successful business which can serve as a role model to the industry. Tony's had built an attractive brand, which was the number three brand in value in the nation's largest supermarket, created their own truly responsible value chain and increased awareness on the slavery problem in the cocoa industry with chocolate companies and consumers. This could not have been accomplished if it was not for a great and committed team. Henk Jan looks back with pride, realising at the same time that convincing other chocolate companies to change their value chain, the final step in his roadmap, is a big challenge… This case has been made available free of charge.
Industry:
Size:
20+ employees
Other setting(s):
2003-2014

About

Abstract

In August 2013, Henk Jan Beltman, the Chief Chocolate Officer of a small social enterprise named Tony's Chocolonely, together with his management team and founder, needs to decide on the next steps for his company. Tony's Chocolonely's vision is clear: a 100% slavery-free chocolate sector. This means changing the mindset and behaviour of all actors in the chocolate sector, from farmers to local governments and from large chocolate companies to chocolate consumers. Henk Jan set-up a roadmap towards reaching the vision and he had succeeded in building a successful business which can serve as a role model to the industry. Tony's had built an attractive brand, which was the number three brand in value in the nation's largest supermarket, created their own truly responsible value chain and increased awareness on the slavery problem in the cocoa industry with chocolate companies and consumers. This could not have been accomplished if it was not for a great and committed team. Henk Jan looks back with pride, realising at the same time that convincing other chocolate companies to change their value chain, the final step in his roadmap, is a big challenge… This case has been made available free of charge.

Settings

Industry:
Size:
20+ employees
Other setting(s):
2003-2014

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