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- 37:01 min

Interview

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Tony’s Chocolonely and the Future of Conscious Retail

📍New York, NY

There’s something unmistakable about the bold, colorful bars of Tony’s Chocolonely. But beyond the eye-catching packaging lies a deeper story, one rooted in fairness, transparency, and an uncompromising mission to make chocolate 100 percent exploitation-free. What began in the Netherlands as a journalist’s protest against the dark realities of the cocoa industry has evolved into a global brand with a very real purpose. Leading the charge in North America is Dusan Vujovic, a seasoned executive who brings both strategic insight and passionate advocacy to the table.

Tony’s doesn’t just sell chocolate. It challenges a broken system. From its unequally divided bar ( a clever metaphor for inequality in the cocoa supply chain) to its radical commitment to traceability and long-term farmer partnerships, everything about the brand is intentional. Under Dusan’s leadership, Tony’s has scaled its U.S. presence while staying true to its values. The brand’s entrance into major retailers like Costco shows that ethical business models can work at scale when paired with patience, authenticity, and a product that people genuinely love.

What makes Tony’s especially compelling is its Open Chain model, a platform that invites other brands to adopt the same ethical sourcing practices. As Dusan puts it, Tony’s knows it can’t change the industry alone. That humility combined with action has led to collaborations with giants like Ben & Jerry’s and Feastables, expanding the brand’s impact well beyond its own bars. In a time when many companies are still figuring out how to balance purpose and profit, Tony’s has made them inseparable.

For consumers, the message is clear. You can enjoy great chocolate and feel good about it too. And for the wider retail industry, Tony’s Chocolonely is proving that doing the right thing is not just good ethics, it’s smart business. With Dusan helping to shape the next phase of growth in North America, this mission-led brand is poised to inspire a new generation of conscious consumers and reshape how we think about what we eat, how it’s made, and who truly benefits.

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