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.