Sustainability

Luther and The Wire star, Idris Elba, teams up with Tony’s Chocolonely in new video calling for a fairer cocoa industry

By Anthony Myers contact

- Last updated on GMT

Tony's Chocolonely was founded with a mission to make all chocolate 100% slave free. Pic: Tony's Chocolonely
Tony's Chocolonely was founded with a mission to make all chocolate 100% slave free. Pic: Tony's Chocolonely

Related tags: Cocoa, Child labor, Tony's Chocolonely

Dutch ethical chocolate brand Tony’s Chocolonely has released its first brand video, narrated by British actor Idris Elba, to raise awareness of what it calls its 'fight against systematic inequality and exploitation in the chocolate industry'.

The impact company was founded with a mission to make all chocolate 100% slave free and the video brings to life the concept of fair versus unfair in a dynamic world of colour and pop cultural references.

The video, directed by music video director Helmi, continues Tony’s mission to ‘end exploitation of cocoa farmers, juxtaposing the fairness we take for granted in Western culture with the inequality in West Africa’s cocoa supply chains’.

Thecla Schaeffer, head of marketing, Tony’s Chocolonely said: “Our new brand video states our position about the issues in the cocoa industry in a globally appealing and emotional way. We have a serious message to share, and we are always looking for creative ways to get our message across.​”

Tony’s Chocolonely says there is evidence of over 30,000 cases of modern slavery and over 2 million cases of illegal child labour in the cocoa industry at present.

'shocking inequalities'

Being an Englishman who is the son of a Ghanaian mother and a Sierra Leonian father, I am all too aware of the shocking inequalities between the West and Africa​,” said Elba, who is also an ambassador for the United Nations International Fund for Agricultural Development.

 “It's an honour for me to voice Tony’s powerful manifesto against exploitation and I see this collaboration as a first step to doing more impactful work together​.”

The video ends on an upbeat note​, with the full cast coming together: a metaphor for the energy, dynamism, opportunity and potential in Africa.

Chocolate can be a powerful force of change, says the Dutch brand: “All chocolate should be made without modern slavery and illegal child labour. To be part of the solution sign Tony’s petition here: https://tonyschocolonely.com/petition​”.

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