In 2003, Dutch investigative journalist Teun van de Keuken took an extreme approach to expose child labor in the cocoa industry. On his TV show Keuringsdienst van Waarde, he ate 12 chocolate bars that were likely made with cocoa harvested through child labor and demanded to be prosecuted under a Dutch law, which he believed held consumers accountable for knowingly purchasing illegally produced goods. Although authorities dismissed the case because it was impossible to definitively prove that the chocolate was unethically sourced, his stunt sparked widespread awareness about the dark practices behind chocolate production.
Determined to make the problem more tangible, van de Keuken arranged for a child exploited on a West African cocoa plantation to travel to the Netherlands. This move humanized the issue and forced global attention on the realities of the chocolate supply chain. Frustrated with the industry’s lack of progress, he founded Tony’s Chocolonely in 2005 to prove that chocolate could be made without slavery. Despite facing legal scrutiny in 2007, the brand eventually secured recognition for its commitment to ethical sourcing. By 2011, van de Keuken sold most of his stake, and entrepreneur Henk Jan Beltman became the majority shareholder, setting the stage for Tony’s international expansion.
Today, Tony’s Chocolonely has grown into a prominent brand, now widely available in America at retailers like Target, Whole Foods, and Walmart. The brand is instantly recognizable by its bold, blocky lettering and its uniquely irregularly shaped chocolate pieces—designed to serve as a constant reminder that inequality is built into the cocoa industry. While worldwide sales skyrocketed from 1 million euros at the time of van de Keuken’s exit to about 225 million euros today, details about his remaining stake remain private, though it’s likely that he has benefited financially.
Idea for Impact: Know when to step aside. Scaling a venture requires more than just passion—it demands operational efficiency, sound financial strategy, and strong leadership teams. Many founders flourish during the startup phase, yet recognizing when to adapt or step aside often makes the difference between a fleeting idea and lasting success.