Dušan Vujović
President of North America
Tony's Chocolonely
Also available as audio
Packaging IS the brand - no logo, just the bar itself, unchanged for 20 years, and 45% of first-time buyers pick it up purely because of the wrapper before they know anything about the mission.
Cocoa prices are 3-4x higher than 18 months ago (a container of cocoa now costs more than a container of copper), and Tony's response isn't shrinkflation - it's transparency: show consumers exactly where the extra money goes.
Tony's Open Chain turns their supply-chain infrastructure into an industry utility - 20 partner brands (Ben & Jerry's, Feastables) now buy into their ethical-sourcing system instead of building their own, scaling the mission beyond what Tony's could do alone.
Conversation 129
You only need to lose credibility once, and you lost it forever. But to build it, it's 20 years and running.
Dušan Vujović, President of North America at Tony's Chocolonely
Dušan Vujović
OFFBounds Source · 129President of North America · Tony's Chocolonely
