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Ethical brand ratings and accreditation since 2001

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Tony’s Chocolonely

How ethical and sustainable is Tony’s Chocolonely?

Tony’s Chocolonely is a brand of chocolate ethically scored by The Good Shopping Guide. This brand scores below our ethical benchmark for this sector. Tony’s Chocolonely definitely has room for improvement, but we remain optimistic that we will see improvement in the future. If Tony’s Chocolonely applied for Ethical Accreditation, we would be more confident in the brand’s efforts to improve its ethical ranking. By submitting an application for Ethical Accreditation, Tony’s Chocolonely would receive a more exhaustive analysis from The Good Shopping Guide.

For more information regarding the ethical issues of this brand and the products it supplies please visit the Ethical Chocolate sector report from The Good Shopping Guide to see how competitive brands score in our Ethical Chocolate Ratings Table.

What is Tony’s Chocolonely and what does it do?

Tony’s Chocolonely was founded in 2005 by three journalists from the Dutch TV show ‘Keuringsdienst van Waarde’ when they learned that the world’s largest chocolate manufacturers were buying cocoa from plantations that used illegal child labour and modern slavery. After this Tony’s Chocolonely ensured it dedicated its efforts to raise awareness about the inequality in the ethical chocolate brands industry. They opted to lead by example, building direct long term relationships with cocoa farmers in Ghana and The Ivory Coast. The brand promised to pay these workers a higher price than what they had received, and introduced a collaboration to solve the root causes of modern slavery. The brand aims to inspire the industry as a whole to make ‘100% slave-free’ the norm in the chocolate sector. Tony’s Chocolonely has grown to become the largest chocolate brand in the Netherlands and is now available in multiple markets like the USA and Europe.

Where does Tony’s Chocolonely score well as a brand ethically?

Tony’s Chocolonely scores well in our evaluation criteria such as not supporting or directly contributing to Nuclear power, use and supply of Fairtrade products, Political Donations and Animal Welfare.

How can Tony’s Chocolonely improve its ethical rating?

The Good Shopping Guide uses a variety of things to determine if a brand is considered ethical and suitable for Ethical Accreditation. This brand’s score in each of the assessed areas is calculated based off of these research principles. In order to improve its ethical rating, the brand can submit itself for Ethical Accreditation, thus allowing The Good Shopping Guide to make further, more extensive recommendations on how to improve.

If your chocolate brand is ethical and sustainable, why not submit your product, brand or company to be assessed by The Good Shopping Guide for Ethical Accreditation?

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Organic


  • Nuclear Power



  • Animal Welfare


  • Vegetarian/Vegan



  • Armaments


  • Political Donations


  • Fairtrade



  • Ethical Accreditation


  • Public Record Criticisms


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating