As Tony’s Inspire to Actress, Joke (that’s pronounced Yo-ka) is growing Tony’s Open Chain, founded by Tony’s Chocolonely. Joke has over 20 years of both field and market experience in sustainable agriculture and sustainability standards (Rainforest Alliance, FSC, RSPO, Fairtrade).
Joke says: “At Tony’s we believe that our 5 Sourcing Principles (100% traceable beans, paying a higher price that enables a living income, strong farmers, long-term relationships, and quality & productivity) form the foundation of bringing equality into the cocoa value chain. We want to inspire other chocolate brands to do the same by joining us in our way of working in Tony’s Open Chain and becoming mission allies. Together, we can change the norm in the chocolate industry.”