Idris Elba teams up with Tony's Chocoloney in new video calling for a fairer cocoa industry

Tony’s Chocolonely, the impact company on a mission to make all chocolate 100% slave free has announced two stores in Meath are now stocking its fairtrade chocolate.

The company has launched its first brand video to raise awareness of their fight against systematic inequality and exploitation in the chocolate industry.

The 60 second video brings to life the concept of fair versus unfair in a dynamic world of colour and pop cultural references, with a manifesto narrated by Idris Elba.

The film is directed by music video director Helmi. News of the manifesto film arrives as Tony's Chocolonely announce its arrival into additional Irish stores this month.

Now available in 300 stores across the country, with their products available in Supervalu Kells Shopping Centre and Supervalu Enfield.

Irish people are the third-largest chocolate consumers in the world* so the impact of choosing to purchase responsibly sourced chocolate is significant. 60% of the chocolate we consume originates in West Africa — Ghana and the Ivory Coast and only 6 to 7% of all cocoa worldwide is sold under Fair Trade terms.

Tony’s Chocolonely goes beyond Fair Trade to ensure the cocoa farmers they trade directly with have the best possible chance of escaping poverty The film explains 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, where there are over 30,000 cases of modern slavery and over 2 million cases of illegal child labour.

As Marketing Magic Maker at Tony’s Chocolonely Thecla Schaeffer explains: “Our new brand video states our position about the issues in the cocoa industry. We have a serious message to share, and we are always looking for creative ways to get our message across.”

Campaign collaborator and ambassador for the United Nations International Fund for Agricultural Development, Idris Elba said “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. 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.”

Chocolate can be a powerful force of change, and every chocolate fan can be part of the solution by making conscious choices. The message is clear. The invitation is open. It’s time to raise the bar! 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