Mission Allies
What is a Mission Ally?
To successfully increase volumes sourced using our 5 Sourcing Principles, we need a group of committed companies to join Tony’s Open Chain. We call them Mission Allies; companies committed to addressing issues in the cocoa industry.
By joining Tony’s Open Chain and employing ethical sourcing and purchasing practices for their cocoa, they play a crucial role in spreading awareness and increasing cocoa bean volumes sourced through Tony’s Open Chain.
We currently have 20 Mission Allies.
Mission Allies
Tony's Chocolonely
The founding Mission Ally of Tony's Open Chain
Albert Heijn
After founding Mission Ally Tony's Chocolonely, Albert Heijn signed as the first partner of Open Chain for its own label chocolate brand Delicata. As of 2024, Albert Heijn has committed to source cocoa for all its own-brand products through Tony’s Open Chain.
ALDI
In 2021, ALDI became the first global discount retailer to join Tony's Open Chain, and developed their Choceur CHOCO CHANGER chocolate bar.
Jokolade
JOKOLADE became Tony's Open Chain's third Mission Ally in 2021
vly
This German brand joined Tony's Open Chain with a mission to create healthy, plant-based dairy alternatives, with zero compromise.
The Flower Farm
The Flower Farm's objective is to stop deforestation of tropical rainforests, focussing on reducing the massive production of palm oil as one of the biggest drivers of deforestation. They joined Tony's Open Chain in 2022, to take their approach further into addressing cocoa deforestation.
PLUS
The Dutch retailer was the first supermarket in the Netherlands to convert all private label products containing cocoa to 100% Fairtrade certified cocoa. They joined Tony's Open Chain in 2022.
Ben & Jerry's
After joining in 2022, Ben & Jerry's and Tony's Open Chain's partnership began across Europe and the U.S.
Koro Source
The German B2B sourcing platform for founders and start-ups joined the Tony's Open Chain model, forming a one-stop shop for product development, start ups and brands to bring fair chocoalte products to market.
Pleese
In 2023, Pleese became the first UK Mission Ally of Tony's Open Chain.
Huel
Huel is a brand on a mission to make nutrionally complete, convenient, and affordable food, and have committed to source all cocoa in their range according to Tony's 5 Sourcing Principles.
cococo
Based in Canada, Cococo joined TOC as expert manufacturers and retailers of award-winning artisanal chocolates and purveyors of fine cocoa confectionery.
HEMA
Dutch retailer HEMA joined Tony's Open Chain in 2023 and started selling their first chocolate made via TOC sourcing principles in 2024
Jumbo
The 2nd largest retailer in the Netherlands joined Tony's Open Chain in 2023, meaning more and more of the Dutch chocolate shelf is being sourced via the 5 Sourcing Principles.
Waitrose
Waitrose joined as the first UK-based grocery retail partner of Tony’s Open Chain, joining the mission to end exploitation in cocoa, together.
Pip & Nut
Pip & Nut became the first UK snack brand to join Tony's Open Chain, and will now source the cocoa for its confectionary nut better cups through Tony's Open Chain.
Feastables
Feastables became the first major US chocolate brand to join Tony's Open Chain in 2024
Holie foods
Holie are a Dutch, healthy breakfast brand with a philosophy of making tasty, vegan granolas and muselis with no added sugar. They joined Tony's Open Chain in 2024
Johnny Cashew
Johnny Cashew joined Tony's Open Chain in 2024. They are a sustainable cashew brand focused on ethical sourcing, reducing waste, and promoting fair supply chains by processing cashews in their countries of origin.
Colruyt
Colruyt Group is a retail group with more than 33,000 co-workers, and a diverse portfolio of food and non-food formulas in Belgium, France and Luxembourg. They joined Tony's Open Chain in 2024.