Douglas Lamont, CEO of the Dutch chocolate manufacturer Tony's Chocolonely, makes headlines – with chocolate, ethics, and a significant dose of pragmatism. He sees himself as an entrepreneur with a mission, but without the claim to have an opinion on everything and everyone. In a time when CEOs increasingly act as political commentators, Lamont intentionally takes a different path: "I don't have an opinion on every topic, and that's a good thing.
An Advent Calendar Full of Tears and an Empty Window
It started with a controversial move: In 2021, Tony’s Chocolonely deliberately left a window empty in its advent calendar – where chocolate was supposed to be. The message behind it? A reference to inequality and child labor in cocoa production. Parents were appalled, children cried, and the internet debated. But Lamont, who joined the company in 2022, staunchly defends the move: “Christmas is not only the most important time for chocolate sales but also an opportunity to convey messages.”
But this kind of activism contrasts with Lamont's general attitude: He consciously avoids taking a position on global conflicts like the Middle East conflict or American politics. "You don't have to have an opinion on everything," he says in his colorful office in Amsterdam, which looks more like a creative workshop than a company's headquarters.
Ethics meets capitalism – is that even possible?
Lamont firmly believes that companies must take on social and environmental responsibility—not from a purely "woke capitalism" attitude, but out of conviction. "If we don't do this long-term, we are all lost." Nevertheless, he remains pragmatic: "Capitalism is a cool way to solve problems.
Tony's pursues an ambitious goal: to change the entire chocolate industry. The company pays its farmers in Ghana and the Ivory Coast a premium to enable them to earn a living income. These additional costs directly impact profit margins—a bold move in an industry characterized by price pressure and volatile raw material markets. Yet Lamont is convinced: "If we eat less but better chocolate, we can afford to pay more for the beans.
A Willy Wonka-Style CEO
The former CEO of Innocent Drinks, a smoothie manufacturer, has internalized unconventional thinking. His work routine is a combination of structured management and creative moments. Whether he is strolling through the office in Amsterdam, having impromptu conversations with employees, or visiting production sites in West Africa – Lamont is a man of action. "I like working with doers. Theory is important, but in the end, what matters is what gets implemented.
With a turnover of 150 million euros in 2023 – despite a loss of 2.7 million euros – Tony's Chocolonely is on a growth path. But the goal is clear: "We can become a brand with one billion dollars in revenue," explains Lamont. And that, without giving up the ethical principles that make the company so unique.
Criticism and Challenges – Transparency as Key
Tony's Chocolonely has made a name for itself through transparency. When the number of children in the company's supply chain increased two years ago, it was Tony's itself that released the figures. Lamont: "The conditions in West Africa are extremely complex. If we make mistakes, we need to talk about them and analyze them.
But not everyone is convinced. Critics accuse Tony's of being morally preachy, while other manufacturers in the industry are doing too little. Lamont counters: "I wish the big players would just disclose their problems openly. But that doesn't happen.
The Price of Responsibility
The chocolate industry faces immense challenges: rising raw material prices, climate change, opaque supply chains. Tony's responds with a unique business model: In addition to selling chocolate, the company offers other companies like Ben & Jerry's the opportunity to purchase ethically produced cocoa beans through its "Open Chain" platform. An approach that could not only challenge the competition but also sustainably transform the entire industry.
