US chocolate brand Feastables becomes latest ‘Mission Ally’ in Tony’s Open Chain
CocoaRadar believes the two organisations have been in conversations since October 2023 and signed an agreement earlier this year, in time for the main cocoa harvest, which has already started in some regions.
By joining Tony's Open Chain, Mission Allies are supporting better traceability of the cocoa beans, paying higher prices for cocoa, and building long-term partnerships in West Africa.
Anthony Myers
The partnership with the first major US chocolate brand represents a significant step within Feastables’ larger commitment to transform the West African cocoa sector. It is already working on the ground with farmers, workers, and within their communities to address the inequities faced by millions throughout the supply chain.
Adriaan Verbeke, Global Head of Ethical Sourcing at Feastables, said: “Tony’s Open Chain is a leader and a best-in-class representation of the highest ethical standards for our industry. As a Mission Ally, we share ethical sourcing principles and a commitment to take transformative actions that are already improving the cocoa sector throughout its supply chain.
“We know this will take time – but we can’t do it alone, so partnerships like the one with Tony’s Open Chain matter.”
To become a Tony’s Open Chain Mission Ally, Feastables must commit to upholding the initiative’s 5 Sourcing Principles:
- Ensuring full traceability of cocoa beans
- Paying a premium for cocoa to support farmers in achieving a living income
- Fostering robust cooperatives to enhance the safety and sustainability of cocoa farming
- Committing to long-term relationships to provide income stability for farmers
- Offering guidance to farmers to boost their productivity, cocoa quality, and agricultural expertise
Feastables is the brainchild of creator, entrepreneur, and business leader Jimmy Donaldson, better known as ‘MrBeast.’ It was born from his desire to help as many people as possible, especially children who are particularly vulnerable and work within the cocoa sector.
“We’re trying to do things differently because the way the sector currently defines what is right and what is ethical doesn’t always help West African kids or their families,” said Donaldson.
“It’s why we’re hiring sector experts, why we’ve partnered with leaders like Tony’s Open Chain, and why we’re already listening and working with local West African partners. We recognize this is a big challenge, but Feastables is fully committed to the communities that need this the most. We are in this for the long run.”
Joke Aerts, Open Chain Lead at Tony’s Chocolonely, said the company welcomes conversations with many more US-based players as it continues transforming cocoa supply chains in West Africa.
"Tony’s Open Chain is on a mission to set a new standard for the chocolate industry where all brands come together and take responsibility to drive structural change towards a more equally divided cocoa chain. We are now one step closer to that mission,” she said.
About Tony’s Open Chain
Tony's Open Chain now includes 21 Mission Allies with a shared cocoa sourcing responsibility. These allies aim to end cocoa exploitation by focusing on child labour, deforestation, and poverty.
The initiative has sourced 30,000 metric tons of cocoa for the upcoming season, targeting 5% of West African cocoa. It has reduced child labour prevalence from 50% to under 4% in cooperatives in West Africa.
Tony's Open Chain pays a higher price for cocoa, invests in long-term cooperative partnerships, and emphasizes traceability and environmental sustainability.
About Feastables
Feastables is a chocolate and snack brand created by American YouTuber Jimmy Donaldson, better known as MrBeast. In January 2022, Donaldson announced the creation of his company, which launched its own brand of chocolate bars called "MrBeast Bar."
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