A simple framework helps to identify links between specific strategies and the systems-level goals these actions target. For example, Tony’s Chocolonely, a company that experienced year-on-year growth of 33% in 2024 , has a clear systems change focus: to end exploitation endemic in the cocoa supply chain in Ghana and Côte d’Ivoire. To deliver on this mission, the company has developed a business model innovation that enables other cocoa buyers to source via its Tony’s Open Chain, a comprehensive supply chain solution. Tony’s Open Chain works according to five procurement practices, including proactively identifying and addressing cases of deforestation, child labour, and forced labour. 5 This pre-competitive collaboration now includes more than twenty companies, including some of Europe’s larger supermarkets, and represents an example of a firm-level action with a clear systems-level goal. Between them, participating companies – “Mission Allies”, in Tony’s language – offer multiple examples of strategy and business models rooted in systems change, including within governance, performance measurement, and advocacy.
Our board members are values-driven and have extensive discussions about balancing financial health with mission- driven initiatives.
Participant
BEYOND SUSTAINABILITY
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https://uk.tonyschocolonely.com/pages/annual-fair-report 5
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