The reason that has been so important is that after five years, we start to see the long-term results coming through. It takes


time to build up the skills, build up the awareness within communities, and then you start to see the impact of the five sourcing principles as a package”


impact,” she said. Continuous review and strategic investment in what works best are key to their approach.


Retail partnerships Representatives from Waitrose shared their experiences and insights into their collaboration with Tony’s Chocolonely. The discussions highlighted the significant strides made towards addressing critical issues such as child labour, deforestation, and fair income for farmers, showcasing the impact and opportunities created by this partnership. They acknowledged that Tony’s expertise in these areas has been invaluable, stating, “We are really delighted to be able to partner with them and hopefully benefit from that.” The discussion highlighted the importance of open and honest communication about difficult issues. “Tony’s addresses these issues in a really open, honest, and accessible way,” a Waitrose representative noted, appreciating how this transparency resonates with customers who “love Tony’s just as much as we do.” Natalie Rockell, Technical Manager at


Waitrose, shared her inspirational visit to Amsterdam a year ago, which sparked their commitment to the Open Chain model. She recounted visiting cooperatives in Côte d’Ivoire, where the collaborative working relationships between cooperatives and farmers were particularly inspiring. “If I could take everybody there tomorrow, I would,” she said, reflecting on the positive impact of these relationships. Rockell outlined three key takeaways from


their experience over the past year: Commitment and relationship building:


The commitment to the model and investment in the professionalisation of cooperative members were evident during visits. The focus on productivity and quality, along with diversification efforts, highlighted the collaborative spirit between farmers and cooperatives.


KennedysConfection.com Kennedy’s Confection May 2024 13


Investment in education and infrastructure: Waitrose witnessed significant investments in education and infrastructure, such as building schools and hospitals. “Seeing the work that the cooperatives are doing, supporting and educating farmers, was just brilliant,” Rockell noted.


Supplier engagement: Engaging suppliers was crucial for the initiative’s success. “The value they added was so important,” Rockell emphasised, noting that even small changes in product sourcing could have significant impacts without altering the product itself. Giles Fisher from Waitrose’s commercial team shared exciting numbers, highlighting the commercial success of the partnership. “The 72% dark chocolate bar is the third best seller in our range across the whole of Waitrose in chocolate,” he announced, noting a 16% increase in customer purchases compared to the previous year. He encouraged others to join


the mission, stating, “If you’re thinking of doing it, go for it.”


Addressing the challenges faced, Fisher mentioned: “It was really hard work, but everyone, literally everyone up to James Bailey, who runs Waitrose, has been totally behind this.” The discussion acknowledged the complexity of contract negotiations and the need for long-term commitment, but also highlighted the support and dedication across the organisation. The Tony’s Chocolonely’s Open Chain


event provided a platform for collaborative efforts aimed at driving positive change within the cocoa industry. Witnessing the commitment of stakeholders from various sectors underscored the potential for meaningful impact and sustainable transformation. Moving forward, continued collaboration and concerted action will be essential in addressing systemic challenges and fostering a more equitable and sustainable cocoa supply chain.


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