Albert Heijn & Tony’s Open Chain – A Journey towards impact
This season, Albert Heijn committed to sourcing cocoa via Tony’s Open Chain for all of their private label products: a massive milestone! In 2019, Albert Heijn became the very first partner to join our mission to end exploitation in cocoa, committing to use Tony’s Open Chain cocoa in all Delicata chocolate products. And now, they’re expanding their impact even more. Within the next 3 years, all cocoa in Albert Heijn’s private label products – from chocolate bars to chocolate sprinkles and beyond – will be sourced through Tony’s Open Chain, which will significantly increase the amount of beans they buy from partner cooperatives. We asked Jeroen Hirdes, the Director of Sourcing Houdbaar Indulgence at Albert Heijn, to tell us more about the ambitions behind their decision. 1. Albert Heijn was the very first Mission Ally to join Tony’s Open Chain back in 2019. What were the reasons to take the leap and start the partnership, and how do you look back at the journey so far? Cocoa has always been one of the critical commodities Albert Heijn focusses on when it comes to sustainability. Although we had achieved full certification by 2016, we realised that certification alone wasn’t driving enough real change. We wanted to make a tangible difference for this critical commodity. Tony’s Open Chain was the programme that best matched our vision at that moment. Looking back, the journey has definitely met our expectations. The impact reports speak for themselves, and it’s been an incredibly educational process. Together with Tony’s Open Chain, we’ve managed to professionalise the approach, increase impact, and encourage more Mission Allies to join. 2. What motivated your decision to expand your sourcing volume to cover all of your private label products containing cocoa? That decision dates back to 2018 when we first committed to Tony’s Open Chain. We began with our private label Delicata because it was a clearly defined project. Once that proved successful, we felt confident expanding our commitment to include all cocoa used in our private label products. Based on the positive results and learnings from that first step, we knew we could go further. Together with Tony’s Open Chain, we worked on how to scale up while ensuring farmers continued to receive what they need for a better life. We also needed to ensure the model was financially viable. The introduction of the bean-to-machine operating model made it possible to structure costs in a way that allowed us to commit all cocoa in our private label products to Tony’s Open Chain.
Q3. How has working with Tony’s Open Chain influenced your broader sustainability or sourcing strategy? It was already part of our strategy to take steps like this, and working with Tony’s Open Chain helped us realize that strategy. At Albert Heijn, we set clear goals to make life better for everyone and create impact where it matters most. Cocoa was one of the key commodities we identified, and Tony’s Open Chain provided the solution that fit best. One of the most powerful insights came during our visit to the cooperatives. We saw firsthand that Tony’s Open Chain empowers people. Farmers weren’t just following instructions, but they were taking ownership and making decisions themselves, driven by intrinsic motivation. They were actively shaping their cooperatives and lifting them to a higher level. Compared to other programmes we’ve seen, that sense of empowerment was the biggest difference. 4. What have been the most valuable lessons or unexpected insights from your journey with Tony’s Open Chain? 5. If the Albert Heijn – Tony’s Open Chain partnership had a soundtrack, what would it be and why? I’d choose “Just Say Yes” by Snow Patrol. Why? Because it starts with saying “yes” to a good initiative. Of course, you need preparation and planning, but sometimes you just have to take the leap. This partnership began with that “yes” and from there, we’ve worked together to develop and elevate it to the next level.
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Ending exploitation in cocoa together
Living income
Climate, environment & productivity
Human rights
Governance & finances
Interesting appendices
Scaling for change
Introduction
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