Can a purpose-driven brand scale without compromising its mission? In this OFFBounds Summer Rewind, Paula Macaggi revisits her conversation with Dusan Vujovic, President of North America at Tony’s Chocolonely, to explore how the company entered one of the world’s most competitive consumer categories and built a loyal following around its mission to make chocolate 100% exploitation-free.
Dusan shares how Tony’s expanded into major retailers including Walmart, Target, Costco, Whole Foods, and Kroger while using bold branding, supply chain transparency, and purpose as engines for growth. Now the subject of a Columbia Business School case study published through Harvard Business Publishing, Tony’s story offers a powerful lesson in brand building and proves that doing the right thing can also be good business.
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