Join us as we speak with Sadira Furlow, Chief Marketing Officer of Tony's Chocolonely, an impact company dedicated to ending exploitation in the cocoa industry. Tony's isn’t just about delicious chocolate—they’re committed to ethical sourcing and driving systemic change. Sadira shares how they build a global challenger brand without losing their mission, embrace bold risks, and use storytelling to convey their values. She highlights the importance of being mission-driven in every aspect of the business and the role of strong partnerships and a fearless culture. If you’re passionate about purpose-driven marketing or want to create a brand that challenges industry norms, this episode is for you!
In this episode, we’re thrilled to sit down with Sadira Furlow, the Chief Marketing Officer of Tony's Chocolonely, an impact company on a mission to end exploitation in the cocoa industry. Tony's Chocolonely isn't just about making delicious chocolate—they're committed to making systemic change in the chocolate industry by producing ethically sourced chocolate and encouraging others to join their mission.
In our conversation, Sadira dives deep into the reality of building a challenger brand that's scaling globally while staying true to its core mission. She shares insights on how Tony's embraces boldness and risk-taking to drive meaningful change, the importance of storytelling in conveying their mission, and how they navigate the challenges of growth without compromising their values. One of the key takeaways from this episode is Sadira's perspective on being unapologetically mission-driven and how that translates into every aspect of their business—from product design to marketing strategies.
Another recurring theme is the significance of partnership and clarity when pushing boundaries, and how Tony's fosters a culture that isn't afraid to "call the lawyers" to make a statement. If you're interested in purpose-driven marketing or want to learn how to build a brand that genuinely challenges industry norms, then this episode is for you!
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Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Sadira Furlow of Tony’s Chocolonely in this episode.
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Find Sadira on LinkedIn.
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