Douglas Lamont sparks outrage by leaving chocolate out of advent calendar

In a recent marketing move, Tony's Chocolonely, a chocolate company based in the Netherlands, sparked controversy by leaving out a treat in their advent calendar for a specific day. This event took place in December 2024, when consumers opened door number 10 of the calendar, only to find it empty. This led to significant backlash from disappointed customers, particularly parents who felt it was inappropriate to use a children's product to promote a political message regarding inequality in the chocolate industry. Many expressed their frustration on social media, wishing they had opted for other, more traditional chocolate calendars. The CEO of Tony's Chocolonely, Douglas Lamont, defended the decision by stating that the company aimed to raise awareness about the inequalities and child labor issues prevalent in the chocolate industry, particularly in West African countries where much of the world’s cocoa is sourced. While some appreciated the underlying message, others felt the execution of the idea took it too far, as it upset children's understanding of the advent season. In response, the company included two chocolates behind door number nine to compensate for the emptiness of door ten, although this effort did not seem to mitigate the backlash. The controversy not only resulted in negative feedback from social media users but also raised a broader discussion about the responsibility of companies in addressing social issues through their products. Critics mentioned that it could be harmful, especially to children with autism and ADHD who may not grasp the reasoning behind the absence of a treat. Lamont acknowledged these concerns, yet maintained the stance that the season presented an opportunity for 'messaging' about important societal concerns surrounding child labor in cocoa production. The chocolate industry faces increasing scrutiny regarding child labor, especially in regions like Ghana and the Ivory Coast, which supply around 70% of the world's cocoa. Lamont noted that while no cases of modern slavery have been found within their supply chain, the discovery of child labor cases indicates progress towards improving conditions. The annual fair report published by Tony's Chocolonely highlights these issues, emphasizing that raising awareness remains a crucial part of their mission. Ultimately, while trying to balance between activism and commercial appeal, the company must navigate the delicate line of promoting a cause while retaining customer satisfaction.