• Benoit Leleux
  • Jan van der Kaaij


In one of the first case studies of this book, we introduced the purpose-driven business of Tony’s Chocolonely, an original, small-scale Dutch effort to combat the forced labor, deforestation and poverty often clouding the cocoa supply chain. In subsequent chapters, we developed the argument that a clear sense of direction, a narrow list of relevant materialities and a strong focus on execution (an approach referred to in this book as vectoring) were key success factors in developing an effective, impactful sustainability strategy. We conclude the journey of Winning Sustainability Strategies: Finding Purpose, Driving Innovation and Executing Change with another powerful example from the cocoa industry, one that provides a perfect ending to the virtuous circle started in the first chapter. Barry Callebaut and its “Forever Chocolate” program provides an inspirational narrative of a multinational company pursuing a vectoring approach to its sustainability efforts and qualifying as a game changer for the complete sector (refer to Fig. 14.1).


  1. 1.
    IDH Sustainable Trade Initiative (2017) Collective Statement of Intent: The Cocoa and Forests Initiative. Retrieved from
  2. 2.
    Maex, F. (2018, May 25), interview with Jan van der KaaijGoogle Scholar
  3. 3.
    Barry Callebaut (2018) Sustainability Section Annual Report 2016/17. Retrieved from
  4. 4.
    ING Bank (2018) Tasting good—and doing good. Accessed 9 May 2018.
  5. 5.
    World Meteorological Organization (2018) WMO Statement on the State of the Global Climate in 2017. Retrieved from

Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Benoit Leleux
    • 1
  • Jan van der Kaaij
    • 2
  1. 1.International Institute for Management DevelopmentLausanneSwitzerland
  2. 2.Finch & BeakBredaThe Netherlands

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