Marketing that changes a multi-billion dollar industry for the better | Perspectives with Sabrina Spong
Perspectives with Sabrina Spong | Head of Global Communications at Tony’s Chocolonely
Today, we talk to Sabrina Spong, an experienced marketing and communications professional who works for Tony’s Chocolonely. Sabrina, born in Suriname and raised in the Netherlands, is a creative at heart, who worked to defy the strict rubric set by coming from a ‘typical migrant family’. Whilst her parents encouraged pursuing medicine or law, she was really focused on the arts. But she credits her parents for supporting her and instilling a work ethic that has enabled her to strive for the best and leverage her creative talents for causes she cared about:
“It made me really want to be the best in what I did and I kind of always felt like I wanted to improve the world. It sounds really big, but I want to make the world a better place.”
And this is what Sabrina has been doing for much of her career. Early on she realised that “Life's too short to do something that you're not super passionate about” and so began working for companies that were developing more sustainably in line with her values. Now, she is Movement Lead and Head of Global Communications at Tony’s Chocolonely, managing all communications strategies to tell the story of Tony’s to an international audience.
We talk about the story and mission of Tony’s, getting an insider's perspective on the inner workings of a mission-driven company guided by purpose-driven individuals. The problems Tony’s are tackling may seem far away, but we have a responsibility to confront them.
“The West needs to consider basic human rights or children’s rights over profit.”
Sabrina is proud that Tony’s mission is not simply to empower the African communities that produce over 60% of the world’s cocoa beans, but to establish equal business relationships and turn an exploitative cocoa industry completely on its head. She works to open eyes to the sobering truth of the industry:
“1.5 million children working illegally to make something that’s a commodity. It’s so unfair. And then there’s also on top of that 30,000 cases of modern slavery.”
We delve into the fun and delicious spin Tony’s puts on addressing this problem, pushing companies to take responsibility for the issues in their supply chains without preaching to the consumer.
Sabrina’s story is about breaking out of narratives set by yourself, your family, and your environment. It is about changing the narrative of a multi-billion dollar industry for the better. Listen to the full podcast to hear more about her drive to leave the world a better place, and the work that has allowed her to stay true to her authentic self.
Tune in to the full conversation!