After a trip to cacao farms in Central America, Joe Whinney decided to build the first organic, fair-trade chocolate factory in the United States. Whinney hoped to help solve social and environmental issues by operating a profitable and ethical business. Theo Chocolate is finding good success in the organic foods industry, but perhaps the most exciting thing for “Theonistas” is that the company is being hailed as a voice for change. Employees say they have gained a loyal following for their efforts in the developing world, and business success has opened up new opportunities for sharing their vision of a better world. 

Discussion Questions:

1. Which strategy for responding to social responsibility best reflects Theo Chocolate?

2. How do Theo Chocolate’s business practices reflect the stakeholder model of social responsibility?

3. What would happen if fair-trade goals conflicted with a company’s primary responsibility to be profitable?