Douglas Lamont, Chief Chocolonely at Tony's Chocolonely and ex-CEO of Innocent Smoothie, shares his expertise on scaling challenger brands. He discusses the balance between upholding a mission and driving growth while detailing Tony's commitment to ethical practices, like eradicating child labor and ensuring fair wages in cocoa sourcing. Douglas emphasizes the importance of transparency and storytelling in building consumer trust, alongside navigating the complexities of international expansion and maintaining brand integrity.