Pleese joins Tony's Open Chain

Pleese joins Tony's Open Chain
June 27, 2023

Leading cheesecake brand Pleese (previously known as Pleesecakes) has partnered with Tony’s Open Chain - the open source platform of Tony’s Chocolonely, providing companies access to the necessary knowledge and tools to eliminate illegal labour and exploitation in the cocoa supply chain. New Pleese products are in development and cocoa sourcing for these products will be done according to Tony’s Open Chain 5 Sourcing Principles.  

Founded in 2017 by painter-decorator turned cheesecake connoisseur, Joe Moruzzi, Pleese is the UK’s leading custom, no-bake cheesecake company which initially started through Instagram. A year later, the brand appeared on the popular BBC Two show, Dragon’s Den, and whilst Joe turned down a Dragon’s offer, the exposure accelerated its growth significantly. Joe then went on to release his first recipe book in March 2018, Pleesecakes: 60 AWESOME No-Bake Cheesecake Recipes. The inventive cheesecake start-up recently exceeded its crowdfunding target of £300k in August 2022 and has secured its first foray into UK retail with Freezecakes (the world’s first frozen cheesecake) obtaining two major UK supermarket listings in Co-op and Waitrose. Increases in distribution and new product development are in the pipeline across the Pleese portfolio. 

More Mission Allies means accelerated change within the industry and by joining Tony’s Open Chain, Pleese has committed to Tony’s Five Sourcing Principles including traceability; paying the living income reference price for cocoa; building long-term relationships with partner cooperatives; developing strong farmers; and increasing productivity and quality. Tony's Open Chain is a results-driven, future-proof initiative focused on cocoa and produces measurable impact via a proven model, creating more impact for cocoa farmers in West Africa. 

Joe Moruzzi, Founder of Pleese, comments: “Tony’s Open Chain is an initiative I feel very passionate about and even though we are a small business, the more of us who join, the sooner we will make all chocolate 100% slave-free. We’re currently in development stages to expand our product line and by becoming the first Mission Ally in the UK, we are committed to increasing system change across the industry.”