Uncover hidden costs
The hidden environmental and social costs behind your products are an integral part of true pricing. Understanding the true price gives you the insights to reduce negative impact, strengthen your brand, and lead in sustainable business.
Build trust through transparency
Being transparent makes you trustworthy. By embracing true pricing, you differentiate your brand, strengthen your reputation, and attract and retain customers who want to support businesses that align with their values.
Get the support you need
Get support with data, tools, communications, and cash register advice. Easily implement true pricing into your organisation, internally and externally. We’re here to support you along the way.
What’s a ‘true price’?
What is a True Price? The market price plus all environmental and social costs.
Environmental costs
CO₂ emissions, land use, biodiversity loss, water consumption, pollution and more.
Social costs
Underpayment, unsafe working conditions, inequality, fair labor practices and more.
Who already works with True Price?
Who can discover their ‘true price’?
Producers
Break down costs on an ingredient and process level, covering areas such as carbon emissions, water usage, fair labor practices, and biodiversity loss.
Retailers
Uncover the environmental impact and social costs (like fair wages and ethical labor practices) of the production and distribution of your goods.
Food services
Understand the true price of each item on ingredient-level, covering areas such as carbon emissions, water usage, and fair labor practices.
Other sectors
Showcase your commitment to ethical practices, and position your brand as a forward-thinking, responsible business in a competitive market, such as consumer goods.
How your True Pricing Analysis works
Transparency
True Price Analysis makes the hidden costs of your products visible. By monetising environmental and social impacts, you gain full transparency and comparability into where value is created, and where it is lost.
Transformation
With transparency and improved transactions, your company can transform. True pricing guides you toward reducing negative impacts, strengthening your brand, and leading the shift to a more sustainable economy.
Transaction
Armed with these insights, you can make better business decisions. Every transaction in your supply chain becomes an opportunity to evaluate costs more fairly and align your business with sustainable standards.
Locations with ‘true prices’
*Some of these locations are temporary
Scandinavian Electronics PTY LTD
Our mission
True Price is an Amsterdam-based social enterprise on a mission to make sustainable products the norm, and ultimately affordable for everyone.
We help reveal the true price of products: the hidden social and environmental costs embedded in global value chains, such as climate change, pollution, underpayment, and poor working conditions. By making these hidden costs visible, we empower informed decisions and fairer markets.
Our work
- For businesses, we provide tools, data, and methodologies to measure, reduce, and communicate their true price gaps, strengthening sustainability strategies, compliance efforts, and brand credibility.
- For consumers, we enable people to see the true price of products and contribute voluntarily to closing the gap between market price and true price.
- For producers and supply chain actors, we help create transparency and incentives that reward sustainable production and fair value distribution.
- For governments and civil society, we support policy development, standard-setting, and system change toward more just and sustainable economies.
By aligning incentives across the value chain, from producers to retailers, from policymakers to consumers, True Price works to internalise hidden costs and ensure that sustainable choices become the obvious, accessible choices.
Together, we are building markets where products reflect their real impact on people and planet.
Who we work with
A growing number of farmers, producers, wholesalers, shops, cafés, restaurants, and supermarkets are working with true pricing across the Netherlands.
In 2020, the world’s first True Price Store opened its doors, followed by the first supermarket applying true pricing at scale. Here, consumers can see and pay the true price of products and choose to contribute to closing the true price gap.
To date, nearly 1 million True Price transactions have taken place across more than 350 stores and canteens nationwide. Over 100,000 shoppers have directly engaged with true pricing in-store, while millions more have been reached through national and international media coverage.
At the same time, true pricing is gaining international momentum. The underlying methodology is used and referenced in dozens of academic and policy publications, and applied in projects across food value chains worldwide. A growing global network of nearly 200 members in 44 countries contributes to moving true pricing from policy dialogue to practical implementation, strengthening local knowledge and capacity along the way.
Together, these initiatives are turning true pricing from a concept into everyday practice, locally and globally.
True Price Standard
The True Price Standard is a collection of open-source methods that ensure a consistent, transparent, and science-based approach to calculating and implementing true pricing.
The True Price Foundation makes these methods openly available to professionals, businesses, and institutions that want to apply true pricing in practice, across sectors and value chains.
Join our growing movement of consumers, companies, civil society organisations, and public institutions working together to measure, understand, and improve the true price of products.
True Price Impact
We believe that true pricing is a bedrock of a sustainable and inclusive economy. That’s why, we’ve developed the True Price Manifesto to outline the philosophy behind our vision.
1M+
transactions
30
countries worldwide
200+
members
10+
global partners
