True Price joins the UN Food Systems Summit

What does it take to realize sustainable food systems? And how can we provide healthy food for all within the planetary and social boundaries?

Adrian de Groot Ruiz, director of True Price, is joining the UN Food Systems Summit – Action Track 1 Public Forum, to discuss how true cost accounting and true pricing can help us address these questions.

Watch the forum on the 4th of May, from 14:00 to 16:00 CEST to find out the answers and to understand what role Member States can play in the development of sustainable food systems.

Sign up now via this link

The first roses with a true price reach the market

In a collaboration between Hivos and True Price, the true price of roses in Kenya was calculated.

The results reached the market immediately: the first roses at a true price were sold at Fleurmonde (Amsterdam) on Black Friday. Curious to learn more about how much the roses you buy should really cost?

Find out now in this short explainer video.

Did you know where Katja Schuurman buys her bananas?

Did you know where the actress, social entrepreneur and founder of Return to Sender, Katja Schuurman, buys her bananas?

De Aanzet had the honor to have Katja as the first customer to pay the true prices for her groceries.
Curious to see the full shopping experience of Katja? Watch this in the video below!


Join the True Price Movement in 2021!

A growing number of farmers, producers, shops, wholesalers, cafes, restaurants and supermarkets work on true pricing. A True Price is the market price plus the social and environmental costs of a product.

2020 was the year of COVID. The global interdependence shared the true cost of a local meat market with the world, destroying some 1.3 million lives, a multitude of healthy lives and decades of economic progress.

2020 also marked the opening of the world’s first True Price Store, and the world’s first supermarket. For over a month, customers of De Aanzet have been paying the true price for tomatoes, zucchini and bread, among other products. “I take time at the checkout to explain, even if there is a queue.” explained Maarten in an interview with Trouw (in Dutch).

Michel Scholte, Director of True Price: “The opening of the first supermarket with true prices is a historic moment, which we will look back on in ten years as a breakthrough in sustainable consumption.”

Maarten Rijninks, Co-owner at Supermarket De Aanzet: “My customers want transparency, especially in terms of the true costs of the products they buy. They believe insight into the hidden costs of products will help them understand the benefits of local and organic food.”

In 2021, join our growing movement of consumers, businesses, institutions that want to see and improve the True Price of products. Visit De Aanzet, located in the heart of Amsterdam to buy your first true priced groceries. Stay tuned to our social media channels and our website for more information on how to become part of the movement.

Missed the opening of the first true price supermarket during the True Price Festival? Here is a recap!

Join the True Price Festival on Black Friday

Join the first True Price Festival, hosted online on Black Friday, the 27th of November 2020.

A growing number of farmers, producers, shops, wholesalers, cafes, restaurants and supermarkets are working on true pricing. On Black Friday (27th of November), the first Amsterdam True Price Festival will take place. The first supermarket in the world where consumers can actually pay the true price, will be opened.

Support your favourite true price product

As consumer or professional buyer you can learn more about the true price of products in stores and cafés and already pay the true price (voluntarily). Various products will be presented on their way to a true price. You will have the chance to support a product, by expressing an intention to buy it. The ‘line-up’ of the festival includes quality coffee, flowers and T-Shirts.

Secure your ticket now!

Are you as excited as we are to become part of a key moment for true pricing? Join our event by signing up here.


The festival is organized with the support of a growing number of partners and sponsors.


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