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.

Programme

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

Supporters

Network Partners

New Report: The Netherlands with True Prices (in Dutch)

True Price published a report the Netherlands with True Prices (Nederland met Echte Prijzen).

The report was handed over to Stientje van Veldhoven, the Dutch Secretary of State for Infrastructure and Water Management. Our Executive Director Michel Scholte presented the report to her at the Springtij Festival, a three day conference focused on sustainability, as was broadcasted and recorded below. The report is a joint publication of True Price, MVO Nederland and Springtij.

 

Unique about the report is that it provides public and private sector professionals an overview of the richt variety of applications of True Pricing. In total the report includes almost fifty applications on True Pricing. The illustrations show that True Pricing is an instrument to support fairer prices and payments, but can be used for many more applications.

For governments, this includes applications in public procurement, cost-benefit analysis and smart taxation. For businesses it includes sustainability strategy, marketing and decision-making. For financial institutions it includes improved risk assessments and impact measurement. Lastly, for civil society organisations it includes lobby and advocacy and consumer activism.

The report aims to inspire political parties in the run up to the Dutch Parliamentary elections in March 2021.

The report is in Dutch and can be downloaded here.

The True Price of Dutch Apples

What is the True Price of the average Dutch apple and how does this compare to an apple from a cooperation that focuses on local sourcing, biodiversity, improved soil and water quality and fair work conditions for the growers? Fruitmotor, a cooperation from the Dutch Betuwe region joined forces with True Price to find an answer to this question.

Overall Fruitmotor has a lower negative impact than the average Dutch apple. In both cases the negative environmental impacts are predominant. The analysis shows that the contribution to climate change and land use are the main drivers and focusing on these will help to effectively improve the environmental impact of apples.

In terms of social impact, providing fair wages and a safe work environment in the case of Fruitmotor helps minimise the negative social impacts which can be observed in the sector. Nevertheless, all growers could improve their impact by providing equal pay for workers from all genders.

Are you interested in gaining insights into all the details about the impacts and true costs of Dutch apples? Read our full report in Dutch here. 

Our Store Temporarily Closed due to COVID-19

The True Price Store is temporarily closed, due to COVID-19 measures.

After our launch in February, we welcomed a growing number of visitors.

We provided quality coffee, chocolate and bread to hundreds of enthousiastic customers on Saturdays.

To prevent further spreading the virus, we closed doors temporarily.

At this moment, we closely monitor developments and follow regulations of the appropriate authorities.
We expect to open doors again at the beginning of the summer.

We will keep you posted!