The True Price of Jeans

What is the true price of a pair of jeans?

On average the true price is 33 euros above the retail price.

Using the true price method, Impact Institute and ABN AMRO‘s report the The Hidden Costs of Jeans is being featured by Dutch national news outlets including, de Telegraaf, RTLZ and on radio 3.

How can this gap be closed? The cotton must be produced more efficiently and forced labor must be stopped. At the same time, workers need to earn living wages. Finally, circularity should be improved by reusing the denim from jeans more often.

Interested in learning more? Join us on 4 June for The True Price of Food Event we are hosting in collaboration with Pakhuis de Zwijger and Circl. This event is the first of three that will explore how true pricing can be applied to various sectors. In September, the second event will explore The True Price of Fashion.

At True Price, we want to raise consumers’ awareness of the background of products of good. Typically, the retail price does not consider the external effect the production of goods has on society and environment. For that reason, True Price wants to make things transparent to calculate the real cost – or the true price– of products.

4 juni 2019: De echte prijs van voedsel

De echte prijs van voedsel

Wie betaalt en wat betekent dit voor de voedselindustrie en de consument?

Is een kilo bananen voor 99 cent te goedkoop, of een brood van 3 euro te duur? Bij de productie en consumptie van voedsel zijn er veel verborgen kosten, zoals onderbetaling van personeel, energie- en waterverbruik, slechte arbeidsomstandigheden of klimaatverandering door broeikasgassen uit kunstmest. Steeds meer bedrijven, consumenten, maatschappelijke organisaties en overheden willen dat de vervuiler betaalt. Zo vragen meer dan 100 CEO’s voor een (hogere) prijs op CO2-uitstoot. Tegelijkertijd is de heersende opinie dat we de rekening niet neer kunnen leggen bij mensen met een laag inkomen of boeren aan het begin van de keten. Een reis door het productieproces zorgt voor inzicht in de keten en negatieve gevolgen die vervolgens worden omgezet in financiële cijfers, de true price.

Moet de echte prijs transparant gemaakt worden zodat bedrijf en consument zelf duurzamere keuzes kunnen maken, of moet de echte prijs gelijk worden afgerekend? Met experts gaan we in gesprek over dit belangrijke vraagstuk, de impact op de voedselketen en oplossingen!


dinsdag 4 juni, 16.00
CIRCL, Amsterdam

In samenwerking met


Michel Scholte
Directeur en co-founder True Price & Impact Institute
Willy Baltussen
Onderzoeker Dienst Landbouwkundig Onderzoek, Wageningen University & Research
Jos Huijbregts
Directeur bij Bakker van Vessem


Maarten Rijninks
Directeur FairBites en Fairconnect en mede-eigenaar van biologische supermarkt De Aanzet

New milestone in moving towards True Price open standards!

Imagine a world where every product is priced for its true price, a price which considers social and environmental costs too, such as underpayment of workers and air pollution. Last month, this world became one step closer as True Price took an important step in its mission to enable everyone to know the true price of a product. Together with our friends at Wageningen University and Bionext we kicked-off a program on True and Fair Pricing to make true pricing methodology available to everyone as an open standard.

So what does this actually mean? This means that soon for example bakeries, banks, farmers can use these open source standards to have better insights on the true price of their products, reduce their environmental impact and improve the conditions of their employees. And it help can you choose environmentally and socially sound products by seeing their true price.

In the coming years we will work closely with many organizations such as ABN AMRO, Rabobank and the EKO foundation to determine the true price of products, amongst others of potatoes and tomatoes.

Michel Scholte, Executive Director at True Price: “We’re extremely happy to be chosen by the Dutch government Top Sector to further develop and share our standards on true pricing. Only by working together and sharing our insights we can move quickly to a world where we enable everyone to know the true price of food!”

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* This project is financially supported by the Dutch Topsector Agri & Food. Within the Topsector, private industry, knowledge institutes and the government are working together on innovations for safe and healthy food for 9 billion people in a resilient world.

Sustainability of food

How does sustainability influence our food?

This was the subject of Sustainable Food Event 2018 in Gouda.

On National Sustainability Day Adrian de Groot Ruiz, Co-founder and Director of True Price, introduced the concept of true pricing at the Sustainable Food Event Gouda. This event was inspirational and informative evening that our responsibility to choose sustainable food.

True Price contributed to the evening by sharing concrete examples of how food prices do not reflect the cost our food has on society and the environment.

True Price wants to raise consumers’ awareness of the background of products and goods. Typically, the retail price does not consider the external effect the production of goods has on society and environment. For that reason, True Price wants to make things transparent to calculate the real cost – or the true price– of products.

You can learn more about the true price of products and follow our journey by connecting with us on LinkedIn and Facebook.

Read about the Sustainable Food Event Gouda and the Fairtrade Gemeente Gouda year-round initiatives here (in Dutch).

The First Ever True Price of Bread

The True Price of bread

Bread is a basic element of diets across the world. Like many other agricultural products, production of grains leads to extraction of water, soil pollution, and the emission of Co2, all of which involve societal costs.

Together with Bakker van Vessem, True Price has now calculated the first true price of bread. Bakker van Vessem is a well-established bakery brand, running now for 111 years, with a consistent focus on creating unique and healthy baked goods. True Price compared their Harlemmer Meer Brood with a constructed average bread sold in Dutch supermarkets, with imported ingredients and conventional agricultural methods.

As shown in the image below, we found that the Haarlemmer Meer Brood from Bakker van Vessem had a true price of 17 eurocents, compared to 32 eurocents of conventional bread. The difference is explained by two main drivers: transport and chemical fertilizer use. Haarlemmer Meer Brood is produced and transported locally within the region thereby avoiding the higher impact of imported bread from other areas. Further, Bakker van Vessem use less manure fertilizer per hectare to keep the external cost low.


Bakker van Vessem should be congratulated on their efforts to ensure that their bread reflects the true price of its production. While this is a huge improvement on the sector average, there is still work to be done. There are three key directions for improvement: increasing the use of organic fertilizer, compensation of Co2 emissions through certified remediation efforts such as tree planting, as well as the use of biogas in order to drive down societal energy costs.

The delicious line of bread by Bakker van Vessem is now available in 16 stores, and is the first bread that can be bought for the True Price. Find out if there is a bakery near you (website is in Dutch).