Join us at the UN Food Systems Pre-Summit!

Become part of a global coalition that aims to make healthy and sustainable food profitable and affordable. How? By redefining the value of food through True Cost Accounting and redesigning the economics of food through true pricing, market players and governments can increase the true value food markets create for society!

Tune in on Tuesday July 27th at 1.30 – 2.20 PM CET for the Pre-Summit of the UN Food System Summit – Action Track 1. The session invites you to learn about the science and practical examples and to join us in shaping this coalition!

The Pre-Summit will set the stage for the UN Food Systems Summit, the global event in September, by bringing together diverse actors from around the world to leverage the power of food systems to deliver progress on all 17 Sustainable Development Goals (SDGs).

Please sign up for the Pre-Summit here.

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!