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.

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!

The True Cost of Cocoa – Tony’s Chocolonely Progress Report

True Price and Tony’s Chocolonely have a multi-year collaboration. Tony’s Chocolonely is a Dutch chocolate brand, known for its mission to make the global chocolate chain 100% slave-free. Since 2012, Tony’s Chocolonely has been buying cocoa beans directly from farmer cooperatives in Ivory Coast and Ghana. Furthermore, Tony’s Chocolonely wanted to understand the impacts of their cacao value chain compared to the sector. Therefore in 2013, True Price carried out an analysis for Tony’s Chocolonely in which the social and environmental costs of a conventional chocolate bar and a Tony’s Chocolonely chocolate bar were calculated.

In 2013, Tony’s performed 44% better than the sector cocoa. Now we have published an extensive report that tracks the performance of Tony’s Chocolonely. While the current true cocoa cost for both Tony’s Chocolonely and the sector benchmark show improvement since 2013, there is still work to be done to have lower true costs and more sustainable cocoa.

Tony’s Chocolonely cocoa is more sustainable than the average cocoa

True Price found that the true cost of cocoa for Tony’s Chocolonely farms in 2017 is €4.52 per kilogram. This is 54% lower than the true cost of the (weighted) average cocoa in Côte d’Ivoire and Ghana (true cost of €9.91) and is an 43% improvement compared to the Tony’s Chocolonely farms in 2013 (true cost of €7.93).

By quantifying the social costs in the cocoa value chain, such as underearning and child labor, Tony’s Chocolonely were able to adapt their price setting strategies to ensure that farmers make a living income. Tony’s Chocolonely performs better on the impacts underearning of smallholder farmers (that receive a Tony’s Chocolonely premium), child labor and forced labor (that Tony’s Chocolonely actively seeks to prevent). In addition, Tony’s Chocolonely’s farms have higher yields, which also helps to reduce the true costs per kilogram cocoa.

Tony’s Chocolonely has improved since 2013, but there are still external costs

While the results of this study show that real progress has been made over the years, external costs still remain. True Price’s work with Tony’s Chocolonely provides valuable insights into the opportunities for progress and improvement for the chocolate sector.

For further information check out our Tony’s case page or the full report.

The Banana Debate.

Love bananas? Bananas are the world’s most traded fruit, with an export value of $ 10 billion a year. 10 billion! They are an essential source of income for many thousands of families. But how much do these families actually earn? What is the real price of a banana? And how can you calculate this? True Price has researched the true price of bananas on behalf of Fairtrade International. Results are presented at the Rode Hoed bar in Amsterdam, 19:30 Tuesday 30th May.