Join the True Price Festival 2021 on Black Friday!

Every year, consumption around Black Friday grows. The buying frenzy completely ignores the climate crisis and the human rights violations that come along with the production of many consumer goods. Following the success of last year, this year True Price organizes the second edition of the True Price Festival, to challenge Black Friday.

On November 26 from 3:00 PM to 4:00 PM you can follow the festival via a live stream, including keynotes in the line-up, an exciting True Price quiz and the opening of the brand new True Price café. True Price and the first supermarket with true prices, De Aanzet, will also show you what happens after consumer have paid the true price.

The True Price Festival is the perfect time to learn more about how we can consume differently.

You can now register for the Festival via the link below!

Made possible by our partners Yespers, Impact Institute and De Aanzet.


We are now part of the joint UN Initiative on the True Value of Food

True Price and Impact Institute have worked with the Scientific Group of the UNFSS & Action Track 1, the Global Alliance for Improved Nutrition (GAIN), the Food and Agriculture Organization (FAO), the Global Alliance for the Future of Food (GAFF) Rabobank, the World Benchmark Initiative and World Business Council for Sustainable Development (WBCSD) to realize a joint initiative on the true value of food, including true pricing.

The Initiative on the True Value of Food represents a community of experienced experts who stand ready to support country efforts to consider, trial, implement and evaluate true cost, value, and price of food actions and policy change.

The global food system has many hidden costs, including high rates of diet-related chronic disease, the impacts of climate change, and unfair wages that are not included in prices and profits that are ignored by markets. The global food system also has many hidden benefits that are also not fully reflected in food prices: healthy food is a basic need with many economic and social benefits, and well-functioning food systems allow farmers and workers to earn a decent livelihood.

By creating transparency about the costs and benefits and applying appropriate incentives and disincentives across food systems, we can ensure more sustainable, healthful, and fairer food systems in the future and create real value for economic growth, society and businesses.

The UNFSS Scientific Group’s paper on the topic provides the estimation of these costs at the global level: the costs are estimated to be US$19.8 trillion per year, these costs include $7 trillion of environmental costs and $12 trillion of health costs (of which $11 trillion of loss of human life and $1 trillion of economic costs of illness). Preparations for the United Nations Food Systems Summit (UNFSS) that took place on September 23rd, 2021 has highlighted the urgency for action on these hidden costs and benefits.

Actions of the Initiative will include developing a new economic basis for decision making – one that accounts for the True Value of Food. This new basis will guide the decisions made by – consumers, businesses, financial institutions, investors, and policy-makers towards more positive outcomes for people, the planet and prosperity.

This new basis includes three elements:

  • True Cost Accounting (TCA) to systematically quantify and value impacts and dependencies across the full agri-food value chain to enable decision-making and policies based on true value.
  • True Value business strategies to develop and implement successful business models that create true value for society.
  • True pricing policies to internalize the externalities to make healthy and sustainable food more affordable and align market incentives with true value through market-based pathways, regulatory and income policies.

Integrating these elements into national food systems plans and creating a supportive policy environment for the implementation of strategies and actions to protect our people, planet, and prosperity will require coordinated action by all food systems stakeholders. The True Value of Food Initiative stands ready to support governments, businesses, and civil society in considering these approaches, sharing experiences, and implementing changes for fairer, more sustainable, and healthy food systems.

For more information, please read the Q&A on True Value of Food Initiative. Should you have any questions, please reach out to

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.