In the ‘Consumentengids’ of July 2014 you can read the article ‘cheap food has a price’ (‘Goedkoop eten heeft een prijs’, in Dutch). Through this interesting article, True Price has reached 400.000 Dutch readers. Adrian de Groot Ruiz explains that True Price aims to make the hidden effects visible which are not incorporated in the price of a product. By making costs measurable (i.e. the costs of the environment or poor working conditions), True Price wants to stimulate companies to address the hidden effects by, for example, working in a more environmentally friendly way or paying a fair wage.