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!