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!

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.

The True Price of Dutch Apples

What is the True Price of the average Dutch apple and how does this compare to an apple from a cooperation that focuses on local sourcing, biodiversity, improved soil and water quality and fair work conditions for the growers? Fruitmotor, a cooperation from the Dutch Betuwe region joined forces with True Price to find an answer to this question.

Overall Fruitmotor has a lower negative impact than the average Dutch apple. In both cases the negative environmental impacts are predominant. The analysis shows that the contribution to climate change and land use are the main drivers and focusing on these will help to effectively improve the environmental impact of apples.

In terms of social impact, providing fair wages and a safe work environment in the case of Fruitmotor helps minimise the negative social impacts which can be observed in the sector. Nevertheless, all growers could improve their impact by providing equal pay for workers from all genders.

Are you interested in gaining insights into all the details about the impacts and true costs of Dutch apples? Read our full report in Dutch here. 

The First True Price Store is Open

The world’s first True Price Store has opened!! We are open every Saturday in the shopping district of Amsterdam.

Let’s pay and offer our products free from poverty, exploitation, pollution, destruction, and climate change. Free ourselves from the banal duality that we indulge ourselves with beautiful stuff while also harming people and planet.

Finally, it’s possible to start paying the True Price. We are beginning with coffee and chocolate to remediate for underearning and climate change. We will add more products and remediation options for our shopping crates soon. And extend the opening days. It’s not perfect yet… But it’s the proof of concept that may inspire other stores, restaurants, supermarkets to follow. True Pricing can work globally if it works locally.

For a decade now, we have been developing and applying the method for true pricing worldwide – seeing and improving the social and environmental costs of a product. Current crises ask for scaled solutions for mass consumption. Let’s make our billions of purchase decisions every day, work sustainability.

Join the Blue Crate Movement.

Visit us at the True Price Store

Location: Haarlemmerplein 2, Amsterdam.

Opening hours: Every Saturday, 11:00-17:00.