THIJS drinks reveal the true price of their products!

Thijs Drinks News Cover Page

You can now add another product with a true price to your shopping list!

True Price is proud to announce that we have worked together with Thijs drinks to calculate the true price of a variety of their products.

You can soon enjoy a Thijs drink at the first café selling products at a true price – Het Wagenhuis Breukelen. Stay tuned to find out more!


True Price is proud to announce that we have worked together with Thijs drinks to calculate the true price of a variety of their products.

The true pricing of food at Pakhuis de Zwijger

Pakhuis de Zwijger Michel Scholte

 

What is the true price of the food you buy?

The good deals you can score for your groceries do not always reflect the reality: contribution to climate change, soil depletion and farmers’ underearning are only some of the hidden costs not reflected in the price. So what should your food actually cost? And could we consume more sustainably if these costs were made transparent to us?

Michel Scholte, director and co-founder of True Price, was among the speakers who gave an answer to these questions during an event about The true pricing of food, organized by the Pakhuis de Zwijger.

Watch the full recording of the event hier.


Pakhuis de zwijger image Michel Scholte

True Price brought the truth about food prices to Italy!

True Value of Food Initiative was at the PSM Annual General Networking Reception at the UN Committee on World Food Security (CFS) in Rome

 

We showed the true price and true value of food in Rome!

Tuesday night the True Value of Food Initiative was at the PSM Annual General Networking Reception at the UN Committee on World Food Security (CFS) in Rome.

We showed the true price and true value of coffee and several vegetables, fruits, and bread together with Rabobank. We received many questions from UN representatives and ambassadors and private sector actors who showed true interest in true pricing and the true value of food.

Let’s change the food system together.


True Value of Food: An inspiring dinner at World Economic Forum

This week we had the opportunity to discuss food prices at the World Economic Forum (WEF) in Davos.

 

The World Economic Forum meets True Price!

Last month, we had the opportunity to discuss food prices at the World Economic Forum (WEF) in Davos, Switzerland.

More than three billion people cannot afford a healthy diet due to the high food prices. At the same time, the hidden costs of food are more than double the current costs. If we want food security for the current and future generations, we have to address a key problem: the current prices do not take into account the true value of our food.

Such a solution can be true pricing. The true price of a product includes the environmental and social costs and the right to access to food and health. With this approach we can make healthy and sustainable food more affordable, and unsustainable and unhealthy food more expensive. In this way we can ensure that healthy and sustainable food becomes profitable for companies and affordable for people.

During the WEF, ministers and corporate executives learned about true pricing movement and experienced it beyond the state of a vision for the bright future.


True Price featured in The New Yorker

 

How much do things really cost?

On April 2nd True Price was featured in The New Yorker.

This extensive article talks about our story, beginning around 15 years ago when Michel Scholte and Adrian De Groot Ruiz met at a student debating society, and brings us till this day and our work with De Aanzet, Tony Chocolonely, and more.

”Simply talking about true prices can be useful. Products do not have a “true” price in the way that an element has an atomic mass. Yet the questions that true prices raise are not hopelessly subjective. Most people agree that we should outlaw the production of goods made by slaves and young children working in dangerous conditions. The research done at True Price and elsewhere simply proposes that we apply the same thinking to a broader set of issues: a living wage for adults, freedom from harassment, physically safe working conditions, environmentally sustainable production techniques, and so on. This is the most basic sense in which true prices are “true”—they capture the deep moral intuition that human rights and the natural world should not be violated for the production of cheap goods. With time, better studies will refine our understanding of the costs of restoring freshwater ecosystems poisoned by fertilizer runoff, or of providing school for agricultural families in rural Ghana. What we already know, however, is that excluding such costs from the prices of goods presents consumers, governments, and businesses with false information about the world. And this is a form of lying—about nature, economics, and one another.”


Read the article hier.

Illustration by Nicholas Konrad / The New Yorker