True Price Festival 2025: A Step Toward Transparent and Fair Pricing 

On January 28, 2025, the True Price Festival took place at Pakhuis de Zwijger in Amsterdam. Together we celebrate and advance the true price movement.  

After the opening remarks from Claire van den Broek, Managing Director of True Price, the festival hosted a ‘Sparringsronde’, featuring industry leaders who discussed how true pricing can inspire more conscious consumer choices. Panelists included Lina Boukhoubza (Ministerie van Onderwijs, Cultuur en Wetenschap), Thekla Teunis (Grounded), Jaap Korteweg (Vegetarische Slager), Jan Willem Bolderdijk (University of Amsterdam) and Michel Scholte (True Price and Impact Institute). Together, they explored how true pricing can engage new audiences and transform consumer behavior, while the attendees voted on the most impactful approaches and offered feedback. 

Eight hands-on workshops empowered participants with practical tools to bring true pricing to life, from exploring the True Price Coffee Dashboard to uncovering the potential of insect-based food solutions, and to a session for professionals about how companies are implementing True Pricing in Food Retail and Food Service. 

The highlight of the event was the first-ever True Price Award, presented to Eosta’s Raingrown Avocados for their remarkable progress in closing the True Price gap. As noted by the jury, consisting of Ikenna Azuike, Merle Koomans v. d. Dries, and Alexander Kohnstamm, avocados are highly popular but often require significant water use, especially in regions facing water scarcity. Eosta’s Raingrown Avocados stand out as a groundbreaking product, as they are grown without any irrigation, making them a truly sustainable option in the market.

Last but not least, the festival concluded with a powerful keynote by Jan Rotmans, a leading expert on transition science. His speech, titled “The Future of the Sustainable Economy” emphasized three key points: the need to focus on people who want to move forward with change, the protagonist role of authentic leadership for creating lasting impact, and the importance of starting with our individual actions.  

The True Price Festival hosted over 200 guests, including researchers, businesses, NGOs, and individuals, the event showcased how integrating social and environmental costs into product prices can drive sustainable change. We would like to thank you again all the participants, speakers, and partners that made this event possible!