True Price Hosts Solidaridad’s ‘Cheapest Store of the Netherlands’

Did you buy anything on Black Friday? A day known for having huge discounts on the stuff we buy. It’s a good time of the year to ask yourself: who pays the true price of cheap stuff?

For one day only, our partner Solidaridad turned our brand-new True Price Store into the ‘Cheapest Store of the Netherlands’ (De Goedkoopste Winkel van Nederland).

This pop-up awareness initiative drew attention to the price distribution of products we buy. The promotion offered consumers bananas, chocolate and coffee for the price that producers and farmers receive, which is a fraction of the price consumers pay at the supermarket.

The reality is that most farmers don’t make a living wage. For example, on average cocoa farmers only receive 7% of the price consumers pay at the supermarket goes to these farmers while the store receives 44% of the profit. This pop-up initiative aimed to share the unequal price distribution and what low prices mean for society and the environment.

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Learn more by reading about this pop-up imitative: