Our impact & results

2026, the year of scale and reach

Since 2020, true pricing has grown into a movement that is becoming increasingly visible in everyday life. In 2021, De Aanzet in Amsterdam opened as the first supermarket in the Netherlands where you could pay the true price. This made true pricing a reality on the shop floor. The contributions collected in this way can then be used to reduce the true price gap, for example, through remediation.

In the years that followed, more and more organisations joined the movement. Retailers and caterers, banks, and ministries researched and tested applications through pilots, canteens, and points of sale. In collaboration with, among others: Vermaat, Truesday Coffee, Het Wagenhuis, Odin, Ekoplaza, Triodos, Vitam, Albert Heijn, De Aanzet, and many more.

True pricing has seen an uptake in the global agrifood sector. However, our methodology can be and has been applied in other sectors and product categories as well, such as textiles, electronics, and diapers. In 2025, we started a coalition that aims to kickstart in the consumer goods sector, accelerating the circular transition. See our page for consumer goods for more information.

Read our manifesto

Our projects

True Price impact

By 2026, the movement is noticeable on a large scale.

1M+

transactions

350+

salespoints

100k+

exposure on shop floors, canteens, outlets and more

millions

reached through media, education, public debate

Education, policy, and application

True pricing is not just a consumer tool: governments can make better policy choices, companies receive fair incentives in their chains, and banks and investors can see what is future-proof. True pricing as a movement is growing through implementation in education, policy, and practical applications. For example, in education, it is becoming increasingly embedded in higher education programs. In secondary education, it will also become part of examinations from 2027 onwards.

Policy also plays a key role in creating a level playing field. True pricing is increasingly being used as a policy instrument for sustainable procurement and is being applied in public procurement.

Visibility and international growth

The broader international true cost accounting and True Price Movement is growing rapidly. By 2025, the global coalition consisted of 191 members in 44 countries, up from 47 members in 2023. Through policy dialogues, research, and projects, true pricing is shifting from a pilot to an instrument that can be applied more broadly.

The Global Partnership on the True Price of Food, started by the True Price Foundation and the Netherlands Food Partnership, brings together a coalition of members working to advance true pricing in food systems.

Public visibility is also increasing. True pricing is increasingly being picked up in the media. A highlight in 2024 was The New York Times‘ coverage of The Hidden Environmental Costs of Food, which further broadened the international conversation about hidden costs and better price signals.

True Price continues to build together with partners who want to apply true prices in chains, policy, and education, thereby contributing to structural change. Would you like to contribute or collaborate? Please contact us.

Locations with true prices

*Some of these locations are temporary