True pricing in your coffee bar (2023) is a practical proposition developed by True Price to help coffee bars make the social and environmental impact of their products transparent to customers. Built on True Price’s established methodology and consumer research, the project shows how displaying true prices – and optionally enabling voluntary contributions – can inform customer choices, strengthen a brand, and support more sustainable coffee production.

Key highlights from the project:

• Applies true pricing to everyday coffee bar products, starting with coffee, cow milk, and oat milk, focusing on impacts at farm and raw material level.
• Simply displaying true prices can already influence customer awareness and choices, even without asking for additional payments.
• End-to-end approach: true price calculations, staff training, and clear in-bar communication for guests.
• There s growing consumer support for true pricing in the Netherlands, backed by experiments and behavioural research.