Transparency in the food system

And does transparency lead to different behaviour? The Hague University of Applied Sciences conducted research into public involvement regarding food system transparency on behalf of the LVVN.

The first study into True Pricing in 2024 was primarily exploratory. “It mapped out the work done, how we view True Pricing, how open we are to it, and what knowledge gaps exist”, explains researcher Hongli Joosten-Ma. “This showed that awareness among the public is low. There is a lack of willingness to pay a higher price for organic food. The public feel that food should be produced sustainably at a fair price”.

Reliable source of information

It was precisely those conclusions that prompted further research. One of the most important recommendations was, in fact, to involve the public in a much more targeted and strategic manner. “And not simply like that”, Hongli emphasises, “but under the direction of the government, which is seen as a relatively reliable source of information when it comes to food prices and sustainability”.

Impact of food choices

The LVVN asked the Data Driven Marketing research group at The Hague University of Applied Sciences to conduct research into public engagement and to develop a strategy for public participation in True Pricing. “True Pricing can play an important role in the transition to a more sustainable food system”, says Hongli. It is a tool that helps the public better understand the impact of food choices. But only if it is explained and embedded well.

Research methods

Three methods were used for the research. First of all, desk research and extensive literature research. “We analysed more than 60 publications”, says Hongli. “From scientific articles to policy documents. In addition, extensive discussions were held with 15 experts from various disciplines. Not only True Pricing specialists, but also behavioural scientists and communication experts, to gain a clear picture of behaviour and perception. The third method consisted of public focus groups. We have put together five groups, each with a different attitude towards sustainability and food.

Public opinion

For some people, food choices are primarily based on price and taste, and sustainability plays hardly any role. The so-called ‘light green’ group wants to make sustainable choices but does not show this in their eating and purchasing behaviour. The ‘dark green’ group is already acting sustainably. These people buy organic products, often eat plant-based foods, and are environmentally conscious. The perfect ambassadors, yet strikingly, a sense of discomfort prevails regarding talking about environmentally conscious behaviour within their social network.

True Pricing alone is not enough

An important conclusion from the research is that True Pricing alone is not enough.
“It is about the broader context of transparency in the food system”, Hongli emphasises. When it comes to visibility, people are more likely to think of quality marks, labels, or colour codes than the actual price. The recommendation to the LVVN is therefore not to communicate True Pricing in isolation, but to make it part of their visibility strategy. A combination of quality marks, storytelling, and the actual price can be effective.

Involve the entire ecosystem

Another important recommendation is to actively involve all stakeholders in the food system. Think of retailers, farmers, schools, media, consumer organisations, producers, and investors. The government can encourage this, for example, with subsidies or tax benefits. Customisation per target group is also essential. How do environmentally conscious people act as ambassadors and share their story without it feeling uncomfortable or lecturing? “Sometimes a neighbourhood gathering with a plant-based barbecue works better than an information campaign”, Hongli adds smiling. “The prevailing idea is that plant-based food is not tasty. By tasting it, that perception often changes immediately. Recent innovations in the food industry have already shown promising results”. 

Positive force

According to Hongli, that is where the core of the research lies. “Instead of transparency being a deterrent, it must be a force for good. People are quite willing to look beyond today: to the next generation and to the world as a whole. But that is only possible if we involve them in the right way”. The researchers of the Data Driven Marketing Research Group have now completed the qualitative phase of the research. The final report has been published publicly by the Ministry of LVVN. “Hopefully it will help in taking the next step”, concludes Hongli. “From insight to genuine engagement”.

See also projectpage: From True Pricing to food system transparency