From True Pricing to food system transparency

True Pricing – making the true costs of food visible – can make the public more aware and promote fairer, more sustainable consumption. But how do we effectively involve the public in this?

Centre of Expertise Digital Operations & Finance

true pricing

The Dutch Ministry of Agriculture, Fisheries, Food Security and Nature (LVVN, Landbouw, Visserij, Voedselzekerheid en Natuur) wants more transparency regarding the true costs of food production, because the current prices do not reflect the impact on the environment and society. True Pricing – determining the true price – can make the public more aware and promote fairer, more sustainable consumption. Broad societal acceptance is essential in this regard, but is restricted by limited knowledge, concerns about affordability, and a lack of trust. This project studied public involvement to lay the foundation for future strategy development.

Research methods

The research consists of three methods:

  1. Literature and desk research of more than 60 academic publications, case studies, research reports, and policy documents. 
  2. Qualitative in-depth interviews on True Pricing with 15 experts.
  3. Five public focus groups with different attitudes towards sustainable food.

Results

The research results have led to six preliminary conclusions.

  1. The main drivers for food choices are primarily taste, health, and affordability. 
  2. There is a strong societal need for food system transparency in the form of labels and quality marks.
  3. Honesty about pricing makes the food system more transparent. 
  4. Public involvement is greatest among people who want to make more sustainable food choices. People who are already eating sustainably can establish that as a social norm.
  5. People expect the government to lead the public engagement programme and direct all key actors in the food ecosystem.
  6. The key elements in developing a successful public engagement strategy include clear goals, an integrated set of tools including True Pricing, a two-way participatory approach, affordability, reduced reactivity, the prevention of polarisation, and research and pilot approaches. 

Duration

From April until November 2025

Team

Research Platform: Transition Towards Sustainability | Data Driven Marketing research group | Business Finance Marketing Faculty & Digital Operations & Finance Centre of Expertise 

  • Dr Hongli Joosten-Ma 
  • Maria Angeles Aragon Moran

Commissioned by

The Ministry of Agriculture, Fisheries, Food Security and Nature (LVVN)

Funded by

The Dutch Ministry of Agriculture, Fisheries, Food Security and Nature

Read more

Article Transparency in the food system

Contact

If you want to know more about the True Pricing research project,  contact: dr Hongli Joosten