Albert Heijn experiments with “true pricing”

Dutch supermarket chain Albert Heijn started a “True Pricing” trial in three of its To Go supermarkets, to raise awareness of the hidden costs associated with products. Shoppers in Groningen, Wageningen and Zaandam are offered the chance to pay the normal price, or the so-called “real price” of products: this includes the social and environmental costs throughout the product chain, e.g. CO2 emissions, consumption of water, use of raw materials and working conditions.

This article is available for reading in Trade magazin 2023/6-7.