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Albert Heijn

Climate love

True Pricing

By: Ludmilla Jordanova
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Great initiative! Dutch supermarket Albert Heijn, the largest Dutch supermarket chain, is piloting a true pricing initiative!
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When customers buy a self-service cup of coffee in Groningen, Wageningen or Zaandam, they'll see two prices: the standard retail price and the true price. The latter factors in CO2 emissions, water use, resource consumption and labor conditions related to the production of coffee, cow's milk and oat milk. For example, the regular price for a double espresso is EUR 2.25; when priced using the True Price methodology, that same jolt of caffeine comes to EUR 2.33.
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Notably, after years of paying a premium for alt-milks, customers actually pay a lower true price for oat milk than cow's milk, courtesy of oat milk's smaller environmental footprint. Albert Heijn developed the pilot in partnership with independent organization True Price to promote sustainable choices by revealing externalized social and ecological costs throughout a product's supply chain. All extra revenue generated by the experiment will be invested in Rainforest Alliance projects.
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#sustainable #environmental #supplychain #supplychain #coffee #retail #projects #projects #water
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32 more agrees trigger social media ads

  • john linus Tom

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    56 w

    Thank for sharing this positive insight

    10
    • Tabitha Kimani

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      56 w

      Information is power. There is nothing better than making a well informed decision.

      12
      • Daniel Waweru

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        56 w

        This is indeed true care of the environment, Such an encouragement.

        4
        • Ford Brodeur

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          56 w

          Great to see this from AH! I wonder when they'll stop using all those plastic wrapping for their baked goods...

          13
          • ance Star

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            56 w

            It's really a great initiative..congrats for those who took part in construction of the Dutch supermarket which will provide job for many people

            2
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