Climate love
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Albert Heijn

Climate love

This supermarket has implemented a "true price" initiative to incentivize consumers to make better choice

The Dutch supermarket chain Albert Heijn has started a "true pricing" trial in 3 of its supermarkets to raise awareness about the hidden costs of products and incentivize people to consume sustainably. The consumers have the choice to pay either the normal price or the real price, which includes the cost to the environment, human rights, and working conditions. As an example, a cup of coffee will cost customers €2 (normal price) or €2.08 if you take its true price. If you decide to add milk, it goes up by €0.36, while if you take a coffee with oat milk, it only goes up by €0.11. “We want to make it easy for customers to make healthy and sustainable choices, by informing them and by giving them the option to do so. True pricing is one way of doing that,” Albert Heijn CEO Marit van Egmond said.

The extra income generated by the trial will go to the Rainforest Alliance, a reforestation project in East Africa. I really am curious about the impact of this initiative!

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  • We Don't Have Time

    51 w

    Dear Marine Stephan Thank you for getting your climate love to level 2! We have reached out to Albert Heijn and requested a response. I will keep you updated on any progress! /Ford We Don't Have Time

    • Rukia Ahmed Abdi

      51 w

      Amazing.This worth emulation

      • Sarah Chabane

        51 w

        I love this, it's a great way to sensitize customers 👏

        • Sarah Chabane

          51 w

          @sarah_chabane but I do also feel that it shows that Albert Heijn is not paying the right prices for the products they are selling

          • Marine Stephan

            51 w

            @sarah_chabane yes actually, now that you're mentioning it 🤔

          • Munene Mugambi

            51 w

            Well that's one way to do it

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