About the True Price Foundation

Our history

True Price was founded in Amsterdam in 2012 by Adrian de Groot Ruiz and Michel Scholte. Recognising that many social and environmental costs are hidden in market prices, they set out to make these impacts visible and actionable. Since then, True Price has grown into a thought leader in the fields of true pricing and true cost accounting, supporting companies, governments, and consumers in making fairer, more sustainable decisions that respect human rights and planetary boundaries.

True Price’s activities are split between the social enterprise and an independent foundation. The social enterprise focuses on developing practical true pricing tools and services for businesses, while the foundation serves as a knowledge hub and collaborative platform, fostering research, policy engagement, and multi-stakeholder initiatives to advance true cost accounting globally.

Lear more about the True Price social enterprise

Our mission

A true price is the market price plus the social and environmental costs in the value chain of a product.

The mission of True Price Foundation is to create and uphold a standard for the adoption of true prices, creating sustainable value chains while ensuring that basic products such as food remain or become affordable for everyone.

This means that products and value chains are regenerative and in line with human rights; costs for recovery, compensation and prevention of social costs are discounted in product prices. We therefore strive for transparency about and (voluntary) payment of true prices. Additionally, we strive to change the laws and regulations that determine the outcomes of the market, such as tax, purchasing, accounting and trade regulations.

Our impact

The Foundation has three core activities:

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2

To activate governments, civil society organisations, trade unions, knowledge institutions and companies for the adoption of true prices, through the Global True Price Partnership.

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Our Board

Herman Mulder

Chair

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Herman Mulder is Co-Founder and Chair of SDG Netherlands, and Co-Founder and Chair of True Price and Impact Economy Foundation.
In addition, he currently serves as, inter alia, Advisory Board Member of Social Finance NL, Advisory Board Member of TEEB; and He was mentioned among “the 100 most influential people in finance” by the US Treasury and Risk Magazine (July 2007). He has received recognition as Knight in the Order of Oranje-Nassau (in 2005) and was promoted to Officer in 2017.

Jasper de Jong

Secretary

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Jasper de Jong is Secretary of the True Price Foundation.
He is currently partner at Allen & Overy, and has has wide ranging corporate experience, including private equity transactions advising on both acquisitions and disposals and controlled auctions. Jasper has worked as a corporate associate in Allen & Overy’s Dubai office for a period of 15 months in 2009/2010. His experience includes advising on various transactions for 3i, GE Capital, DSM, ExxonMobil, Danaher, Herkules Capital, Charterhouse, Gilde and NPM.

Babette ten Bosch

Treasurer

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Babette ten Bosch is Treasurer of the True Price Foundation.
She is an experienced financial executive and currently works as Interim CFO through her independent practice, BtB Financial Advisory Services. Babette brings over 20 years of expertise in finance, M&A, and strategic operations, including leadership roles at ABN AMRO, where she served as Finance Director and Head of Due Diligence. Prior to founding her own advisory practice, she supported growing companies as CFO-as-a-service at YellowFinance. She also serves on the supervisory board of Stichting De Schoolschrijver. Babette is driven by a commitment to financial transparency, organizational efficiency, and sustainable growth.

Our Team

Claire van den Broek

True Price Managing Director

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Claire is our Managing Director and works with the team on developing and managing partnerships with governments, universities, NGO’s and social enterprises. She has working experience in various roles and sectors: from marketing and business development in telecom and retail to Partnerships management for an NGO. Claire is a hands-on team player with the conviction that together with partners and in coalitions, transformative change can be realized.

Pietro Galgani

True Price Method Lead

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Pietro is R&D Manager and leads the Data and True Price method development work. He is passionate about developing new ways to bring social and environmental data to decision makers. He has been working on the Global Impact Database since 2017. He has a BSc in International Development and MSc in Industrial Ecology, and he loves gardening, music and food.

Estefania Marti

Project & Partnership Manager

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Estefania is a Project & Partnership Manager. Before joining us, she worked as a research analyst with the Access to Nutrition Initiative (ATNI), an international NGO focused on benchmarking and private-sector accountability. She has a master’s in Public Policy and Administration specializing in Food from the University of Massachusetts Amherst. Before moving to the Netherlands, she completed an internship with the International Food Policy Research Institute. Estefania is passionate about practicing and teaching ashtanga yoga.

Queralt Ruhi Rubio

True Price Communications & Partnerships Intern

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Quer is a Communications & Partnerships Intern at True Price. She holds an MSc in International Development Studies from the University of Amsterdam, with a focus on social justice, sustainability, and alternative economic models. She is passionate about using storytelling and advocacy to support systems change.

The True Price Foundation is a Public Benefit Organisation (Dutch: Algemeen Nut Beogende Instelling, ANBI) and complies with the ANBI Conditions.

Our history

Our mission

Our impact

1

2

3

Our Board

Herman Mulder

Jasper de Jong

Babette ten Bosch

Our Team

Claire van den Broek

Pietro Galgani

Estefania Marti

Queralt Ruhi Rubio

Annual reports

Vacancies

Partners & Funders

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