Last month, we had the opportunity to discuss food prices at the World Economic Forum (WEF) in Davos, Switzerland.
More than three billion people cannot afford a healthy diet due to the high food prices. At the same time, the hidden costs of food are more than double the current costs. If we want food security for the current and future generations, we have to address a key problem: the current prices do not take into account the true value of our food.

Such a solution can be true pricing. The true price of a product includes the environmental and social costs and the right to access to food and health. With this approach we can make healthy and sustainable food more affordable, and unsustainable and unhealthy food more expensive. In this way we can ensure that healthy and sustainable food becomes profitable for companies and affordable for people.

During the WEF, ministers and corporate executives learned about true pricing movement and experienced it beyond the state of a vision for the bright future.