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About the Foundation

The mission of True Price Foundation is that every product has a true price, whereby 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.
The Foundation has three core activities: to develop and maintain the True Price Standard and ensure it gains authority for worldwide adoption, to activate governments, civil society organisations, trade unions, knowledge institutions and companies for the adoption of true prices, through the Global True Price Partnership and to mobilise the demand for true prices among consumers through the True Price Movement.

Our Board

Mr. 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 is Partner at Allen & Overy. Jasper 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.


Michel Scholte is also the co-founder and Executive Director of True Price. He is a social entrepreneur dedicated to a more equitable economy. Michel is also the Director and Co-Founder of Impact Institute. He holds a variety of advisory board positions and is an alumnus of the Shapers Network of the World Economic Forum and a member of Worldconnectors. He holds an MSc degree in Sociology from the VU University Amsterdam, with a specialization in research methods, politics and living wages. Michel is a frequently asked public speaker and opinionist in the field of impact measurement and valuation.

Adrian de Groot Ruiz is the co-founder and director of True Price. He is also Executive Director and Co-Founder of Impact Institute. Adrian is a member of Worldconnectors and an alumnus of the Global Shapers Amsterdam. He has co-founded the SDG Charter Foundation, a multi-stakeholder initiative to promote the SDGs in the Netherlands. He has set up a variety of organizations focusing on sustainable development, both nationally as well as internationally. His PhD focused on behavioural game theory and was obtained at the University of Amsterdam cum laude. He has published several articles in renowned academic economic journals and is a frequent public speaker.

Zoë is a Project Coordinator. Previously, Zoë worked in the Public Entrepreneurship team at Impact Institute. She holds a master’s degree in Political Science with a specialization in Global Environmental Governance from VU Amsterdam and a BA in Journalism During and after her studies, she worked for several media and was a member of the youth think tank for the Dutch Ministry of Foreign Affairs.

Anastasia is a project support officer. She recently received a MSc in Political Science with a specialization in global environmental governance from VU Amsterdam. Prior to that she obtained a BA in European Studies from The Hague University of Applied Sciences. She wrote her thesis on the issue of mining for critical raw materials and strongly believes in a just green transition.

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

Download the True Price Foundation annual accounts 2021.

Download the True Price Foundation annual accounts 2022.

Download the True Price Foundation annual accounts 2023.