As of today, the Dutch organic supermarket chain Ekoplaza and other health food stores in the Netherlands will sell organic Nature & More pears with True Cost of Food information in the store shelves. It's the first time that information about the hidden costs of food production is shared directly with consumers at the point of sale. Last Monday, prominent Dutch daily paper NRC published an opinion piece by Volkert Engelsman (Eosta) and Peter Blom (Triodos Bank) about the campaign, entitled: "Will you pay for your environmental damage too?" (article in Dutch).
In the past weeks, True Cost of Food information has already been distributed in German stores with organic grapes and pineapples. Eosta will take the campaign to the UK, Sweden, France, Belgium and Danmark also, in the weeks to come.