True Animal Protein Price Coalition

About True Animal Protein Price Coalition

TAPP Coalitie, or the True Animal Protein Price Coalition, is a Dutch coalition founded in 2019 that advocates for food prices that reflect their full social and environmental costs. Its core focus is on meat and dairy, which it sees as the most urgent categories for reform because of their impact on climate, health, animal welfare, and land use.

The coalition works in the Netherlands and the EU with a broad network of partner organizations, including food businesses, NGOs, health groups, farmers’ organizations, youth groups, and international advocacy networks. It positions itself as a bridge between consumers, policymakers, and producers, promoting policy change, public awareness, and practical pricing measures that would make healthy and sustainable foods cheaper while making environmentally costly foods more expensive.

TAPP’s public agenda combines true pricing, fiscal reform, and support for a more flexitarian diet. It argues that the revenues from higher prices on animal proteins should be recycled into support for farmers, compensation for lower-income households, and lower prices for fruit and vegetables.

Core Values

• Fairness: TAPP argues that food prices should reflect the real costs borne by society, rather than shifting environmental and health burdens onto the public.
• Sustainability: The coalition promotes lower-impact diets and agricultural practices that reduce emissions, biodiversity loss, and resource pressure.
• Health: It supports dietary shifts toward more vegetables, fruit, and plant-based foods, and away from excessive meat and dairy consumption.
• Animal welfare: TAPP links pricing reform to better conditions for farm animals and fewer animals raised and slaughtered in intensive systems.
• Collaboration: The coalition emphasizes working with partners across sectors and countries to advance shared goals.

Unique Aspects

• Founded around the “true price” concept: TAPP is specifically built to make the hidden costs of meat and dairy visible in market prices, rather than treating food pricing as a purely commercial issue.
• Broad multi-sector coalition: The organization says it works with around 80 partner organizations and represents millions of people and thousands of businesses through its network.
• Policy influence in the Netherlands and EU: TAPP has helped put meat pricing, VAT reform, and food-system true pricing onto political agendas in the Netherlands and at European level.
• UN and EU-facing advocacy: The coalition states that it is an accredited UNFCCC observer NGO and is registered in the EU transparency register, reflecting its active policy-lobbying role.
• Revenue recycling model: Its proposals do not stop at higher prices; they also specify how revenues should be used for farmer support, consumer compensation, and cheaper healthy foods.