The TAPP Coalition (True Animal Protein Price Coalition) works towards a fair price for meat and dairy, one that reflects the costs for climate, nature, health and animal welfare, while making healthy and sustainable food cheaper. As a coalition of eighty organisations, it has put this issue on the political agenda in the Netherlands and the EU since 2019.
Agriculture & Soil
The True Animal Protein Price Coalition, or TAPP Coalition for short, was founded in 2019 and works towards true and fair prices for animal products, starting with meat and dairy. The idea is as simple as it is far-reaching: the real societal costs of food, for climate, biodiversity, environment, health, animal welfare and farmers' incomes, should become visible in the price. At the same time, the coalition wants to make healthy and sustainable food more affordable.
TAPP Coalition is not a small player. It is a network of eighty organisations, including food companies, farming organisations and non-profits working on health, food, animal welfare, environment and youth. Together they represent around 2.4 million people and 15,000 businesses. The coalition works in the Netherlands, in Brussels and internationally.
What the coalition contributes to:
reducing the consumption of animal proteins
making farming and livestock production more sustainable
improving animal welfare
reducing climate and environmental damage
affordable and healthy food for everyone
TAPP Coalition believes in a future-proof food system in which sustainable choices are more natural and more affordable, and farmers receive a fair income for sustainable production.
Cheap food is often not cheap at all. The price we pay in the shop does not tell the whole story.
Hidden costs are left out of the price. Current prices for meat and dairy do not properly account for the impact on climate, biodiversity, environment, health and animal welfare. We end up paying those costs anyway, just not at the checkout.
Farmers lack a fair business model. Unless the real value of sustainable production is rewarded, it is hard for farmers to become more sustainable while keeping a fair income.
Healthy and sustainable food is too often more expensive. While the cheapest choice is far from always the best for people and the planet, the healthy and sustainable choice is currently often the pricier one. It should be the other way around.
By reflecting the real costs more fairly in the price, and making healthy food cheaper, a system emerges in which the sustainable choice becomes the logical choice.
When you shop as usual through Terry, part of the shop's marketing budget goes to Stichting TAPP Coalitie, as a donation and at no extra cost to you.
Your contribution helps move politics, businesses and consumers towards a food system in which the real costs of meat and dairy are taken into account. That has an effect on several fronts:
for farmers: a fairer business model and support in becoming more sustainable
for the planet: less climate and environmental damage as hidden costs are counted
for animals: financial room to improve animal welfare in livestock farming
for our health: policy that makes healthy and sustainable eating more attractive
for fairness: the polluter pays more, while proceeds can go to farmers and lower incomes
In this way you support not a single measure, but a movement that makes the whole food system fairer and healthier.
Since 2019, TAPP Coalition has moved the debate on fair food prices from the sidelines to the political and social mainstream. Where fair pricing of meat and dairy was once seen as radical, there is now growing recognition that a sustainable food system requires fair prices for farmers, consumers and the climate.
2025 was a year of growth. The coalition welcomed a new chair, professor André Nollkaemper, strengthened its European cooperation and organised, among other things, twelve provincial dinners where farmers, citizens, politicians and organisations came together in conversation. Representative research showed that 63 percent of Dutch people are willing to pay a little more for meat through a levy, provided the proceeds flow back to farmers for nitrogen, climate and animal welfare. In 2023 that figure was 57 percent.
Internationally, in the run-up to the COP30 climate summit, TAPP Coalition contributed to a declaration supported by 28 lower-income countries, and the coalition featured in outlets including The Guardian. Through its work, TAPP Coalition contributes to several Sustainable Development Goals, from climate action to health and sustainable agriculture.
Supporting through Terry is a great first step. Want to do even more? You can also:
Donate directly to Stichting TAPP Coalitie. Thanks to its ANBI status, your gift is tax-deductible in the Netherlands.
Follow TAPP Coalition on LinkedIn and share the work within your network.
Choose healthy and plant-based options more often yourself, and vary meat and dairy a little more.
Raise the topic, at work, in your municipality or within your own organisation.
TAPP Coalition operates under Stichting TAPP Coalitie, a non-profit with ANBI status. Thanks to that status, your donation is tax-deductible in the Netherlands. The coalition is a compact, agile organisation with a small core team, supported by a broad network of eighty partners, experts and advisors, with a board and an advisory council.
Your contribution goes to the work of TAPP Coalition: research, policy development, advocacy and communication for fair food prices and a sustainable food transition. The coalition publishes an annual report; the final financial figures are prepared by an accountant.
Support TAPP Coalitie with every purchase
Shop as usual through Terry and help create a fair price for food, good for people, animals and nature.
