Till truths Prices go up to factor in 'real costs'

A leading discount supermarket in Germany temporarily raised prices to reflect products' real cost on people's health and the environment.

- Kate Connolly

In a week-long experiment in all 2,150 branches of the Penny chain, nine products were priced at what experts from two universities had deemed to be their true cost, in relation to their effect on soil, climate, water use and health.

The price of wiener sausages rose from €3.19 ($3.50) to €6.01, mozzarella went up 74% to €1.55, and fruit yoghurt increased 31% from €1.19 to €1.56 for the "wahre Kosten" or "real costs" campaign.

74% Increase in the price of mozzarella to reflect factors such as fertiliser run-off polluting waterways and the effect of pesticide use on the long-term health of farmers