About us

True Animal Protein Price (TAPP) Coalition is a coalition of health organizations, animal welfare and environmental organizations, social ventures and food companies working towards effective policy measures aimed to lower consumption of meat and dairy in the EU by introducing fair prices for meat and dairy products, including environmental and other cost. It was established in 2018 in the Netherlands and is a non-profit foundation since June 2019.

Our vision: Paying the true price of meat and dairy and other animal protein products becomes the standard way of operating for better health, environment, animal welfare and social justice in Europe (and finally, globally too).

Our mission: To enhance the understanding of animal protein production and consumption and to promote the ‘true’ price of meat and dairy to protect health, the global environment and the ability to sustain life for future generations.

We are designing policy measures for a fair price of meat which reflects the 'true price', including the costs of environmental, nature and health costs. The revenues of this 'fair price' can be used to make agriculture more sustainable and to compensate low and middle incomes, and reduce the price of vegetables, fruits and meat alternatives. This proposal has the support of the majority of the Dutch population. Probably in other EU countries this will be the same.

Building upon available expertise, the TAPP Coalition pursues its mission in the different ways:

1. Reducing the European consumption of meat and dairy products by promoting 'fair prices' including environmental costs, to benefit people’s health, the environment, nature, animal welfare and for agricultural sectors and countries to comply with the Paris Climate Agreement for 2030 and 2050.

2, The development of effective policy instruments in Europe to induce the shift towards more vegetable protein consumption, with a focus on financial instruments, but also on standards and information.

3. Promoting awareness and support for price measures and taxes for meat and dairy products, in order to comply to the Paris Climate Agreement and paying the 'true price'. This includes the publication of scientific publications.

4. Promoting a flexitarian diet, in which meat and fish are interspersed with vegetable dishes, out of awareness that reduced meat consumption has a positive impact on people, animals and the environment.

5. Stimulating leadership in the field of international cooperation related to a Climate Agreement for the livestock farming sectors.

6. Reducing and compensating negative effects of the global effects of meat and dairy consumption on the planet and health.

7. Initiate and execute campaigns.

Partners:

There is another group of organizations, including Greenpeace, Oxfam and other large ngo's, sharing the basic ideas of the Tapp Coalition. In June 2019, those organizations signed a Manifesto, written by Urgenda and Tapp Coalition for the Dutch Government, asking to introduce a tax on meat of 2 euro per kg meat, to reduce at least 0,5 Mton CO2-eq. in The Netherlands. This will lead to a reduction of 14% of meat consumption (One day per week without meat). The tax revenue can be used to stimulate sustainable and extensive farming, to lower the price of vegetables and fruits and to compensate low income households. In Dutch: https://www.urgenda.nl/wp-content/uploads/190529-Urgenda-maatregel-minder-vlees.pdf