TAPP Coalitie

What TAPP Coalitie does

TAPP Coalitie (True Animal Protein Price Coalition) is a Dutch non-profit foundation (stichting) founded in 2019 and headquartered at Minahassastraat 1, Amsterdam. It operates as a coalition of approximately 80 partner organizations — including food companies (Oatly, Beyond Meat, Quorn, Redefine Meat, Vegetarische Slager/Vivera, Jumbo), agricultural organizations (Caring Farmers, LTO Nederland, Rabobank), environmental and animal welfare NGOs (DierenCoalitie, Compassion in World Farming), health groups (Hartpatiënten Nederland, Caring Doctors), and youth movements (Jongeren Klimaatbeweging representing 1 million young people) — collectively representing 2.4 million people and 15,000 companies across the EU, US, Africa, and Asia. The organization is led by director Jeroom Remmers and operates with a small core team of approximately 13 staff augmented by volunteers.

The coalition's core activity is policy advocacy for "true pricing" of meat and dairy that internalizes environmental (greenhouse gases, nitrogen, particulate matter, biodiversity loss), health, and animal welfare costs. Its flagship proposal — the Eerlijke Vleesprijs (Fair Meat Price) — calls for an initial levy of approximately 16 eurocents per 100g rising to ~34 eurocents by 2030, paired with a reduction of VAT on fruits and vegetables from 9% to 0%. Revenue would flow into a proposed Fair Food Price Fund (Fonds Eerlijke Voedselprijzen) redirecting 450-600 million EUR/year to farmers for sustainability investments and providing consumer compensation. The coalition commissions research from CE Delft, Wageningen University & Research, True Price Foundation, and Ipsos, and engages policymakers through direct lobbying at the Dutch Tweede Kamer, the EU Commission and Parliament, UN climate conferences (COP25-COP28 and Bonn 2020-2026), and via media campaigns and an online petition that collected 50,000+ signatures on eerlijkevleesprijs.nl.

TAPP Coalitie's business model is non-commercial. It is funded by donations from partner organizations (~70% of financing in 2020 and 2026, down from ~90% in 2019), individual donors, and grants from foundations including Porticus, Stichting DOEN (until 2022), Gieskes Strijbis Fonds, IONA Foundation, Craiglist Fund, Jeremy Coller Foundation, Triodos Foundation, ProVeg International, and Well-Fed World. It received a large three-year subsidy in February 2022 and gifts from Triodos Foundation and Vegan Grants in 2026. Donations are processed via Donorbox and the Lot of Happiness charity lottery; the organization does not sell products, charge membership fees, or license technology.

Name

TAPP Coalitie

Legal name

True Animal Protein Price Coalition

Website

https://tappcoalitie.nl

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

TAPP Coalitie is a Dutch non-profit advocacy coalition founded in 2019 that campaigns for true-cost pricing of meat and dairy, uniting 80+ partner organizations representing 2.4 million people and 15,000 companies to influence Dutch and EU food policy.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Grants: TAPP Coalitie is a non-profit foundation funded by donations from partner organizations, individual donors, and grants from foundations. In 2019, approximately 90% of financing came from partners and private donors; in 2020 and 2026, approximately 70%. Past financial supporters include Porticus Foundation, Stichting DOEN, Gieskes Strijbis Fonds, IONA Foundation, Craiglist Fund, Jeremy Coller Foundation, Triodos Foundation, ProVeg International, and Well-Fed World.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

TAPP Coalitie (True Animal Protein Price Coalition) is a Dutch non-profit coalition that advocates for fair pricing of meat and dairy by internalizing environmental, health, and animal welfare costs. Its core work product consists of policy proposals, commissioned research reports (CE Delft, WUR), public awareness campaigns, and coalition-building activities targeting Dutch and EU policymakers.

Product overview

TAPP Coalitie (True Animal Protein Price Coalition) is a non-profit advocacy coalition, not a traditional technology company. The organization does not offer software products or services. Its core 'products' are policy proposals and advocacy campaigns aimed at achieving fair pricing for meat and dairy that includes environmental, health, and animal welfare costs. The main initiatives include the Eerlijke Vleesprijs (Fair Meat Price) proposal advocating for environmental cost internalization, the Eerlijke Zuivelprijs (Fair Dairy Price) extension, the proposed Fonds Eerlijke Voedselprijzen (Fair Food Prices Fund), and advocacy for VAT reduction on vegetables and fruit. The coalition operates through a network of 80+ partner organizations.

Differentiator

Problem solved

Functional benefit

Products and services

• Coalition Partnership Network A coalition of 80+ organizations spanning food companies, agricultural organizations, health NGOs, environmental groups, animal welfare organizations, and youth organizations, representing 2.4 million people and 15,000 companies across the EU, US, Africa, and Asia. Organizations can join as partners to participate in fair food pricing advocacy.
• Nieuwsbrieven (Newsletter subscription) Regular email newsletter providing updates on policy developments, coalition activities, fair food pricing news, and calls to action. Free subscription available via the TAPP Coalitie website.

Quantifiable outcome

• 4.2 Mton CO2 equivalent reduction by 2030 (2.7 Mton in Netherlands), 800M EUR welfare gain
• +6 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

26 partnerships are on record, tiered core and minor.

• OatlycoreStrategic or Co-development Partner · 1 January 2019Major international food company partner of TAPP Coalitie. One of the large food companies listed as a key partner representing the coalition's cross-sectoral business engagement.
• Vegetarische Slager and Vivera (Vegetarian Butcher Collective)coreStrategic or Co-development Partner · 1 January 2019Major Dutch plant-based food companies that are founding/key partners of TAPP, collaborating on advocacy for fair food pricing that benefits both animal and plant-based protein sectors.
• Beyond MeatcoreStrategic or Co-development Partner · 1 January 2019International plant-based meat company listed as a key partner of TAPP, representing the business community in the fair food pricing coalition.
• QuorncoreStrategic or Co-development Partner · 1 January 2019International mycoprotein food company partner of TAPP Coalitie, contributing industry perspective to the fair food pricing movement.
• Redefine MeatcoreStrategic or Co-development Partner · 1 January 2019Israeli plant-based meat company (now operating globally) partnered with TAPP to advocate for fair food pricing policies.
• True Price FoundationcoreStrategic or Co-development Partner · 1 January 2019Core research partner that co-developed the true pricing methodology used in TAPP's proposals. Collaborated with WUR on healthcare cost calculations per kg of meat. Joint presenter at policy events.
• ProVeg InternationalcoreStrategic or Co-development Partner · 1 January 2019Major international food advocacy organization; co-organized COP25 event with TAPP; provided financial support; collaborated on EU food pricing proposals and policy submissions.
• Compassion in World Farming Netherlands (CIWF)coreStrategic or Co-development Partner · 1 January 2019Leading animal welfare organization partner; collaborated on COP25 event; contributed animal welfare cost calculations to the fair meat pricing proposal; part of the DierenCoalitie within TAPP.
• Wageningen University & Research (WUR)coreStrategic or Co-development Partner · 1 January 2019Key academic research partner. Collaborated with True Price on healthcare cost research (2023); involved in WUR PPS project 'Echte en Eerlijke Prijs'; member of EU FoodCost Community of Practice; conducted university catering pilots.
• CE DelftcoreStrategic or Co-development Partner · 1 January 2019Key research partner that produced TAPP's core reports: 'Duurzaamheidsbijdrage vlees' (2019) and 'Pay as you eat' (2023). These reports provide the scientific and economic basis for fair meat pricing proposals.
• DierenCoalitiecoreStrategic or Co-development Partner · 1 January 2019Coalition of Dutch animal welfare organizations within TAPP. Contributed to animal welfare proposals including 200M EUR/year for welfare improvements; co-authored position papers.
• Green Protein AlliancecoreStrategic or Co-development Partner · 1 January 2019Dutch alliance of organizations working on protein transition. TAPP is a partner of the Green Protein Alliance in the Netherlands. Shared advocacy platform and policy alignment.
• Transitiecoalitie VoedselcoreStrategic or Co-development Partner · 1 January 2019Dutch food transition coalition. TAPP is a partner and collaborated on joint contributions to FAO reports and food policy discussions.
• Caring FarmerscoreStrategic or Co-development Partner · 1 January 2019Organization of farmers focused on sustainable/regenerative agriculture. One of six agricultural organizations in TAPP; represents farmer perspective in fair pricing advocacy.
• Hartpatiënten Nederland and Caring DoctorscoreStrategic or Co-development Partner · 1 January 2019Health sector partners bringing medical expertise on the health impacts of meat overconsumption. Contributed to WUR health cost research and public health advocacy.
• Jonge Klimaatbeweging (JKB)coreStrategic or Co-development Partner · 1 January 2019Dutch Youth Climate Movement representing 1 million young people from 65 youth organizations. Endorsed the TAPP Manifesto Eerlijke Vleesprijs in 2022; co-organized elections debate in 2023; key grassroots mobilization partner.
• Europees Parlement / EU ParliamentcoreStrategic or Co-development Partner · 1 January 2019TAPP has engaged directly with EU Parliament members who supported fair meat pricing amendments. EU Parliament adopted TAPP-advocated amendment for 0% VAT on healthy food and highest VAT on unhealthy food in October 2021 (84% majority). TAPP presented CE Delft reports in Brussels in March 2023.
• Omnicom / OPRGminorStrategic or Co-development Partner · 1 January 2019PR and communications agency partner that co-won the Sabre Award 2021 with TAPP for the fair meat pricing campaign. Provided communications expertise.
• Africa Climate Action Initiative (ACAI)coreStrategic or Co-development Partner · 1 January 2019African climate organization active in 14 African countries; signed the open letter to OECD countries and China on meat pricing at COP28. Represents Global South perspective in TAPP's international advocacy.
• European Alliance of Plant-based Food (EAPF)coreStrategic or Co-development Partner · 1 January 2019European coalition of plant-based food organizations. TAPP is a partner, aligning EU-level advocacy on food pricing reform.
• European Environmental Bureau (EEB)coreStrategic or Co-development Partner · 1 January 2019Largest European network of environmental NGOs. TAPP is a member, participating in EU environmental policy discussions including food pricing.
• CAN-Europe (Climate Action Network)coreStrategic or Co-development Partner · 1 January 2019European climate coalition. TAPP is a partner, coordinating climate advocacy including food system emissions pricing at EU level.
• Global Partnership on True Price of FoodcoreStrategic or Co-development Partner · 1 January 2019International network co-convened by True Price Foundation. TAPP is a partner, contributing to global true pricing methodology and policy frameworks.
• Jumbo SupermarketscoreStrategic or Co-development Partner · 1 January 2019Dutch supermarket chain that in March 2024 announced it would stop 'kiloknaller' (deep-discount meat) promotions, aligning with TAPP's fair food pricing goals. TAPP publicly called on other retailers to follow Jumbo's example.
• RabobankcoreStrategic or Co-development Partner · 1 January 2019Major Dutch bank serving the agricultural sector. Rabobank's True Value Language program aligns with TAPP's goals. Rabobank's director Wiebe Draijer publicly advocated for meat levies on radio. TAPP collaborated with Rabobank on a symposium on food pricing (December 2022).
• LTO NederlandcoreStrategic or Co-development Partner · 1 January 2019Major Dutch agricultural landowners association. In its Toekomstvisie 2030, LTO explicitly supports an eco-tax on food if farmer sustainability payments are insufficient, aligning with TAPP's core proposal. Caring Farmers is the TAPP-affiliated farm organization within LTO's network.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Transitiecoalitie Voedsel: Dutch food transition coalition; TAPP is a partner and they have collaborated on joint FAO contributions and Dutch food policy submissions.
• Compassion in World Farming: Leading international animal welfare advocacy organization; current TAPP partner collaborating on animal welfare cost calculations and EU food policy reform with shared target beneficiaries.
• Caring Farmers: Coalition of Dutch farmers focused on sustainable and regenerative agriculture; one of TAPP's six agricultural organization partners representing the farmer voice in fair-pricing advocacy.
• Food Tank: International food policy think tank and advocacy organization producing research, news, and policy recommendations on sustainable food systems with comparable coalition-based advocacy model.
• Green Protein Alliance: Dutch alliance of organizations working on protein transition; TAPP is a member and shares advocacy platform and policy alignment around sustainable food systems.
• True Price Foundation: Foundation co-developing the true pricing methodology underlying TAPP's meat/dairy levy proposals; co-authored WUR health-cost research and joint policy event presenter.
• ProVeg International: International food advocacy organization focused on accelerating the protein transition; a current TAPP strategic partner with overlapping policy advocacy on EU food pricing reform and plant-based dietary shifts.

Broad incumbents

• EAT Foundation: Global non-profit driving food systems transformation through science-based targets (EAT-Lancet Commission); broader and more globally focused than TAPP but addressing the same food-system externalities.
• European Environmental Bureau: Largest European network of environmental NGOs; current TAPP member engaging on EU environmental policy including food pricing — operates at a broader portfolio level.

Peers

• IPES-Food: International Panel of Experts on Sustainable Food Systems; independent research and policy advocacy on food system reform with comparable coalition-building and policy-submission approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCG7CKaFRY4waR8a0VPajkRg
• Facebookfacebook.com/tappcoalitie
• LinkedInlinkedin.com/company/tappcoalitie

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about TAPP Coalitie