We talk a lot about fair prices. But what if we told you the price tag on your food is lying to you?

In this episode of What The Field?!, we dive into true cost accounting — what it is, why it matters, and how it can change the way we think about food. Our guest Pietro Galliani from True Price and the Impact Institute breaks down the invisible costs behind what we eat: environmental damage, underpaid farmers, and social inequalities that never make it onto the label.

We also explore how businesses and consumers can start closing the “true price gap” — without waiting for someone else to fix the system. Because change doesn’t start in boardrooms. It starts at the checkout.

🎧 Listen now and find out:

• Why “cheap” food isn’t cheap at all
  
• How true pricing can fund real solutions
  
• What regenerative farmers and consumers can do to shift the system
  
  
  

👇 Ready to stop being fooled by fake  price tags?