The TAPP Coalition is advocating for a shift towards a true pricing model for meat, dairy, and eggs, which includes the environmental and social costs. This would mean an additional levy on these food products, with the money used to finance sustainability measures and improve animal welfare. The coalition also suggests reducing VAT on fruit and vegetables to make them more accessible. In the Netherlands, a majority of livestock farmers support this 'Tierwohl' proposal, where consumers would pay for improved animal welfare through an increased VAT. The coalition's proposals are supported by various companies and social organizations globally. A study among livestock farmers in Germany and the Netherlands indicates a positive response to this pricing model.