About
Questionmark is an independent think tank. Our mission is to make the food environment support a healthy, sustainable, fair and animal-friendly food system.
We conduct pioneering, data-driven and action-oriented research.
We build a movement within and around the demand side of the food system, including supermarkets, food producers, governments, scientists and civil society.
We provide advice - for policy development and business conduct. Our work is mostly unsolicited.
We target, connect and partner with industries, governments, civil society, media and scientists across European countries. Always in a constructive way.
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Our way of working
We develop and disseminate solutions for a future proof food system and build movements to help accelerate and implement the change
From farm to fork and from personal health to planetary ecosystems, from human rights to animal welfare.
We help decision makers in and around the European food sector understand the urgent challenges the food system faces and develop and disseminate new solutions.
We follow the ‘system approach’, which means we consider all the elements in the food system and how they influence each other.
We identify and create the conditions for tipping points for change among powerholders through:
- Pioneering data driven research
- Building movements by
- Organising collaborations between civil society organisations, supermarkets, governments
- Facilitating and driving constructive dialogue
- Correcting misleading narratives
With our programmes we
- Improve transparency by uncovering the workings of the food system
- Stimulate a race to the top by pointing out both the accelerators and late-adopters of change
- Leverage power, by focusing on well organised and therefore influential actors in the system
- Transform consumption patterns and production methods throughout Europe
Levers for change
Our programmes focus on leveraging the power of retail and advertising. They have great potential to stimulate healthy, sustainable, just and animal friendly production and consumption of food.
Retail
In Europe, 70% of the food we buy comes from supermarkets. At the same time only a handful of supermarkets per country are situated between food producers and consumers. This makes supermarkets a powerful lever to transform eating patterns and food production methods.
Advertising
Advertising encourages people to consume unhealthy and unsustainable food. But responsible advertising can positively influence consumption norms and contribute to healthy and sustainable consumption.
Our core values
- Value-driven
- Pioneering
- Scientific
- Independent
- Constructive
20
European supermarkets in our scope
29
European civil society partners
5
Countries
3000+
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Team
Data Collection
General Director
Project Lead
Researcher
Head of Research
Data Collection
Corporate & Public Affairs
Software developer
Communication Manager
Head of Operations
Data Collection
Head of Technology
Supervisory Board
Independent consultant, Wetlands International - board member
Boardroom consultancy, strategy & positioning
Public@stake - Founder
Marketing & Communications
Governance & Integrity - sr advisor, BRAC International - Supervisory board
Non-Exec Director and Advisor on Strategy and Transformations
Global director strategy at IDH
Scientific Council
Our scientific council advises us on research methodologies to ensure our research adheres to scientific standards
Wageningen University - Marketing & Consumer Behaviour
HAS Hogeschool - Nutrition & Health
Vrije Universiteit Amsterdam - Nutrition & Health
Universiteit Amsterdam - Responsible Business & Sustainability
Retail Council
Our retail council provides us with insights on the functioning of the retail industry
Retail Consultant & Auteur
Strategy, Innovation, Digital innovation
Interimmanager retail, Partner Blijplantje, WfK - Raad van Advies
NHL Stenden - Docent Retailmanagement, Retail coach & trainer
E-business consultant
Governance and financials
Our core activity consists of independent projects. These are funded by donations from philanthropic funds and civil society partners. Names of funders can be found with the description of each individual project.
On occasion, when it truly aligns with our mission, we deliver data and research services on commission.
Accountability for our governance and finances can be found in our annual reports.
We have an integrity policy in order to avoid conflicts of interest and adverse incentives.
Annual reports
Funding
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