About us

Questionmark is a non-profit research institute founded in 2013. We incentivise food manufacturers and retailers to compete on healthiness and sustainability, rather than on price alone. Creating radical transparency and engaging consumers are two constant pillars in our strategy to transform the status quo into a race to the top – and allow a new and sustainable food system to emerge.

We are creating a market-driven movement towards healthy and sustainable food products and retailers.

Of all industries producing consumer products, the food industry has one of the highest impacts on our personal health, the environment, human rights and animal welfare. Direct change needs to happen within companies, their supply chains, products and marketing. But for that to happen, we also need a growing consumer demand for healthy and sustainable products.

Strategy

To spur competition between companies through transparency, we:

  1. Collect health and sustainability data on all supermarket food products, promotions and other types of marketing and make this information easily findable through our website and app.
  2. Rank products and brands per category and supermarket chains as a whole, from the most to the least healthy and sustainable, according to science-based methodologies – providing insights for companies to improve their products, supply chains, assortments and marketing.
  3. Target policy makers in government and influential, critical and trendsetting ngo's and consumers. We convey information in a neutral voice so people can form their own opinions, while encouraging them to take their values and opinions with them into the public debate and into the supermarket.

Impact

We monitor the impact we have on producers - including farmers and factories - adjusting their supply chains and reformulating their products, supermarkets changing their assortments and marketing, companies in general becoming more transparent in their communication on health and sustainability, and certification schemes lifting their standards. Read more in our impact stories.

Organisation and board

Questionmark is independent and politically impartial. Questionmark decides independently how to apply its research methodology and which companies and products to include. This means that donors, partner organizations, public authorities and other interested parties have no influence whatsoever on our research and product scores. In addition, our public annual report presents all our sources of funding and details of our spending. Questionmark’s subsidiary QM intelligence has the exclusive right to use the Questionmark database. Questionmark is not a quality certificate and does not issue any such certification.

Questionmark has a statutory board. The board appoints the directors and decides on the strategy of Questionmark, which is carried out by the team. Besides this, Questionmark has a scientific advisory board that advises on the research methodology and execution.

Check your favourite product

Transparent on sustainability