Joyce Goverde

Brand & Communications Manager

I graduated in Communications, with a specialization in Brand Management. I have worked in the field for 17 years, at both strategic and hands-on level, including several years in the agri-food chain. Organisations usually brought me in to give direction to complex projects with many moving parts. Over time I chose to only work there, where my communication efforts contribute to meaningful change. And Questionmark is exactly that place: where independent research and new insights meets decisions that shape our food system. 

My focus is Questionmark’s positioning and brand strategy. The aim is that our insights reach the people in a position to act on them, from supermarkets and food brands to policy makers, funders and media. Together with the comms team, I’m building a brand with the same clarity and authority as the research and insights behind it. At the same time, I am working closely with our team to turn complex findings into clear communications.  

I combine strategic thinking with a strong visual eye, shaped by years of working as an independent documentary photographer as well. That combination helps me to translate data and insights into stories that decision-makers understand and remember.  

My personal motivation: my mother grew up on a farm in a small village, where food simply came from your own land or from the local farmer down the road. Nobody thought twice about it back then. Two generations later, our world looks completely different, and I want my daughter to grow up in a food system where good choices feel normal again. 

Favorite veggie dish: Marinated pointed cabbage, roasted in the oven