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