Questionmark Foundation
Questionmark Foundation is an Amsterdam-based independent non-profit think tank founded in 2013 that benchmarks European supermarket sustainability performance across health, environment, and human rights, publishing the Superlist across eight countries and operating a government-adopted Sustainability Dashboard.
- Company typePrivate
- Founded2013
- HeadquartersAmsterdam, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Questionmark Foundation does
Questionmark Foundation (Stichting Questionmark) is an independent, Amsterdam-based non-profit think tank founded in 2013 that operates exclusively to accelerate transparency and accountability in the European food retail sector. Its core product, the Superlist, is a recurring cross-country benchmark of supermarket performance across three sustainability verticals — health, environment, and human rights — built from publicly available product composition, sourcing, and policy data. The Superlist methodology is supported by a Scientific Council drawn from Wageningen University, VU Amsterdam, and FiBL, and is now published across eight European countries, providing longitudinal comparability that supports advocacy, journalism, and policymaker scrutiny.
The foundation's product surface extends beyond the annual Superlist report into two complementary tools. The Sustainability Dashboard, launched in 2024, monitors supermarket progress against public sustainability pledges and was adopted by the Dutch government as its official monitoring instrument. Checkit is a consumer-facing application that surfaces underlying product transparency information to end users. Together these tools convert benchmark outputs into a continuous public-facing data layer rather than a single annual publication.
Questionmark is funded entirely by philanthropic donations and grants — including EU-LIFE programme co-funding — and does not generate commercial revenue from the retailers it benchmarks. It operates with a small core team of approximately 13 staff, distributing outputs through a network of 50+ civil society partners across its eight country footprint.
Questionmark Foundation firmographics
Firmographics- Name
- Questionmark Foundation
- Legal name
- Stichting Questionmark
- Website
- https://thequestionmark.org
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Questionmark Foundation is an Amsterdam-based independent non-profit think tank founded in 2013 that benchmarks European supermarket sustainability performance across health, environment, and human rights, publishing the Superlist across eight countries and operating a government-adopted Sustainability Dashboard.
- Ownership category
- akta.pro rank
Questionmark Foundation industry classification
Industry- Product category
- Sustainability Research and Advocacy Services
- NAICS
- Environment, Conservation and Wildlife Organizations (813312), Social Advocacy Organizations (8133)
- SIC
- Services-Commercial Physical & Biological Research (8731)
- akta.pro primary industry
- Emissions Factors, LCA & Product Carbon Footprint (PCF) Platforms (EUABAEAD)
- akta.pro secondary industries
- International Grantmaking & Development Foundations (BPAGAKAH), Environmental & Climate Grantmaking Foundations (BPAGAKAM)
Keywords
Where Questionmark Foundation is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Questionmark Foundation business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Philanthropic Donations: Questionmark is funded entirely through donations from philanthropic funds and civil society partners. No government funding or commercial interests. As an ANBI-certified Dutch foundation, donations are tax-deductible in the Netherlands.
- EU-LIFE Project Funding: Co-funded by the EU LIFE programme for the EU-Supermarkets LIFE project supporting climate and environment-friendly supermarket benchmarking across multiple EU member states.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Questionmark Foundation product offering
Product offeringCore offering
Questionmark Foundation is an independent non-profit think tank that conducts fact-based research and benchmarking of Europe's largest food retailers on health, environmental sustainability, and human rights. Through its flagship Superlist programme it compares supermarket performance across countries, publishes open-access reports, runs a government-adopted Sustainability Dashboard, and engages civil society and policymakers to drive food system change. The work is funded entirely by philanthropic donations.
Product overview
Questionmark Foundation operates as a research and advocacy organization offering a portfolio of benchmarking products. The core offering is the Superlist program—a multi-year international benchmarking initiative that evaluates food retailers across European countries on three thematic pillars: health, environmental sustainability (Superlist Environment), and human rights (Superlist Social). Superlist projects alternate themes annually and span multiple countries, providing comparative rankings and recommendations for improvement. Supporting the Superlist program is the Sustainability Dashboard, a government-adopted monitoring tool that tracks supermarket sustainability performance. The organization also operates the Checkit shopping lists app as a supplementary consumer-facing tool.
Differentiator
Problem solved
Functional benefit
Brands
- Superlist: Multi-year international benchmarking programme comparing supermarket performance on sustainability, health, and human rights
- Checkit
Products and services
- Superlist Benchmarking Programme A multi-year international benchmarking programme that evaluates Europe's largest food retailers on sustainability, health, and human rights topics. Includes national Superlists (Health, Environment, Social themes) across multiple European countries, enabling transparency, accountability, and progress tracking. Used by civil society, governments, and retailers themselves.
- Sustainability Dashboard for Supermarkets A public monitoring dashboard that tracks supermarket sustainability performance. Developed in collaboration with the Dutch Ministry of Agriculture, Nature and Food Quality, providing insight into retailers' progress on sustainability indicators.
- Checkit Shopping Lists App A consumer-facing shopping lists app that allows users to track which products are added to which shopping list. Data is stored internally and not shared with external parties.
Quantifiable outcome
- Albert Heijn became the first supermarket globally to report methane emissions
- +6 more outcomes
Companies that use Questionmark Foundation
Customer profileNamed customers9 records
Segments5 records
Ideal customer profiles3 records
Questionmark Foundation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Questionmark Foundation partnerships and signals
Strategic signalPartnerships
59 partnerships are on record, tiered core and minor.
- Wageningen UniversitycoreMember of the Scientific Council, advising on research methodologies to ensure scientific standards. Professor Jaap Seidell and Dr. ir. Annet Roodenburg serve as scientific advisors from this institution.
- Vrije Universiteit AmsterdamcoreProf. dr. ir. Jaap Seidell from VU Amsterdam serves on the Scientific Council, providing expertise on nutrition and health.
- HAS Green AcademycoreDr. ir. Annet Roodenburg from HAS Green Academy serves on the Scientific Council, providing expertise on nutrition and health research.
- FiBL SwitzerlandcoreDr. Christian Schader, Head of Sustainability Group at FiBL Switzerland, serves on the Scientific Council providing sustainability research expertise.
- Royal Swedish Academy of Sciences / Stockholm Resilience CentrecoreDr. Malin Jonell from The Beijer Institute of Ecological Economics at the Royal Swedish Academy of Sciences and Stockholm Resilience Centre serves on the Scientific Council.
- University of BaselcoreProf. dr. Janina Grabs, Associate Professor of Sustainability Research at University of Basel, serves on the Scientific Council.
- WWF NLcorePartner in the Superlist Environment Europe 2026 project. WWF NL participates as a civil society partner in the European benchmarking programme.
- Madre BravacorePartner in Superlist Environment Europe 2026 and co-organiser of the UK Retailer Symposium. Madre Brava is a key advocate for plant-based protein transition.
- ProVeg InternationalcorePartner in Superlist Environment Europe 2026 and Germany 2025. ProVeg International focuses on transforming the food system toward plant-based diets.
- Changing Markets FoundationminorAmbassador partner in Superlist Environment Europe 2026. Changing Markets Foundation supports the benchmarking work as a civil society ambassador.
- The Food Foundation (UK)minorAmbassador partner in Superlist Environment Europe 2026, supporting the UK component of the European benchmarking programme.
- Physicians Association for NutritionminorAmbassador partner in Superlist Environment Europe 2026, bringing medical and nutrition expertise to the programme.
- Réseau Action ClimatminorAmbassador partner in Superlist Environment Europe 2026, representing French climate civil society in the programme.
- RoślinnieJemy (Poland)minorAmbassador partner in Superlist Environment Europe 2026, representing Polish plant-based food advocates.
- Unión Vegetariana EspañaminorAmbassador partner in Superlist Environment Europe 2026, representing Spanish plant-based food advocates.
- Consumentenbond (Netherlands)coreCivil society partner collaborating with Questionmark on multi-buy promotions research, calling for regulation to protect consumers against high food prices and health risks.
- FoodwatchcoreCivil society partner working with Questionmark on multi-buy promotions and responsible marketing advocacy to drive policy change.
- Diabetes FondscoreHealth foundation partner in the Superlist Health Netherlands programme, jointly calling for regulatory measures to improve supermarket food environments.
- Hartstichting (Netherlands Heart Foundation)coreHealth foundation partner in Superlist Health Netherlands, advocating for policy changes to improve food environments and public health outcomes.
- Maag Lever Darm StichtingcoreHealth foundation partner in Superlist Health Netherlands, contributing to advocacy for healthier supermarket food environments.
- Nierstichting (Kidney Foundation Netherlands)coreHealth foundation partner in Superlist Health Netherlands, supporting the call for stronger regulation on supermarket food environments.
- De Gezonde GeneratiecorePartner in Superlist Health Netherlands 2024 and Child Friendly Supermarkets 2025, working to protect children's health in food environments.
- Triodos FoundationcoreCo-funder of the Organic Dairy and Produce in the Supermarket project, providing financial support for Questionmark's work on organic market development.
- Gieskes Strijbis FondscoreCo-funder of the Organic Dairy and Produce in the Supermarket project, supporting Questionmark's organic market transition work.
- SolidaridadcoreProject partner in Superlist Social Belgium & Netherlands 2026, bringing expertise on supply chain sustainability and human rights in agriculture.
- Oxfam NovibcoreProject partner in Superlist Social Belgium & Netherlands 2026 and 2023, focusing on fair pay, workers' rights, and farmer livelihoods in food supply chains.
- RikoltocoreProject partner and EU-Life coordinator for the EU-Supermarkets LIFE project. Rikolto supports sustainable agriculture transitions and is a key civil society partner.
- Fairtrade BelgiumminorAmbassador partner in Superlist Social Belgium & Netherlands 2026, bringing expertise on fair trade standards and certification.
- Oxfam BelgiëminorAmbassador partner in Superlist Social Belgium & Netherlands 2026, contributing expertise on human rights in supply chains in Belgium.
- MilieudefensiecorePartner in Superlist Environment Netherlands 2025, contributing to environmental sustainability benchmarking of Dutch supermarkets.
- Mighty EarthcorePartner in Superlist Environment Netherlands 2023 and 2025, focusing on deforestation and environmental sustainability in food supply chains.
- VegetariërsbondminorAmbassador in Superlist Environment Netherlands 2025, supporting the plant-based protein transition benchmarking.
- European Union (EU-LIFE)coreCo-funder of the EU-Supermarkets LIFE project, providing EU LIFE programme funding to support cross-border supermarket sustainability benchmarking.
- Natuur & MilieucorePartner in Superlist Green Netherlands 2023, contributing environmental sustainability expertise to the benchmarking programme.
- Stichting DoencoreFund in Superlist Green Netherlands 2023 and Superlist Social Netherlands 2023, providing philanthropic funding to support Questionmark's work.
- World Animal ProtectionminorAmbassador partner in Superlist Green Netherlands 2023, supporting animal welfare aspects of the sustainability benchmarking.
- Spronck FoundationminorFund in Superlist Green Netherlands 2023, providing philanthropic funding for the sustainability benchmarking work.
- CE DelftcoreConducts independent research on scenarios for annual growth of blending organic milk with regular milk as part of the organic dairy transition project. CE Delft provides research and advice for sustainable food system development.
- Oxfam BelgiumcorePartner in Superlist Social Belgium 2024, focusing on human rights and fair wages in Belgian supermarket supply chains.
- Albert Schweitzer FoundationcorePartner in Superlist Environment Germany 2025, bringing expertise on animal welfare and sustainability to the German supermarket benchmarking.
- Deutsche UmwelthilfecorePartner in Superlist Environment Germany 2025, providing consulting support for the German supermarket environmental sustainability benchmarking.
- Physicians Association for Nutrition (PAN) GermanycorePartner in Superlist Environment Germany 2025, contributing nutrition and health expertise to the German programme.
- Robin Food CoalitioncoreCivil society coalition collaborating with Questionmark on organic dairy transition, multi-stakeholder dialogues, and protein transition advocacy. Organized a working session with retailers and dairy companies in January 2026.
- GGD AmsterdamcoreCommissioning partner for the Child Friendly Supermarkets 2025 research, which assessed baby and children's food products in Dutch supermarkets.
- Dutch Ministry of Agriculture, Nature and Food Quality (LVVN)coreGovernment ministry working with Questionmark and Robin Food Coalition on organic market development. Minister's kamerbrief (parliamentary letter) explicitly references Questionmark's work and the Benchmark Bio programme.
- Bond Beter Leefmilieu (Belgium)minorAmbassador partner in Superlist Environment Belgium 2026, representing Belgian environmental civil society.
- Bos+ (Belgium)minorAmbassador partner in Superlist Environment Belgium 2026, bringing forest and biodiversity expertise.
- écoconso (Belgium)minorAmbassador partner in Superlist Environment Belgium 2026, representing Belgian sustainable consumption advocates.
- Noaber FoundationcoreFund and partner in Superlist Health Netherlands 2024, providing philanthropic funding for health-focused supermarket benchmarking.
- NatuurmonumentenminorPartner in Superlist Green Netherlands 2021, contributing to biodiversity and nature-inclusive agriculture aspects of the benchmarking.
- Life-IP (Netherlands)minorFund in Superlist Green Netherlands 2021, supporting the biodiversity and sustainability benchmarking programme.
- All4BiodiversityminorFund in Superlist Green Netherlands 2021, providing funding support for biodiversity-related benchmarking work.
- Reformaten (Sweden)minorPartner in Superlist Health Sweden 2022, supporting the healthy food environment benchmarking in Sweden.
- Svenska Postkodstiftelsen (Swedish Postcode Foundation)coreFund in Superlist Health Sweden 2022 and Superlist Environment Sweden 2022, providing philanthropic funding for Swedish supermarket benchmarking.
- WWF SwedencorePartner in Superlist Environment Sweden 2022, bringing sustainability and environmental expertise to the Swedish programme.
- Eating Better (UK)minorPartner in Superlist Environment UK 2022, supporting sustainable and healthy food benchmarking in the UK.
- Share Action (UK)minorPartner in Superlist Health UK 2021, supporting health-focused supermarket benchmarking in the UK.
- Gondola (Belgium)minorPartner in Superlist Environment Belgium 2022, covering Belgian food retail sustainability.
- Rewe Group / BILLA AustriacoreREWE Group presented their protein diversification strategy at the UK Retailer Symposium, sharing best practices on plant-based sales growth as part of their Scope 3 reduction strategy.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Questionmark Foundation competitors and assessment
Company assessmentDirect peers
- IPES-Food (International Panel of Experts on Sustainable Food Systems): International independent think tank producing expert analysis on sustainable food systems. Highly comparable to Questionmark in mission, methodology (evidence-based reports), funding model (philanthropic), and target audiences (policymakers, civil society, EU institutions).
- FAIRR Initiative: Investor-collaborative network focused on ESG risks in protein supply chains. Closely comparable on protein-transition research and retailer benchmarking methodology, serving investors and policymakers.
- Feedback Global: Environmental NGO focused on food-system sustainability, particularly food waste and retail practices. Comparable independent advocacy/research model targeting retailers and policymakers in Europe.
- EAT Foundation: Global non-profit connecting science, policy, and business to transform food systems. Comparable research-and-advocacy operating model and overlap on healthy/sustainable diets and retailer engagement.
- The Food Foundation: UK food-policy think tank producing research and advocacy on healthy and sustainable food environments. Directly comparable as a national food-system research/advocacy organisation; Questionmark is also an active partner on the UK Superlist.
- ProVeg International: International food-awareness organisation working to accelerate the protein transition. Direct peer on plant-based protein advocacy and a partner on Superlist Environment in Germany and Europe 2026.
- Changing Markets Foundation: Independent organisation producing evidence-based campaigns on sustainability and corporate accountability. Directly comparable to Questionmark's Superlist Environment work; active ambassador partner.
- Foodwatch: Independent food advocacy organisation campaigning on supermarket practices, labelling, and consumer protection across Europe. Closely aligned with Questionmark's Superlist and multibuys work; an active civil-society partner.
Broad incumbents
- Friends of the Earth Europe: Largest European environmental advocacy network, working on food systems among many other issues. Comparable in using research and campaigns to influence EU policy and corporate behaviour, though with a much broader environmental mandate.
- Compassion in World Farming: Established international NGO campaigning on farm-animal welfare with broader scope than Questionmark. Comparable in driving corporate-policy change at food retailers through research and advocacy, though its remit extends beyond retail.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Questionmark Foundation social profiles
Digital presenceQuestionmark Foundation financial estimates
Financial estimateRevenue estimate
Valuation estimate
Questionmark Foundation leadership team
Management profileNumber of profiles
Profiles2 records
Questionmark Foundation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Questionmark Foundation M&A and investment
M&A and investmentM&A
Investments
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Frequently asked questions about Questionmark Foundation
What does Questionmark Foundation do?
Questionmark Foundation is an independent non-profit think tank that conducts fact-based research and benchmarking of Europe's largest food retailers on health, environmental sustainability, and human rights. Through its flagship Superlist programme it compares supermarket performance across countries, publishes open-access reports, runs a government-adopted Sustainability Dashboard, and engages civil society and policymakers to drive food system change. The work is funded entirely by philanthropic donations.
Is Questionmark Foundation a public or private company?
Questionmark Foundation is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Questionmark Foundation founded?
Questionmark Foundation was founded in 2013. It employs 1 to 10 people.
Where is Questionmark Foundation based?
Questionmark Foundation is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Questionmark Foundation make money?
Two revenue lines are on record. Philanthropic Donations are the primary driver. The others are EU-LIFE Project Funding.
Who are Questionmark Foundation's main competitors?
Direct peers on record are IPES-Food (International Panel of Experts on Sustainable Food Systems), FAIRR Initiative, Feedback Global, EAT Foundation, The Food Foundation, ProVeg International, Changing Markets Foundation and Foodwatch. Broad incumbents are Friends of the Earth Europe and Compassion in World Farming.
Does Questionmark Foundation have an API?
No public API is recorded for Questionmark Foundation.
What industry is Questionmark Foundation in?
Questionmark Foundation's product category is Sustainability Research and Advocacy Services. Its primary akta.pro industry code is EUABAEAD, Emissions Factors, LCA & Product Carbon Footprint (PCF) Platforms, with a secondary code of BPAGAKAH, International Grantmaking & Development Foundations. Its NAICS code is 813312 and its SIC code is 8731.