Questionmark Foundation

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.

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

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

• Food system research
• Supermarket benchmarking
• Sustainability think tank
• Retail policy advocacy
• Civil society research

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. 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.
2. 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

Core 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

Named customers9 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

59 partnerships are on record, tiered core and minor.

• Wageningen UniversitycoreStrategic or Co-development PartnerMember 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 AmsterdamcoreStrategic or Co-development PartnerProf. dr. ir. Jaap Seidell from VU Amsterdam serves on the Scientific Council, providing expertise on nutrition and health.
• HAS Green AcademycoreStrategic or Co-development PartnerDr. ir. Annet Roodenburg from HAS Green Academy serves on the Scientific Council, providing expertise on nutrition and health research.
• FiBL SwitzerlandcoreStrategic or Co-development PartnerDr. 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 CentrecoreStrategic or Co-development PartnerDr. 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 BaselcoreStrategic or Co-development PartnerProf. dr. Janina Grabs, Associate Professor of Sustainability Research at University of Basel, serves on the Scientific Council.
• WWF NLcoreStrategic or Co-development PartnerPartner in the Superlist Environment Europe 2026 project. WWF NL participates as a civil society partner in the European benchmarking programme.
• Madre BravacoreStrategic or Co-development PartnerPartner 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 InternationalcoreStrategic or Co-development PartnerPartner in Superlist Environment Europe 2026 and Germany 2025. ProVeg International focuses on transforming the food system toward plant-based diets.
• Changing Markets FoundationminorStrategic or Co-development PartnerAmbassador partner in Superlist Environment Europe 2026. Changing Markets Foundation supports the benchmarking work as a civil society ambassador.
• The Food Foundation (UK)minorStrategic or Co-development PartnerAmbassador partner in Superlist Environment Europe 2026, supporting the UK component of the European benchmarking programme.
• Physicians Association for NutritionminorStrategic or Co-development PartnerAmbassador partner in Superlist Environment Europe 2026, bringing medical and nutrition expertise to the programme.
• Réseau Action ClimatminorStrategic or Co-development PartnerAmbassador partner in Superlist Environment Europe 2026, representing French climate civil society in the programme.
• RoślinnieJemy (Poland)minorStrategic or Co-development PartnerAmbassador partner in Superlist Environment Europe 2026, representing Polish plant-based food advocates.
• Unión Vegetariana EspañaminorStrategic or Co-development PartnerAmbassador partner in Superlist Environment Europe 2026, representing Spanish plant-based food advocates.
• Consumentenbond (Netherlands)coreStrategic or Co-development PartnerCivil society partner collaborating with Questionmark on multi-buy promotions research, calling for regulation to protect consumers against high food prices and health risks.
• FoodwatchcoreStrategic or Co-development PartnerCivil society partner working with Questionmark on multi-buy promotions and responsible marketing advocacy to drive policy change.
• Diabetes FondscoreStrategic or Co-development PartnerHealth foundation partner in the Superlist Health Netherlands programme, jointly calling for regulatory measures to improve supermarket food environments.
• Hartstichting (Netherlands Heart Foundation)coreStrategic or Co-development PartnerHealth foundation partner in Superlist Health Netherlands, advocating for policy changes to improve food environments and public health outcomes.
• Maag Lever Darm StichtingcoreStrategic or Co-development PartnerHealth foundation partner in Superlist Health Netherlands, contributing to advocacy for healthier supermarket food environments.
• Nierstichting (Kidney Foundation Netherlands)coreStrategic or Co-development PartnerHealth foundation partner in Superlist Health Netherlands, supporting the call for stronger regulation on supermarket food environments.
• De Gezonde GeneratiecoreStrategic or Co-development PartnerPartner in Superlist Health Netherlands 2024 and Child Friendly Supermarkets 2025, working to protect children's health in food environments.
• Triodos FoundationcoreStrategic or Co-development PartnerCo-funder of the Organic Dairy and Produce in the Supermarket project, providing financial support for Questionmark's work on organic market development.
• Gieskes Strijbis FondscoreStrategic or Co-development PartnerCo-funder of the Organic Dairy and Produce in the Supermarket project, supporting Questionmark's organic market transition work.
• SolidaridadcoreStrategic or Co-development PartnerProject partner in Superlist Social Belgium & Netherlands 2026, bringing expertise on supply chain sustainability and human rights in agriculture.
• Oxfam NovibcoreStrategic or Co-development PartnerProject partner in Superlist Social Belgium & Netherlands 2026 and 2023, focusing on fair pay, workers' rights, and farmer livelihoods in food supply chains.
• RikoltocoreStrategic or Co-development PartnerProject partner and EU-Life coordinator for the EU-Supermarkets LIFE project. Rikolto supports sustainable agriculture transitions and is a key civil society partner.
• Fairtrade BelgiumminorStrategic or Co-development PartnerAmbassador partner in Superlist Social Belgium & Netherlands 2026, bringing expertise on fair trade standards and certification.
• Oxfam BelgiëminorStrategic or Co-development PartnerAmbassador partner in Superlist Social Belgium & Netherlands 2026, contributing expertise on human rights in supply chains in Belgium.
• MilieudefensiecoreStrategic or Co-development PartnerPartner in Superlist Environment Netherlands 2025, contributing to environmental sustainability benchmarking of Dutch supermarkets.
• Mighty EarthcoreStrategic or Co-development PartnerPartner in Superlist Environment Netherlands 2023 and 2025, focusing on deforestation and environmental sustainability in food supply chains.
• VegetariërsbondminorStrategic or Co-development PartnerAmbassador in Superlist Environment Netherlands 2025, supporting the plant-based protein transition benchmarking.
• European Union (EU-LIFE)coreStrategic or Co-development PartnerCo-funder of the EU-Supermarkets LIFE project, providing EU LIFE programme funding to support cross-border supermarket sustainability benchmarking.
• Natuur & MilieucoreStrategic or Co-development PartnerPartner in Superlist Green Netherlands 2023, contributing environmental sustainability expertise to the benchmarking programme.
• Stichting DoencoreStrategic or Co-development PartnerFund in Superlist Green Netherlands 2023 and Superlist Social Netherlands 2023, providing philanthropic funding to support Questionmark's work.
• World Animal ProtectionminorStrategic or Co-development PartnerAmbassador partner in Superlist Green Netherlands 2023, supporting animal welfare aspects of the sustainability benchmarking.
• Spronck FoundationminorStrategic or Co-development PartnerFund in Superlist Green Netherlands 2023, providing philanthropic funding for the sustainability benchmarking work.
• CE DelftcoreStrategic or Co-development PartnerConducts 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 BelgiumcoreStrategic or Co-development PartnerPartner in Superlist Social Belgium 2024, focusing on human rights and fair wages in Belgian supermarket supply chains.
• Albert Schweitzer FoundationcoreStrategic or Co-development PartnerPartner in Superlist Environment Germany 2025, bringing expertise on animal welfare and sustainability to the German supermarket benchmarking.
• Deutsche UmwelthilfecoreStrategic or Co-development PartnerPartner in Superlist Environment Germany 2025, providing consulting support for the German supermarket environmental sustainability benchmarking.
• Physicians Association for Nutrition (PAN) GermanycoreStrategic or Co-development PartnerPartner in Superlist Environment Germany 2025, contributing nutrition and health expertise to the German programme.
• Robin Food CoalitioncoreStrategic or Co-development PartnerCivil 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 AmsterdamcoreStrategic or Co-development PartnerCommissioning 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)coreStrategic or Co-development PartnerGovernment 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)minorStrategic or Co-development PartnerAmbassador partner in Superlist Environment Belgium 2026, representing Belgian environmental civil society.
• Bos+ (Belgium)minorStrategic or Co-development PartnerAmbassador partner in Superlist Environment Belgium 2026, bringing forest and biodiversity expertise.
• écoconso (Belgium)minorStrategic or Co-development PartnerAmbassador partner in Superlist Environment Belgium 2026, representing Belgian sustainable consumption advocates.
• Noaber FoundationcoreStrategic or Co-development PartnerFund and partner in Superlist Health Netherlands 2024, providing philanthropic funding for health-focused supermarket benchmarking.
• NatuurmonumentenminorStrategic or Co-development PartnerPartner in Superlist Green Netherlands 2021, contributing to biodiversity and nature-inclusive agriculture aspects of the benchmarking.
• Life-IP (Netherlands)minorStrategic or Co-development PartnerFund in Superlist Green Netherlands 2021, supporting the biodiversity and sustainability benchmarking programme.
• All4BiodiversityminorStrategic or Co-development PartnerFund in Superlist Green Netherlands 2021, providing funding support for biodiversity-related benchmarking work.
• Reformaten (Sweden)minorStrategic or Co-development PartnerPartner in Superlist Health Sweden 2022, supporting the healthy food environment benchmarking in Sweden.
• Svenska Postkodstiftelsen (Swedish Postcode Foundation)coreStrategic or Co-development PartnerFund in Superlist Health Sweden 2022 and Superlist Environment Sweden 2022, providing philanthropic funding for Swedish supermarket benchmarking.
• WWF SwedencoreStrategic or Co-development PartnerPartner in Superlist Environment Sweden 2022, bringing sustainability and environmental expertise to the Swedish programme.
• Eating Better (UK)minorStrategic or Co-development PartnerPartner in Superlist Environment UK 2022, supporting sustainable and healthy food benchmarking in the UK.
• Share Action (UK)minorStrategic or Co-development PartnerPartner in Superlist Health UK 2021, supporting health-focused supermarket benchmarking in the UK.
• Gondola (Belgium)minorStrategic or Co-development PartnerPartner in Superlist Environment Belgium 2022, covering Belgian food retail sustainability.
• Rewe Group / BILLA AustriacoreStrategic or Co-development PartnerREWE 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

Direct 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

• LinkedInlinkedin.com/company/foundation-questionmark

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

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Frequently asked questions about Questionmark Foundation