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Questionmark: The Data-Driven Food Disruptor
How a Dutch think tank is weaponizing data to fix a broken food system.
While Silicon Valley chases AI and crypto, a lean 21-person team in the Netherlands is quietly disrupting the €8 trillion global food industry. Questionmark isn't a startup—it's a think tank with the aggression of a scale-up, using radical transparency to force supermarkets to change.
"They don't just publish reports—they weaponize data to shame corporate giants into action."
The Mission: A Food System That Doesn't Kill
Questionmark operates on a simple but brutal premise: the current food system is unsustainable, unjust, and unhealthy. They don't lobby—they investigate. By collecting, analyzing, and publishing hard data on food products, they expose the gap between corporate sustainability claims and reality. Their independence is their armor: no corporate funding, no political leash.
The Traffic Paradox
With 28.5K monthly visits and a global rank of ~1M, Questionmark looks small. But their traffic quality is elite: 66% organic search and 25% direct. That means people are actively seeking them out, not stumbling upon them. Their top keywords—like 'aardbeientaart vomar' or 'jumbo mag soms wel afwijken van het mvo beleid'—reveal a Dutch audience obsessed with supermarket ethics. They own a niche where intent is everything.
The tech stack tells a story of efficiency: Next.js for speed, Tailwind + DaisyUI for rapid iteration, AWS for scale. They move fast, publish faster. Their social presence (Twitter, LinkedIn, Facebook) isn't about vanity metrics—it's a distribution channel for research that travels far beyond their niche.
- Radical Independence: Zero corporate funding means zero compromise.
- Data as a Weapon: They turn complex research into viral, shareable insights.
- Small Team, Massive Impact: 21 people, $2.5M revenue, outsized influence on Dutch supermarkets.
The Unicorn Hiding in Plain Sight
Questionmark proves you don't need a billion-dollar valuation to change the world—you need a spine, a spreadsheet, and the courage to publish the truth.
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Questionmark Foundation | Questionmark Foundation
Think tank for a healthy, sustainable, just and animal friendly food system. Independent research, advice and knowledge dissemination.
Questionmark Foundation
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About thequestionmark.org
Think tank for a healthy, sustainable, just and animal friendly food system. Independent research, advice and knowledge dissemination.
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thequestionmark.org receives approximately 28.5K monthly visitors and ranks #1,085,165 globally. The website has a bounce rate of 55% with visitors viewing an average of 1.5 pages per visit. Users spend an average of 1:08 on the site.
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