Consumers are increasingly critical of producers and retailers, and ask for honest and clear information about how these companies deal with people, animals and the environment. That is a good sign, because we shape the world together with the daily choices we make. The more critical you are, the more alert retailers select products and suppliers, and the more producers will adapt to changing demand. A good independent source for making more informed choices is Questionmark. Vivièna wants to inspire with sustainable chain innovation, and thus positively influence the Superlist of large retailers in the Netherlands.