How can supermarkets make healthy, sustainable, and fair, the easy choice for your shopping basket? This is Lara Sibbings mission at Questionmark: the European think tank for responsible retail in food. As public and corporate affairs manager, Lara is in charge of Questionmarks exclamation mark: translating data-driven research into impact on the ground. By fostering collaborations and regulations, Questionmark supports supermarkets and A-brands to create impact in boardrooms, stores, and shopping baskets. With a background both in agrifood and in policy and communication, Lara combines technical knowledge on food system issues with knowledge on decision-making and persuasion. A combination that is crucial for changing the retail food game.