With obesity, diabetes and other chronic diseases on the rise, experts argued that our food environment often nudges consumers towards unhealthy options. From product placement and promotions to marketing strategies, unhealthy choices are frequently the most visible and convenient.

The discussion highlighted both grassroots initiatives and industry efforts. Amsterdam GP Iris de Ridder shared her plans for a community-run supermarket focused on affordable, healthy food, while Jorrit Vervoordeldonk from online supermarket Picnic explained how technology can encourage healthier purchasing decisions. Yet participants agreed that individual organisations cannot solve the problem alone.

Researcher Elke Godden (Amsterdam UMC) stressed that lasting change requires cooperation across the entire food system, while still preserving consumer autonomy. The challenge is not removing choice, but creating an environment where healthy choices are just as easy—and attractive—as unhealthy ones.

The conversation sparked a wide range of ideas and raised an important question: if everyone agrees something needs to change, what is holding us back?