Our food environment is very unhealthy. So far, individual measures have not been sufficient to make this environment healthier. One major challenge is that the profitability of unhealthy products is deeply ingrained in our economic system. Transition theory suggests that to overcome this, we must first create a shared vision and mission: what does a healthy, economically viable food environment look like? In this project, we apply transition theory to develop a vision, together with stakeholders in the supermarket chain and consumer organizations, for a supermarket revenue model that also promotes public health.