Food is humanity’s biggest single challenge – the single biggest cause of ill health in the world, climate change but also the loss of biodiversity. 50% of the world’s population suffers from malnutrition. Obesity costs 2.8% of GDP while food accounts for 25% of CO2. The answer is HBB, Hjext Balanced Behavior, a scalable, digital behavioral system that creates conscious experiences and develops a globally demand-driven healthy and sustainable digital food system. Optimal well-being for the individual, the environment and society. Today’s ultra processed food chain is unsustainable.