This study analyzes the sustainability of the retail supply chain. The paper shows the integration of Artificial Intelligence (AI) with Mind Genomics to understand how ordinary people think about food sustainability. The combination reveals how people think about the topic, from the point of view of what information regarding sustainability in retail is attractive to the ordinary person, what information is believable, and finally, the nature of different ways of thinking about sustainability in retail, namely mindsets. The paper closes with the PVI (personal viewpoint identifier) evaluation.