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Bioactive plant compounds, and particularly polyphenols, have established health properties that contribute to the prevention of cardiometabolic diseases. However, the efficacy of these compounds to prevent disease development differs between individuals, which means that consumption of plant-based foods will benefit some more than others. The EU-funded COST Action FA1403-POSITIVe aims to identify the main factors underlying inter-individual differences in efficacy, and to develop innovative strategies to help the industry to work with this variability to improve customers health.