Markedsføring af wellness i fødevaresektoren
1. december 2016 i Aarhus

Welcome to the MAPP Centre – Research on Value Creation in the Food Sector for Consumers, Industry and Society

We do research on the development, marketing and distribution of foods and the societal impact of the food sector. Come back for news on our research, new publications and events.

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MAPP-Konference: Markedsføring af wellness i fødevaresektoren

Sund spisning lyder for mange som noget med næringsstoftabeller, kedelig mad og løftede pegefingre. Men det er meget mere end det.

I de seneste år vi set en udvikling, hvor god mad ikke bare betyder, at maden skal smage godt — forbrugeren skal også have fornemmelsen af, at han/hun gør noget godt for sig selv. Trenden hedder wellness — inden for fødevarer.

MAPP-konferencen finder sted i Aarhus den 1. december. Sidste frist for tilmelding er den 15. november.

Du kan læse mere om program og tilmelding her

Video from CLYMBOL Conference

Researchers have worked on the CLYMBOL project for four years (2012-2016) and presented their final results during a stakeholder conference in June 2016. This video is a short summary of the main findings and how they were discussed by European stakeholders from the Commission, the food industry, consumer representatives and food law experts.

Nordic Retail and Wholesale Conference 2016

We are happy to announce that the 5th NRWC will take place on 9-10 November 2016 in Aarhus, Denmark. A Doctoral Colloquium will be held on the day before the conference.
The deadline for registration and submission of full papers is 15 September.
Read more about the conference

Nordic Conference on Consumer Research 2016

The 4th Nordic Conference on Consumer Research took place 18-19 May 2016 and was hosted by the Department of Management at Aarhus University.

We thank all participants for joining us in Aarhus, sharing their research and contributing to the great atmosphere at the conference.

See photos from the event at

MAPP Publications

Recently published Peer-reviewed Journal Articles


2016.10.03 | Research news

New research: Danish organic products unknown to German consumers

Germany is the most important export market for Danish organic products, but now a new study shows that German consumers are largely unfamiliar with Danish organic products. This has consequences for the Danish export strategy for the German market, explains Professor John Thøgersen from Aarhus BSS at Aarhus University.

2016.09.12 | Research news

Special issue on ‘Consumer behaviour in a changing world’ in Appetite

Klaus G. Grunert is editor of Special issue on ‘Consumer behaviour in a changing world - Selected papers from the AAEA/EAAE joint seminar in Naples’

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Revised 13.10.2016