Welcome to the MAPP Centre – Research on Value Creation in the Food Sector for Consumers, Industry and Society.
We conduct research that generates insights into people´s perception and behaviour in the agricultural and food system. We study behaviour of stakeholders, customers, and citizen-consumers in the area of food, drink and related services and sectors, and develop implications for industry and public policy.
The MAPP Centre and the Commercial and Retail Management group have jointly developed a VR Retail lab. This was funded by FOODHAY - FOODHAY is the Food and Health Open Laboratory, funded by the Ministry of Higher Education and Science.
Four colleagues of the MAPP Centre have studied Food sustainability understanding in the Nordic-Baltic region, through a representative, cross-country survey, to serve as a basis for a labelling framework in Europe. The report can be found here https://pub.norden.org/temanord2023-530/ - or see this video for a breakdown of core findings:
In the PlantPro project, MAPP Centre has amongst others explored citizen-consumer understanding and perception of ‘upcycling’ as a concept and through the resulting products. See how this was done, and a glimpse of the reasons and reactions, in this video: