MAPP Centre

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.

VR Retail lab - part of FOODHAY project

The MAPP Centre and the Commercial and Retail Management group have jointly developed the
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.

Nordic-Baltic consumer sustainability understanding in a food context

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:

Citizen-consumer understanding of upcycling in the food system

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:

Biotech meets the consumer plate: When microbes make food - what do consumers think about precision fermentation?

From biotech breakthroughs to future foods, the EIT Food project "Precision Fermentation: From Biotechnology to Sustainable Nutrition" explored how consumers understand this emerging technology and its potential for sustainable nutrition.

Watch the video to discover what consumers really think , and what the project revealed.

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MAPP publications

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Stancu, V. & Lähteenmäki, L. (2018). Consumer food waste in Denmark. DCA - Nationalt Center for Fødevarer og Jordbrug. DCA rapport No. 118 http://web.agrsci.dk/djfpublikation/index.asp?action=show&id=1258

Zhu, B., Habisch, A. & Thøgersen, J. (2018). The Importance of Cultural Values and Trust for Innovation: A European Study. International Journal of Innovation Management, 22(2), 1-28. Article 1850017. https://doi.org/10.1142/S1363919618500172

Bech-Larsen, T., Mørk, T. & Bundgaard, L. (2018). Future Outlooks: Nordic Gastronomy in Food Marketing and Catering. In E. B. Veslemøy Andersen & G. Wirtanen (Eds.), Nutritional and health aspects of food in Nordic countries (pp. 245-255). Elsevier. https://doi.org/10.1016/B978-0-12-809416-7.00011-1

Ares, G., Aschemann-Witzel, J., Curutchet, M. R., Antúnez, L., Moratorio, X. & Bove, I. (2018). A citizen perspective on nutritional warnings as front-of-pack labels: Insights for the design of accompanying policy measures. Public Health Nutrition, 21(18), 3450-3461. https://doi.org/10.1017/S1368980018002045

Lähteenmäki, L. & Jacobsen, L. (2018). Active Weight Maintainers: Successful dieters or those trying to prevent weight gain?. Poster session presented at ISBNPA 2018: International Society of Behavioural Nutrition and Physical Activity, Hong Kong, China.

Schnettler, B., Grunert, K. G., Lobos, G., Miranda-Zapata, E., Denegri, M., Ares, G. & Hueche, C. (2018). A latent class analysis of family eating habits in families with adolescents. Appetite, 129, 37-48. https://doi.org/10.1016/j.appet.2018.06.035

Zuliani, A., Esbjerg, L., Grunert, K. G. & Bovolenta, S. (2018). Animal Welfare and Mountain Products from Traditional Dairy Farms: How Do Consumers Perceive Complexity? Animals, 8(11), Article 207. https://doi.org/10.3390/ani8110207

Winkens, L. H. H., van Strien, T., Brouwer, I. A., Penninx, B. W. J. H., Visser, M. & Lähteenmäki, L. (2018). Associations of mindful eating domains with depressive symptoms and depression in three European countries. Journal of Affective Disorders, 228, 26-32. https://doi.org/10.1016/j.jad.2017.11.069

Machín, L., Aschemann-Witzel, J., Patiño, A., Moratorio, X., Bandeira, E., Curutchet, M. R., Martínez, J., Bove, I., Molina, V., Giménez, A. & Ares, G. (2018). Barriers and Facilitators to Implementing the Uruguayan Dietary Guidelines in Everyday Life: A Citizen Perspective. Health Education & Behavior, 45(4), 511-523. https://doi.org/10.1177/1090198117744243

Jaeger, S. R., Machín, L., Aschemann-Witzel, J., Antúnez, L., Harker, F. R. & Ares, G. (2018). Buy, eat or discard? A case study with apples to explore fruit quality perception and food waste. Food Quality and Preference, 69, 10-20. https://doi.org/10.1016/j.foodqual.2018.05.004

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Revised 30.03.2026

Merete Elmann