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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Wadolowska, L., Danowska-Oziewicz, M., Niedzwiedzka, E., Slowinska, M. A., Lumbers, M., Raats, M. & Nielsen, N. A. (2006). Food patterns of Polish older people. Polish Journal of Environmental Studies, 15(2a), 885-894.

Skytte, H. (2006). Food producers' product development: With regard to the requirements of retail chains. Paper presented at 13th International Product Development Management Conference, Milan, Italy.

Søndergaard, H. A. & Jørgensen, B. (2006). Forbrugerholdninger til enzymer i fødevarer. Plus Proces, 20(11), 12.

Jensen, B. B. (2006). Forbrugernes prisviden før, under og efter butiksbesøget: Hvilken prisviden er forbrugerne i besiddelse af før, under og efter køb af dagligvarer og hvad kan forklare forskelle i forbrugernes prisviden? Aarhus School of Business, MAPP Centre.

Grunert, K. G. (2006). Future trends and consumer lifestyles with regard to meat consumption. Meat Science, 74(1), 149-160.

Grunert, K. G. (2006). Future trends and consumer lifestyles with regard to meat consumption. Paper presented at 52nd International Congress of Meat Science and Technology, Dublin, Ireland.

Scholderer, J., Brunsø, K., Olsen, S. O., Pieniak, Z. & Verbeke, W. (2006). Go East: Differences between Poland and Western European countries in the motivational structures underlying seafood consumption. Abstract from 13th Biennial Conference of the International Institute of Fisheries Economics and Trade, Portsmouth, UK.

Grunert, K. G. (2006). How changes in consumer behaviour and retailing affect competence requirements for food producers and processors. Economia Agraria y Recursos Naturales, 6(11), 3-22.

Grunert, K. G. (2006). Hvordan ser den ost ud, som De ikke ved, De vil elske om to år? Boersen, 11.

Grunert, K. G. (2006). Innovation i fødevaresektoren: En tværfaglig opgave. MoMentum, 4. årgang(1), 28-30.

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Revised 30.03.2026

Merete Elmann