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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Skytte, H. (2010). Relationships between Danish food producers and retail chains in four countries. Paper presented at 9th Wageningen International Conference on Chain and Network Management, Wageningen, Netherlands. http://www.chainconference.wur.nl/

Chrysochou, P. & Krystallis, A. (2010). Repertoire and frequency of consumption in wine: Are heavy buyers more loyal to product attributes?. Paper presented at 39th EMAC Conference: The Six Senses - The Essentials of Marketing, Copenhagen, Denmark. http://www.emac2010.org/userfiles/file/2010%20EMAC%20Conference_Proceedings.pdf

Grunert, K. G. (2010). Research on consumer reactions to nutrition labelling (FLABEL). Abstract from II World Congress of Public Health Nutrition, I Latinamerican Congress of Community Nutrition, Porto, Portugal.

Grunert, K. (2010). Risk communication: Lessons learned in Europe from the BSE example. Abstract from China International Food Safety & Quality Conference + Expo 2010, Shanghai, China. http://www.chinafoodsafety.com/index.htm

Stacey, J. R. (2010). Scenarier for Dansk Mejeribrug mod år 2020. Maelkeritidende, 123(2), 4-6. http://www.maelkeritidende.dk/mt/mt2010/MT2-2010.pdf

Chrysochou, P., Askegaard, S., Grunert, K. G. & Kristensen, D. B. (2010). Social discourses of healthy eating: A market segmentation approach. Appetite, 55(2), 288-297. https://doi.org/10.1016/j.appet.2010.06.015

Skytte, H. (2010). Social entities in a food supply chain. Paper presented at 4th Workshop on Market Driven Supply Chains, Brussels, Belgium. http://www.eiasm.org/userfiles/file/SupplyChainProgramme.docx

Ormrod, R. P. & Henneberg, S. C. (2010). Strategic political postures and political market orientation: Towards an integrated concept of political marketing strategy. Journal of Political Marketing, 9(4), 294–313. https://doi.org/10.1080/15377857.2010.518106

Aschemann-Witzel, J. (2010). Successful health-related food-marketing: An analysis of famous and emerging cases in the EU. Paper presented at Conference of the Biofach Fair 2010, Nuremberg, Germany.

Nørgaard, M. K., Stacey, J. R. & Aschemann-Witzel, J. (2010). Sunde og velsmagende fødevarer til hele familien. Plus Proces, 3(24), 16-17.

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