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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Esbjerg, L. (2010). Enacting representations of markets in exchange practies in the Danish potato industry. Paper presented at The 26th IMP Conference, 2010, Budapest, Hungary. http://www.imp2010.org/

Verbeke, W., Van Wezemael, L., de Barcellos, M. D., Kügler, J. O., Hocquette, J.-F., Ueland, Ø., Chrysochoidis, G. & Grunert, K. G. (2010). European beef consumers' interest in a beef eating-quality guarantee: Insights from a qualitative study in four EU countries. Appetite, 54(2), 289-296. https://doi.org/10.1016/j.appet.2009.11.013

Verbeke, W., Pérez-Cueto, F. J. A., de Barcellos, M. D., Krystallis, A. & Grunert, K. G. (2010). European citizen and consumer attitudes and preferences regarding beef and pork. Meat Science, 84(2), 284-292. https://doi.org/10.1016/j.meatsci.2009.05.001

de Barcellos, M. D., Kügler, J. O., Grunert, K. G., Van Wezemael, L., Pérez-Cueto, F. J. A., Ueland, Ø. & Verbeke, W. (2010). European consumers' acceptance of beef processing technologies: A focus group study. Innovative Food Science and Emerging Technologies, 11(4), 721-732. https://doi.org/10.1016/j.ifset.2010.05.003

Grunert, K. G. (2010). European consumers' acceptance of functional foods. New York Academy of Sciences. Annals, 1190(1), 166-173. https://doi.org/10.1111/j.1749-6632.2009.05260.x

Van Wezemael, L., Verbeke, W., Kügler, J. O., de Barcellos, M. D. & Grunert, K. G. (2010). European consumers and beef safety: Perceptions, expectations and uncertainty reduction strategies. Food Control, 21(6), 835-844. https://doi.org/10.1016/j.foodcont.2009.11.010

Chrysochou, P. (2010). Food health branding: The role of marketing mix elements and public discourse in conveying a healthy brand image. Journal of Marketing Communications, 16(1-2), 69-85. https://doi.org/10.1080/13527260903342787

Chrysochou, P. (2010). Food health branding: Public discourse and health associations. Aarhus School of Business, Aarhus University, MAPP Centre.

Bech-Larsen, T. & Jensen, B. B. (2010). Food quality assessment in parent-offspring dyads. Paper presented at 4th International European Forum on System Dynamics and Innovation in Food Networks, Bonn, Germany. http://www.fooddynamics.org/

Perez-Cueto, F. J. A., Verbeke, W., de Barcellos, M. D., Kehagia, O., Chryssochoidis, G., Scholderer, J. & Grunert, K. G. (2010). Food-related lifestyles and their association to obesity in five European countries. Appetite, 54(1), 156-162. https://doi.org/10.1016/j.appet.2009.10.001

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Revised 30.03.2026

Merete Elmann