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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Sonne, A.-M., Harmsen, H. & Jensen, B. B. (2002). Deriving future oriented research and competence requirements based on scenarios. Paper presented at Probing the Future: Developing Organisational Foresight in the Knowledge Economy, Glasgow, United Kingdom.

Grunert, K. G., Skytte, H., Esbjerg, L., Poulsen, C. S. & Hviid, M. (2002). Dokumenteret kødkvalitet: Slutrapport.

Brunsø, K. & Stacey, J. (2002). Er forbrugerne uforudsigelige? Nyhedsbrev til pressen fra Handelshøjskolen i Århus, (3).

Grunert, K. G., Bredahl, L. & Scholderer, J. (2002). Færdigfedning af slagtekøer: Slutrapport fra forbrugerundersøgelsen. Aarhus School of Business, Aarhus University, MAPP Centre.

Stacey, J., Brunsø, K. & Andersen, L. S. (2002). 'Food for thought': New MBA with focus on the food sector at Aarhus School of Business. In J. Stacey & L. Schreiber (Eds.), Annual report 2002 (pp. 5). Aarhus School of Business, MAPP Centre.

Esbjerg, L. (2002). Food retailing in Central Europe and the Baltic Republics: Structure and buying behaviour. The European Retail Digest, 33(-), 49-51.

Harmsen, H., Sonne, A.-M. & Jensen, B. B. (2002). Future impact of new technologies: Three scenarios, their competence gaps and research implications. Paper presented at 6th International Conference on Agricultural Biotechnologies: New Avenues for Production, Consumption and Technology Transfer, Ravaello, Italy.

Grunert, K. G., Bredahl, L. & Scholderer, J. (2002). Genmodificering af fødevarer: Nej tak. In FØTEK særnummer (pp. 10-13). Rhodos.

Stacey, J. (2002). Hollandske MBA-studerende på besøg i Århus. Nyhedsbrev til pressen fra Handelshøjskolen i Århus, (9).

Brunsø, K. (2002). Hvad tror forbrugeren om BSE, CLA, transfedtsyrer og andre nye "påfund". Bovilogisk, (3), 24-25.

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Merete Elmann