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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Grunert, K. G. (2001). Færdigfedning af slagtekøer: Rapport fra en forbrugerundersøgelse.

Grunert, K. G., Brunsø, K., Bredahl, L. & Bech, A. C. (2001). Food-related lifestyle: A segmentation approach to European food consumers. In L. J. Frewer, E. Risvik & H. Schifferstein (Eds.), Food, People and Society: A European Perspective of Consumers' Food Choices (pp. 211-230). Springer.

Reid, M., Li, E., Bruwer, J. & Grunert, K. G. (2001). Food-related lifestyles in a cross-cultural context: Comparing Australia with Singapore, Britain, France and Denmark. Journal of Food Products Marketing, 7(4), 57-75.

Skytte, H. & Blunch, N. J. (2001). Food retailers' buying behaviour: An analysis in 16 European countries. Journal on Chain and Network Science, 1(2), 133-145.

Esbjerg, L. (2001). Food retailers' buying behaviour: A sensemaking perspective - Preliminary thoughts. In A. Chikán (Ed.), Purchasing and Supply Topics at the Turn of the Millenium. 3 (pp. 11-28). IFPMM Publications.

Poulsen, C. S. (2001). Forbrugerklager: Tilbøjelighed og adfærd. Facts, 16, 3-5.

Stacey, J. (2001). Forskning i produktudvikling, afsætning og distribution af fødevarer. Poster session presented at LMC Congress.

Jørgensen, M. S., Hansen, M. W., Sonne, A.-M., Harmsen, H. & Jensen, B. B. (2001). Fremtiden skal planlægges. Plus Proces, 8(7), 4-7.

Jensen, B. & Harmsen, H. (2001). Implementation of success factors in new product development: The missing link. European Journal of Innovation Management, 4(1), 37-52.

Jensen, B. B. (2001). Industrimad år 2010. Levnedsmiddelbladet, 39(7), 12-14.

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Revised 30.03.2026

Merete Elmann