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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Verbeke, W., Sioen, I., Brunsø, K., De Henauw, S. & Van Camp, J. (2007). Consumer perception versus scientific evidence of farmed and wild fish: Exploratory insights from Belgium. Aquaculture International, 15(2, apr), 121-136. https://doi.org/10.1007/s10499-007-9072-7

Verbeke, W., Pieniak, Z., Brunsø, K., Scholderer, J. & Olsen, S. O. (2008). Targeting seafood information for consumer well-being. In SEAFOODplus book of abstracts (pp. 22-22). SEAFOODplus. http://www.lmc.dk/fileadmin/documents/SEAFOODplus_Conference_2008_programme_170308.pdf

Verbeke, W., Pieniak, Z., Brunsø, K., Scholderer, J. & Olsen, S. O. (2008). Evaluating consumer information needs. In T. Børresen (Ed.), Improving Seafood Products for the Consumers (pp. 63-84). British Welding Research Association. http://www.woodheadpublishing.com/EN/book.aspx?bookID=905#sec1

Verbeke, W., Van Wezemael, L., de Barcellos, M. D., Kügler, J. O. & Grunert, K. G. (2009). Consumer perception of beef safety. In G. Duffy & G. J. Nychas (Eds.), Proceedings of the International Conference on "Advancing Beef Safety through Research and Innovation" (pp. 15-16). Teagasc, Ashtown Food Research Centre. http://www.teagasc.ie/publications/2009/prosafebeefProceedings09.pdf

Verbeke, W., Scholderer, J. & Lähteenmäki, L. (2009). Consumer appeal of nutrition and health claims in three existing product concepts. Appetite, 52(3), 684-692. https://doi.org/10.1016/j.appet.2009.03.007

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

Verbeke, W., Scholderer, J. & Lähteenmäki, L. (2009). Consumer interest in different combinations of carrier product, functional ingredient and nutrition and health claims. Poster session presented at 8th Pangborn Sensory Science Symposium, Florence, Italy. http://events.linkedin.com/8th-Pangborn-Sensory-Science-Symposium/pub/74602

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., Frewer, L. J., Scholderer, J. & De Brabander, H. F. (2007). Why consumers behave as they do with respect to food safety and risk information. Analytica Chimica Acta, 586(1-2), 2-7. http://www.sciencedirect.com/science?_ob=MImg&_imagekey=B6TF4-4KJ6KN5-5-1&_cdi=5216&_user=745831&_orig=search&_coverDate=03%2F14%2F2007&_sk=994139998&view=c&wchp=dGLbVzW-zSkzk&md5=00ccb3e28a04eb2f7fc2bccb1a39a080&ie=/sdarticle.pdf

Verbeke, W., Vermeir, I. & Brunsø, K. (2007). Consumer evaluation of fish quality as basis for fish market segmentation. Food Quality and Preference, 18(4, jun), 651-661. https://doi.org/10.1016/j.foodqual.2006.09.005

Displaying results 41 to 50 out of 1644

Revised 30.03.2026

Merete Elmann