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. & Brunsø, K. (2006). Consumer awareness, perceptions and behaviour towards farmed versus wild fish. In K. J. Thomson & L. Venzi (Eds.), Proceedings of the 95th Seminar of the European Association of Agricultural Economics: The Economics of Aquaculture with respect to Fisheries (pp. 237-251). EAAE. http://www.unitus.it/EAAE_2nd_call/programme.htm

Verbeke, W., Pérez-Cueto, F. J. A. & Grunert, K. (2011). To eat or not to eat pork, how frequently and how varied? Insights from the quantitative Q-PorkChains consumer survey in four European countries. Meat Science, 88(4), 619-626. https://doi.org/10.1016/j.meatsci.2011.02.016

Verbeke, W., Perez-Cueto, F. J., de Barcellos, M. D. & Grunert, K. G. (2013). Pork in good company? Exploratory analysis of side dishes, beverages, foodscapes and individual characteristics. Meat Science, 95(3), 694-698. https://doi.org/10.1016/j.meatsci.2013.02.017

Vaz De Almeida, M. D., Davidson, K., De Morais, C., Marshall, H., Bofill, S., Grunert, K. G., Kozlowska, K., Lacasta, Y., Martines, S., Mattsson-Sydner, Y., Nielsen, H. B., Seltmann, G., Szczecinska, A., Raats, M. & Lumbers, M. (2005). Alcohol consumption in elderly people across European countries: Results from the Food in Later Life project. Ageing International, 30(4), 377-395.

Vassallo, M., Saba, A., Arvola, A., Dean, M., Messina, F., Winkelmann, M., Claupein, E., Lähteenmäki, L. & Shepherd, R. (2009). Willingness to use functional breads: Applying the Health Belief Model across four European countries. Appetite, 52(2), 452-460. https://doi.org/10.1016/j.appet.2008.12.008

Varela, P., De Rosso, S., Ferreira de Moura, A., Galler, M., Phillipe, K., Pickard, A., Rageliene, T., Sick, J., Van Nee, R., Almli, V., Ares, G., Grønhøj, A., Spinelli, S. & van Kleef, E. (2024). Bringing down barriers to children's healthy eating: a critical review of opportunities, within a complex food system. Nutrition Research Reviews, 37(2), 331-351. https://doi.org/10.1017/S0954422423000203

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

Van Wezemael, L., Verbeke, W., Dutra de Barcellos, M., Scholderer, J. & Perez-Cueto, F. (2010). Consumer perceptions of beef healthiness: Results from a qualitative study in four European countries. B M C Public Health, 10(342), 1-10. https://doi.org/10.1186/1471-2458-10-342

Van Wezemael, L., Verbeke, W., Kügler, J. O. & Scholderer, J. (2011). European consumer acceptance of safety-improving interventions in the beef chain. Food Control, 22(11), 1776-1784. https://doi.org/10.1016/j.foodcont.2011.04.017

van Wezemael, L., Ueland, Ø., Rødbotten, R., de Smet, S., Scholderer, J. & Verbeke, W. (2012). The effect of technology information on consumer expectations and liking of beef. Meat Science, 90(2), 444–450. https://doi.org/10.1016/j.meatsci.2011.09.005

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Revised 30.03.2026

Merete Elmann