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World-class research in consumer behaviour

An international review panel of experts has evaluated the MAPP Centre and ranked the centre as a world-leader in consumer behavior research within the food area. Among other things, the MAPP Centre contributes to the research-based policy support provided by DCA – Danish Centre for Food and Agriculture to the Ministry of Environment and Food of Denmark.

2017.11.21 | Lotte Rystedt

Together with the Department of Food Science, the MAPP Centre contributes significant efforts to the research-based policy support provided by Aarhus University to the Danish Veterinary and Food Administration. Photo: Colourbox

The MAPP Centre at Aarhus University is one of the research environments carrying out research tasks in relation to the research-based policy support, which DCA – Danish Centre for Food and Agriculture provides to the Ministry of Environment and Food of Denmark.

The MAPP Centre recently achieved international recognition for its consumer survey efforts within the food area.

The evaluation was performed by a panel consisting of Professor Ulrich Hamm from the University of Kassel (Germany), Professor Richard Shepherd from the University of Surrey (Guildford, UK), and Professor John Stanton from the St. Joseph’s University (Philadelphia, USA). The panel concluded that the MAPP Centre was meeting all of its objectives and has continued to be a leading, if not the leading, institution in the area of food marketing and consumer behaviour globally. The panel also commended the scope of research topics and the interdisciplinary orientation of MAPP’s research.

Interdisciplinary research contributes to policy support

Director Niels Halberg, DCA – Danish Centre for Food and Agriculture, appreciates the recently finished evaluation.

-          DCA is very pleased that the international evaluation confirms and recognizes the excellent quality of MAPP research which contributes significantly to the policy support provided to the Danish Veterinary and Food Administration, says Niels Halberg. In his experience, the Ministry of Environment and Food of Denmark is very interested in consumer knowledge of – and attitudes to – quality foods.  

-          This is an area in which we can draw on MAPP centre competences together with the expertise from the Department of Food Science. We hope to continue utilizing the huge potential found in interdisciplinary collaboration between classic food science at the Department of Food Science and MAPP Centre knowledge on consumer behavior and market analyses within the food area, says Niels Halberg. 

New DCA report from MAPP

The DCA report ”Kostinformation og nye medier – en forundersøgelse om anvendelse og tillid” (Diet information and new media – a pilot study on application and trust) is the most recent example of MAPP Centre contribution to the policy support.

The report takes a closer look at the ways in which the official health recommendations from the authorities may be challenged by the fact that the Danes, to an increasing extent, find knowledge on healthy diets by means of new media such as food blogs and social media; however, the information found here is not always based on evidence.

The report was commissioned by the Danish Veterinary and Food Administration as part of the agreement with Aarhus University on research-based policy support.

Earlier this year, an international assessment from National Taiwan University Ranking placed Aarhus University’s agricultural research as an impressive no. 8 among the universities of the world.


Research-based policy support tasks are initiated by a request from the ministry asking DCA – Danish Centre for Food and Agriculture to examine or elucidate various current topics within food and agriculture. The requested answers form the basis for e.g. legislation as well as answers to questions posed in the Danish Parliament.

Researchers from the Departments of Food Science, Animal Science and Agroecology at Aarhus University contribute their expertise and prepare research-based answers to requests from the ministry within the food and agricultural areas. These departments are part of DCA – Danish Centre for Food and Agriculture; and the MAPP Centre, part of the Aarhus School of Business and Social Sciences, also provides answers to policy support tasks.  

Further information


Niels Halberg

Director, DCA – Danish Centre for Food and Agriculture

E-mail: niels.halberg@icrofs.org

Tel.: 87 15 80 37

Mobile: 29 63 00 93