Aarhus, Denmark

University of Aarhus (AU, Denmark) is represented in the EURRECA Network of Excellence by MAPP, the centre for research on customer relations in the food sector, which carries out research on the development, marketing and distribution of foods.

Participating in Integrating Activities 1 and 2, MAPP’s role as a partner in EURRECA is to contribute knowledge on consumer and business research. MAPP has 16 years experience of research into food marketing, including areas such as consumer behaviour and product development management.

MAPP’s knowledge of consumer behaviour in relation to food products is useful for IA1 which focuses on understanding how consumer and other stakeholders process nutritional information. For IA2, MAPP is mainly involved in Task 1, where the overall objective is to assess the use of dietary guidelines by SMEs.

Website: www.mapp.asb.dk