The MAPP Centre at Aarhus University fosters a dynamic educational and research environment focused on the development, marketing, and distribution of foods, as well as the societal impact of the food sector. The Centre conducts research to gain insights into consumer perceptions and behaviors within the agricultural and food systems, analyzing stakeholder interactions within the food, drink, and related services sectors. Additionally, it provides implications for industry practices and public policy. The MAPP Centre, in collaboration with the Commercial and Retail Management group, has developed a Virtual Reality Retail lab funded by FOODHAY, the Food and Health Open Laboratory initiated by the Ministry of Higher Education and Science. Recent studies include an examination of food sustainability understanding in the Nordic-Baltic region through a comprehensive survey aimed at creating a European labelling framework. The findings are documented in a report and an explanatory video. Moreover, in the PlantPro project, the Centre investigated citizen-consumer perceptions of "upcycling" in food products and the public's reactions to precision fermentation and its use in food production.
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