Workshoppen er arrangeret af MAPP – Centre for Research on Customer Relations in the Food Sector, der hører hjemme på Handelshøjskolen i Århus.

Fra det engelske program:

Healthy eating and marketing of healthier foods are at the forefront of the agenda of most actors in the food chain. Public authorities as well as researchers and company decision makers are currently striving to develop strategies to counteract food related health problems and to profit from the increased interest in healthy eating.

In a European context, the final adoption of the new EU health claim regulation (expected by the end of 2006) will be a potential impetus for an increase in the functional foods market. The use of health claims, however, is but one step towards a solution of food-related health problems. As consumers are reluctant to change their eating habits, it requires development of new behavioural change and marketing strategies and techniques.

The purpose of the 2007 MAPP workshop is to bring together university and company researchers to discuss state-of-the-art knowledge on the barriers and facilitators for healthier eating. The workshop will focus on the themes mentioned below, and we hereby invite abstracts covering topics related to these:

• Consumer perceptions of barriers and facilitators for healthy eating
• Strategies and techniques for behavioural change
• Health claim communication
• Branding and advertising
• Children, seniors and vulnerable target groups
• Product and communication innovation for healthier foods