Food co-creation: product authenticity and household experiences from farm to fork
12th International MAPP Workshop on Consumer Behaviour and Food Marketing
Hotel Comwell Kongebrogaarden, Middelfart, Denmark
19-20 May 2015

Call for Abstracts
Not only do foods and meals serve the physiological purpose of feeding the body and delivering nutritional value, they also are important elements of how we define ourselves, build social relations and culture.Producers and processors are involving consumers in co-creating new products, while at the same time identity, belongingness, and culture are expressed in foods that are communicated as regional, traditional
and authentic. Consumers build on the ‘stories’ that products narrate in their travelling from local conception to potentially global distribution and incorporate them into their own food purchase decisions:
selecting the type of stores, interacting with the seller, verifying truthfulness of product label information,
developing unique associations about the places these products originate in, and preparing meals that
respect the product-place narratives and at the same time take under consideration the family customised
needs and eating habits.
The 12th International MAPP Workshop on Consumer Behaviour and Food Marketing will focus on producthousehold
co-creation of experiences in shopping for products and preparing meals, and the various
meanings that food authenticity can take in this co-creation process.
Suggested topics include – but are not limited to - the following:
• How consumers are shaping producers’ development of new food products through their activity in
e.g. social media
• The role of storytelling in communicating food quality attributes
• Food producers’ use of authenticity as a guidance in product development and communication
• Consumer interpretations and perceptions of food-related authenticity and the type of associations
developed with the areas of origin
• Consumer reaction to local, regional, traditional or authentic food labels and products
• Consumer reactions to country-of-origin signs in food products
• Consumers’ household co-creation of food experience in preparation, eating and disposal of foods

Workshop Format
The MAPP workshop is an intimate forum, limited to 30 participants. Researchers from academia and
industry present innovative research, meet future collaborators and discuss the latest ideas.
The workshop will be held at Hotel Kongebrogaarden in Middelfart, which can conveniently be reached
from Copenhagen Airport via a direct train service.
Participants are expected to arrive 19 May 2015 for a joint dinner and networking. The workshop takes
place 20 May 2015.
The fee is EUR 500 (DKK 3750) and includes accommodation and all meals. Places are limited to 30
participants. Registration takes place in March 2015 when the programme is ready.

Programme Committee
Athanasios Krystallis Krontalis, Jessica Aschemann-Witzel, Klaus G. Grunert and Merete Elmann are
responsible for the workshop.
Submission Guidelines
The deadline for submission of abstracts is 25 February 2015.
Please submit your abstract to Merete Elmann, me@badm.au.dk. We will confirm all abstracts that are
submitted.
Submissions should include:
• Title
• Author(s)
• Affiliation(s)
• Abstract (up to 350 words)
• Keywords (up to 5)

MAPP
Aarhus University
School of Business and Social Sciences
Bartholins Allé 10
DK-8000 Aarhus C
Web: www.mapp.au.dk