Food Marketing

In today’s rapidly changing competitive environment, food market research is of increasing importance. Whilst food companies can, and should, conduct in-house market research, public funded, pre-competitive, strategic research is still necessary to support an innovative and competitive food industry. To help fulfil this need within Ireland, the Food Marketing Research Unit of AFRC conducts targeted studies of markets and consumer-led developments in Ireland, Europe and internationally. The AFRC food marketing research programme has two broad research themes, one dealing with consumer research - to better understand and predict consumer behaviour - and one dealing with supply chain research - to analyse the behaviour of supply chain actors and chain structures. In addition, one horizontal theme runs across them. This is concerned with supporting technical research colleagues within Teagasc to ensure a high level of market orientation to the Teagasc technical food research programmes, and could encompass consumer and/or supply chain research.

Developing and maintaining a high level of scientific excellence in the research underlies the whole programme of food marketing research. Therefore in implementing the programme, all projects in the Food Marketing Research Unit have either national or international partners, including academic institutions, state and semi-state organisations and commercial companies. The programme is part-funded by the Food Institutional Research Measure (FIRM) of the Department of Agriculture and Food, the European Union, and other institutions, agencies and food companies.

The programme, led by Dr Maeve Henchion, (maeve.henchion@teagasc.ie), is implemented by 10 staff (see more..) and currently involves 10 projects.

More information on:

• Consumer attitudes and behaviour
• Supply chain
• Innovation and technology transfer
• Foodservice/catering
• Food quality and safety
• Animal welfare
• Speciality foods
• Organic
• Related publications