The MAPP Centre does research that generates insight into customer behaviour in the area of food and drink, and to analyse the implications of such insight for industry and public policy. For industry, insight into customer behaviour is a major input in market-oriented product development, which is widely accepted to be a cornerstone in attempts to attain and sustain future competitiveness, and it is also a decisive ingredient in the development and implementation of sustainable business strategies and corresponding competence development. For public policy, insight into the determinants of food choice and consumption habits is an important basis for the development of policies that address public concerns in the areas of food choice, health and nutrition, and sustainability.