About Us

Who We Are

The Food Market Research Hub is a research center within Ghent University’s Department of Agricultural Economics. Our work focuses on understanding the decision-making processes of consumers, businesses, policy makers, and other stakeholders in the agri-food sector.

We apply an interdisciplinary approach to explore:
How consumers make food choices—influenced by taste, emotions, habits, health and sustainability concerns.
How businesses and policymakers decide on food innovations—from adopting new technologies to shaping market strategies and regulations.
How the food industry can enhance product appeal, market acceptance, health and sustainability through data-driven insights and research.

Our Mission

We aim to:
Bridge the gap between consumer behavior, food innovation, marketing and policy actions.
Support sustainable, nutritious, and appealing food solutions.
Help businesses and policymakers make informed, evidence-based decisions.

By actively engaging with industry partners, researchers, policymakers, and consumers—following the quadruple helix model—we generate insights that drive a more sustainable, innovative, and consumer-centric food system. Through this collaborative approach, we bridge the gap between science, policy, business, and society, ensuring that food innovations align with both market needs and societal expectations.

📌 Want to collaborate? Let’s explore the future of food together!