Challenge

The Flemish Centre for Agro and Fisheries Marketing (VLAM) has developed within Flanders into a marketing knowledge centre that possesses knowledge of the market, continuously monitors consumer behaviour and detects trends. This knowledge is used to support Flemish agriculture, horticulture, fisheries and agri-food and to promote healthy, local and sustainable food among consumers.

Research has shown that consumers attach increasing importance to the origin of their food and need more recognition of local food. The corona crisis has also contributed to this. Applied methods already map consumer preferences and intentions well, but do not yet provide sufficient insight into effective consumer behaviour.

Through innovative market research methods such as a digital concept store, neuromarketing, knowledge graphs, ...., among others, VLAM wishes to better understand and guide consumers towards a healthy, local and sustainable food choice. Methods in a still scientific/conceptual stage are being tested for application on a wider scale. The insights these new techniques can provide into food product recognition and consumer purchasing behaviour are being explored.