Directorship for professor Koert van Ittersum within Dutch top sector Agri & Food

FEB Professor of Marketing and Consumer Well-Being Koert van Ittersum has been appointed as director of fundamental research on consumer & supply chain within the Dutch top sector Agri & Food.

‘Top sectors’ are areas in which the Netherlands excels globally, and in which the Dutch government wants to stimulate continuous innovation to maintain this excellence. The top sector Agri & Food stimulates the development of new knowledge and innovations about food. In order to achieve this goal, Agri & Food set out nine roadmaps that clarify this path to innovation.

Koert van Ittersum is appointed as the director fundamental research of the roadmap ‘consumer & supply chain’. This roadmap focuses on the ways in which the communication between the food sector and the society and consumer can be strengthened.

About van Ittersum

Van Ittersum has a good track record when it comes to researching the influence of environmental factors on consumer behavior. In the past, he scientifically showed that offering consumers feedback on how much they are spending while shopping resulted in budget shoppers spending more and non-budget shoppers spending less. Also, van Ittersum showed why kids eat more when they eat out of a bigger bowl .  

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