The ‘Great Food Transformation’ is high on the political agenda and also new and alternative means to produce protein. This project focuses on understanding cultural differences in acceptance of protein produced using alternative means, and thus the student will be involved in a highly international project running studies in EU, Asia and Africa. 

These days, major initiatives in all sections of the food chain are taken to support the ‘The great food transformation’. This transformation requires also new and alternative means to produce protein and protein-rich products, eventually that these proteins are accepted by markets nationally and internationally.

In the current project, the student will be aligned with a research project aiming to produce protein using alternative means and explore how consumer and food professional segments in Denmark, China and Ethiopia reacts to the new concepts. Studies will be conducted via surveys and potentially interviews in the three countries and include a focus on attitude towards the products, barriers and motivations to acceptance, needs from the markets, and cultural differences between the three countries.