The domain of the MCB group’s research program is food and agribusiness. This domain provides excellent opportunities to contribute to the knowledge in the field of marketing and consumer behaviour.

It is MCB’s mission to contribute to effective food and agribusiness marketing systems to satisfy both the short term needs of customers, primary producers, and stakeholders, and the long-term (societal) viability of the system as a whole. The MCB group aims to be a leading research group in marketing and consumer behaviour in the domain of food and agribusiness. The group has established strong links with other European and US universities that also focus their marketing and consumer behaviour research in this domain.