Last week, Athens became the epicenter of food marketing research as the International Food Marketing Research Symposium (IFMRS) 2025 took place from June 17-19 at Alba Graduate Business School, The American College of Greece. The Center of Excellence in Food, Tourism & Leisure (CoEFTL) of The American College of Greece Research Center (ACG-RC) hosted the event, co-organized with the MAPP Center of Aarhus University, with Professor Athanasios Krystallis leading CoEFTL’s efforts. The symposium brought together researchers from over 20 countries across five continents, creating a truly global community of scholars dedicated to advancing knowledge in food marketing.

A Warm Welcome in Historic Plaka

The symposium began on June 17 with a welcome reception at the ACG Plaka building, where participants gathered for their first introduction to Athens’ distinctive atmosphere. Against the backdrop of the historic neighborhood, researchers from different continents found common ground in their shared passion for food marketing research. The evening provided an opportunity for initial networking while offering attendees their first glimpse of how the city seamlessly weaves together ancient heritage with modern innovation.

Knowledge Exchange Across Parallel Sessions

June 18 marked the official opening of the academic program, with opening speeches from Klaus G. Grunert of Aarhus University and Athanasios Krystallis of CoEFTL setting the foundation for the days ahead. The symposium then unfolded through carefully curated parallel sessions that explored the breadth of contemporary food marketing research.

Sessions covered diverse topics ranging from seafood and alternative diets to local food systems and insect-based nutrition. Participants engaged with presentations on communication strategies, social media’s role in sustainable food choices, and approaches to reducing food waste. The innovation track examined new product development methodologies, including the application of co-creation and design thinking in sustainable agri-food marketing.

June 19 continued with sessions addressing health communication, the protein transition, and novel approaches to farming and fishing. Researchers presented findings on artificial intelligence applications in food retail, consumer nudging toward sustainable diets, and pricing strategies for environmentally conscious packaging. The day concluded with explorations of disease-resistant wine preferences and the role of consumer trust in the food sector’s green transition.

Throughout the sessions, a notable dynamic emerged as presenters began referencing and building upon each other’s work, creating spontaneous connections between different research streams and demonstrating the collaborative spirit that defines the IFMRS community.

Recognition and Celebration by the Aegean Sea

The symposium’s pinnacle arrived with the conference dinner at the Athens Riviera, where participants gathered for an evening of recognition and celebration. With the blue waters of the Aegean Sea as their backdrop, attendees enjoyed a traditional fish meze dinner accompanied by local drinks, creating an atmosphere that perfectly embodied Greek hospitality.

The evening’s highlight was the presentation of awards recognizing outstanding contributions to food marketing research. Dorothea Meyer from the University of Göttingen received the Best Student Paper and Presentation Award for her work “Upgrading Domestic and Downgrading Imported Food Products Regarding their Perceived Environmental Impact“, which revealed important insights about consumer perceptions of domestic versus imported food products and their environmental implications.

Stavroula Ziavras from CoEFTL was honored with the Best Paper and Presentation Award for her collaborative research “Utilizing Choice Architecture and the COM-B model to Shape Sustainable Consumption Choices: A Study on Alternative Food Proteins“. Her collaborative work, along with CoEFTL’s Toula Perrea, Polymeros Chrysochou, and Athanasios Krystallis, demonstrated the complexity required in designing effective interventions for dietary transitions toward alternative proteins, emphasizing the need for tailored approaches that respect cultural contexts while preserving consumer autonomy.

A special moment of celebration marked the evening as Karen Brunsø from the MAPP Centre at Aarhus University received a Lifetime Achievement Award, recognizing her invaluable contributions to the field of food marketing research.

Island Adventure and Lasting Connections

The symposium extended beyond the conference halls with a post-conference excursion on June 20. Participants embarked on a cruise through the crystal-clear waters of the Saronic Gulf, visiting the historic islands of Hydra, Poros, and Aegina. This single-day adventure provided a perfect conclusion to the academic gathering, allowing researchers to experience Greece’s natural beauty while continuing the conversations and connections forged during the symposium.

Acknowledgments and Looking Forward

The success of IFMRS 2025 was made possible through the dedicated collaboration of several organizations. We extend our sincere gratitude to the MAPP Centre at Aarhus University, particularly Klaus G. Grunert and Karen Brunsø, for their continued partnership in making this symposium a reality. We also thank Easy Conferences for their coordination efforts, which ensured a seamless experience for all participants.

During the closing session, Polymeros Chrysochou from Aarhus University and CoEFTL captured the essence of the symposium’s impact, noting that participants were already generating new knowledge and drawing inspiration from each other’s presentations. His message to the research community resonated with the collaborative spirit of the event: “Speed up with new projects but slow down because we need to elaborate carefully on what we want to present.”

As we reflect on the success of IFMRS 2025 in Athens, we look ahead to next year’s symposium, which will be hosted by the University of Florida. The tradition of bringing together the global food marketing research community continues, building on the momentum and connections established during these three memorable days in Greece.

The International Food Marketing Research Symposium remains a vital forum for advancing our understanding of food marketing, consumer behavior, and sustainable food systems. IFMRS 2025 demonstrated once again how bringing together diverse perspectives and expertise can drive innovation and knowledge creation in ways that benefit both academic research and practical applications in the food industry.