About Prof. dr. ir. Wim Verbeke​

Wim Verbeke is full professor of agri-food marketing and consumer behaviour in the Department of Agricultural Economics at Ghent University. He valorises his complementary background in natural (bio-engineering) and social (economic) sciences by studying the behaviour of consumers and other stakeholders in the agri-food sector. A wide range of topics and research questions have passed the review over the past 25 years, with the protein component on our plates usually being the common thread.

• Wednesday 6 March 2024 3 PM: Inaugural lecture

Title: A quarter century of protein transition: insights from agri-food marketing and consumer research

The much-discussed protein transition was initiated 25 years ago and the call to shift gears resonates louder today than ever before. In his inaugural lecture, Wim Verbeke provides a view from the perspective of agri-food marketing and consumer research on the choices made, the evolution of the research themes and agenda, the insights gained and the new questions that arise about the protein transition. These include the rise of flexitarianism, the introduction and acceptance of alternative protein sources such as insects, microalgae or cultured meat, and diversity among consumers​

The laudatio will be given by the promotors: Professor Nathalie Dens & Professor Steven Van Passel 

After the lecture you are invited to the reception.

Location: University of Antwerp, Stadscampus, Tassis en Dürerzaal, Prinsstraat 13, 2000 Antwerp
Registration  for the inaugural lecture is mandatory - deadline  26 February  2024.

• Wednesday 13 March 2024: Course  / case “Consumer perspectives on cultured meat” in “Product Innovations in Marketing” 
• Friday 29 March 2024:  Course / case “Market segmentation alternative protein foods” in ”Consumer Behaviour” 
• Monday 22 April 2024:  Course / case “Climate change impacts on consumers and producers” in “Energie- en klimaateconomie” 

Promotors: Prof. dr. Nathalie Dens (Department of Marketing) and Prof. dr. Steven Van Passel (Department of Engineering Management)