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The International Food Marketing Research Symposium (IFMRS) 2025 was completed with resounding success in Athens, Greece, leaving behind a legacy of collaboration, insight, and inspiration. Held from June 17–19 at Alba Graduate Business School, The American College of Greece, and hosted by the Center of Excellence in Food, Tourism & Leisure (CoEFTL) of the ACG Research Center (ACG-RC), the symposium welcomed over 60 researchers, scholars, and students from 19 countries.

Participants first gathered on the evening of June 17 for a welcome reception at the ACG Plaka building in the historic heart of Athens. Surrounded by neoclassical charm and views of the Acropolis, attendees began their IFMRS experience by sharing ideas and reconnecting with colleagues.

The academic proceedings officially opened the next morning, June 18, with opening remarks by Klaus G. Grunert of Aarhus University and Athanasios Krystallis of CoEFTL. What followed was a rich program of parallel sessions that reflected the diversity and depth of current food marketing research. Presentations covered an array of topics, from seafood consumption and insect-based diets to communication strategies and social media’s influence on sustainable choices. The innovation track drew attention for its focus on co-creation and design thinking as tools for sustainable agri-food development.

June 19 saw an expansion into topics such as health communication, artificial intelligence in food retail, the protein transition, and novel farming techniques. Presenters explored everything from disease-resistant wine preferences to pricing strategies for environmentally friendly packaging, with a clear focus on the intersection of consumer behavior, technology, and sustainability.

A defining characteristic of IFMRS 2025 was its dynamic academic exchange. As sessions progressed, presenters increasingly referred to each other’s research, demonstrating a living dialogue and mutual reinforcement of ideas that underpin the spirit of the symposium.

Outside the lecture halls, Athens provided a beautiful backdrop for the event’s social side. The conference dinner took place on the Athens Riviera, where guests enjoyed traditional fish dishes, local drinks, and the relaxing sound of the sea. The evening also included awards recognizing outstanding research.

Stavroula Ziavras of CoEFTL received the Best Paper and Presentation Award for her co-authored study, “Utilizing Choice Architecture and the COM-B Model to Shape Sustainable Consumption Choices,” conducted in collaboration with Toula Perrea, Polymeros Chrysochou, and Athanasios Krystallis. The study highlighted how carefully designed interventions can support dietary shifts toward alternative protein sources.

Dorothea Meyer from the University of Göttingen earned the Best Student Paper and Presentation Award for her impactful research, “Upgrading Domestic and Downgrading Imported Food Products Regarding their Perceived Environmental Impact.” Her findings shed light on consumer perceptions related to environmental sustainability.

The most touching moment came with the presentation of a Lifetime Achievement Award to Karen Brunsø of the MAPP Centre at Aarhus University, in recognition of her enduring contributions to the field.

The symposium concluded on a high note with a post-conference excursion on June 20, where attendees sailed through the sapphire waters of the Saronic Gulf, visiting the islands of Hydra, Poros, and Aegina.

Behind the scenes, EasyConferences supported the event by providing its conference coordination services and online registration, and abstract submission systems.

During the closing session, Polymeros Chrysochou (Aarhus University and CoEFTL) shared a reflective message that captured the spirit of the symposium: “Speed up with new projects but slow down because we need to elaborate carefully on what we want to present.”

As we look ahead to next year’s symposium, which the University of Florida will host, the IFMRS continues its mission to foster a vibrant global network of food marketing scholars.