Klaus Menrad holds a Ph.D. in agricultural economics from the University of Hohenheim and finalized his habilitation in Agricultural Marketing at the same University in 2003. Before becoming a professor, he was working at Germany’s leading market research company GfK SE (Nuremberg) and Fraunhofer Institute for Systems and Innovation Research (ISI) (Karlsruhe) in innovation research. Since 2003, he is a Professor for Marketing and Management of Biogenic Resources at the TUM Campus Straubing. Between 2012 and 2017 he was Scientific Director of the Straubing Center of Science. In his research, his team is active in research activities related to food systems, innovations in the agro-food area and bioeconomy, consumer aspects in food and nutrition, sustainable development, and bio-based products.
PlantGriD: Funded by BLE, this project aims to develop AI-based algorithms and models to analyze consumer demand and supply of selected horticultural products in small and medium-sized companies of this sector.
FleWoKo: Consumer estimates to flexible housing concepts that are realized with high amounts of wood materials are analyzed in this project funded by the Bavarian Ministry of Agriculture.
NeHoReg: Innovative plant-based product concepts aiming to enhance cognitive capabilities are developed and tested in this project funded by the Bavarian Ministry of Agriculture.
HOT: This project that is funded by FNR analyzes the reactions of private gardeners and urban garden activists to reduction of peat in substrates of horticultural plant products.
