Dr Anna Macready

Responsibilities:

Areas of interest

My research interests span relationships and interactions between people, food and the environment:

Consumer behaviour: I am interested in the relationships between consumer trust, decision-making and food choice within the food system, its effects on consumption and drivers of behaviour change. What can we do to influence consumer behaviour in a positive, healthy and sustainable way?
Agri-food sustainability, food poverty and food waste: I explore key challenges and opportunities in these areas to promote a more viable, sustainable and future-proof food system. What can be done to reduce the risk to people and planet, bring about a fair transition and improve our prospects whilst protecting and managing our resources?
Food, nutrition and health: I am interested in the psychological and nutritional interactions between diet, cognition and wellbeing. What can be done to influence and foster nutritional health for current and future generations?

Module convenor for ADMNBH Nudge, Motivation and Behaviour Change and AD3INP Independent Research Project (Dissertation)
Supervisor for ADMICP Individual Capstone Project and AD3INP Independent Research Project (Dissertation)

EIT Food: Driving food waste reduction and sustainable food choices by scaling up the Bump Tag – Inform and increase consumer demand for circular economy benefits from food choices.
UKRI: Transforming land use for net zero, nature and people (LUNZ) Hub - to mobilise and support research working in partnership with government and industry to tackle net zero through action in the UK land sectors.
UKRI: AgriFood4NetZero Network+ (AFN+) – Year 1 Champion for Individual and Institutional Behaviour Change (Supply Chain and Demand) in the Agri-Food sector.
UKRI: Raising the Pulse – Systems analysis of the environmental, nutritional and health benefits of pulse-enhanced foods.
EIT Food: Consumer Observatory – Infrastructure umbrella programme combining consumer insights within a cross-functional initiative to curate and maximise consumer knowledge impact. Incorporating the Consumer TrustTracker®, a large-scale pan-European survey on consumer trust in the food system in 18 European countries.
EU: Bringing knowledge and consensus to prevent and reduce FOod LOss at the primary production stage: Understanding, measuring, training and adopting (FOLOU).

Previous projects include:
EIT Food: Mission Programmes Co-Design - Mission Area 1: Healthier lives through Food
EIT Food: Don't be a Food Waster - Social awareness for food waste reduction
EU: Food4Me - Consumer acceptance of personalised nutrition dietary advice
FSA: The Flavonoids University of Reading Study (FLAVURS)