Centre for Rural Economy

Staff Profile

Professor Matthew Gorton

Professor in Marketing


Roles and Responsibilities

Professor in Marketing

Deputy Director of the National Innovation Centre for Rural Enterprise

Co-ordinator of the H2020 Strength2Food Project www.strength2food.eu

Co-investigator for the EU4Advice Project




Market Research Society 

International Association of Agricultural Economists

European Association of Agricultural Economists

European Academy of Marketing


Research Groups at Newcastle University

National Innovation Centre for Rural Enterprise

Innovation, Enterprise and Digital Business Research Community

Centre for Rural Economy

External Roles

Member of the external expert board for the EU H2020 SUFISA Project

ESRC Studentship Panel Member

Grant proposal reviewer for the European Commission

External reviewer for UN FAO

Research Profiles

Google Scholar


ORCID Profile




NBS8526 Principles of Marketing (module leader)

This module includes student teams working on the Greggs Marketing Challenge.

NBS8011 - Dissertation

NBS8523 - MBA Individual Project

NBS8512 Dissertation in Marketing (supervisor)

MKT3096  Marketing Dissertation (supervisor)




Research Interests

Agri-food supply chains and competitiveness

Small businesses and rural development

Regional foods


Research Groups

National Innovation Centre for Rural Enterprise

Innovation, Enterprise and Digital Business Research Community

Centre for Rural Economy

Current and Recent Projects 

National Innovation Centre for Rural Enterprise (NICRE) https://ncl.ac.uk/nicre/

INNOGROW http://www.interregeurope.eu/innogrow/

Strength2Food http://www.strength2food.eu (co-ordinator)

VALUMICS   http://valumics.eu

Creative Spark https://www.ncl.ac.uk/business-school/news/item/newsnewcastleuniversitybusinessschoolwelcomesenterpriseeducatorsfromaz.html 

Selected Past Projects Contributed to:  

a) Rural business aspirations, obstacles and support: an analysis of the Longitudinal Small Business Survey 2015. Enterprise Research Centre and BEIS. Led by Prof. Jeremy Phillipson.

b) COMPETE (International comparisons of product supply chains in the agro-food sectors: determinants of their competitiveness and performance on EU and international markets). EU FP7. http://www.compete-project.eu/

c) Drivers of rural business growth, decline and stability.  Input for Frontier Economics project for DEFRA. http://randd.defra.gov.uk/Default.aspx?Menu=Menu&Module=More&Location=None&Completed=0&ProjectID=18782

d) EU INTAS funded research project on Supporting the International Development of the CIS Agricultural Sector (SIDCISA). Major study of agricultural marketing relationships in Armenia, Moldova and Ukraine.http://cordis.europa.eu/project/rcn/74546_en.html

e) SCARLED (Structural Change in Agriculture and Rural Livelihoods), 6th Framework project funded by the European Commission.http://scarled.eu/

f) Water Resource Strategies and Drought Alleviation in Western Balkan Agriculture (WATERWEB). Funded by EU FPVI INCO West Balkans. Studies of agricultural water management in Serbia and Macedonia.

g) FOCUS-Balkans. Consumer food choice in the Balkans. EU FP7.http://www.focus-balkans.org/

h) British Council Newton Fund - Adding Value to the Vietnamese agri-food sector https://research.ncl.ac.uk/bcvietnamproject/

i) Sustainable agriculture in Central and Eastern European Countries (CEESA). EU FP5.

j) A Comparative Study of Agrifood Chains in Moldova, Armenia, Georgia, Russia, and Ukraine. For World Bank.

j) Agricultural Implications of CEEC Accession to the EU. EU FAIR (while at Wye College, University of London). Led by Professors Allan Buckwell and Sophia Davidova.

l) Impediments to efficiency in the agro-food chain in Bulgaria, Romania and Slovenia OECD. (while at Wye College, University of London). Led by Professors Allan Buckwell and Sophia Davidova.


The research projects I have been involved with have generated around £4m in research income to the University. These projects have been funded by a wide range of bodies including: Research England, EU Framework 5, 6 and 7, H2020, ERDF Interreg, ESRC, The British Council, Swedish International Development Agency (SIDA), DEFRA and ONE North East.