Centre for Rural Economy

Staff Profile

Dr Sharron Kuznesof

Senior Lecturer


Sharron is a Senior Lecturer in food marketing specialising in food consumer research. She is a qualitative researcher and has participated in research funded by the EU, Food Standards Agency, EPSRC and Department of Trade and Industry. Sharron has been involved in both programme development and teaching at both undergraduate and postgraduate levels.  She is presently Director of Equality, Diversity and Inclusion in the Faculty of Science, Agriculture and Engineering and Degree Programme Director for BSc Food Marketing and Nutrition.  She has a PhD in novel food acceptance from Newcastle University and is a member of the Knowledge Transfer Network Bioscience Food Group. Her research focuses on personalised nutrition, food fraud and authenticity, food risk communication, food consumer behaviour and novel food and technological acceptance.

Citations to her papers in Google Scholar can be found here.


Research Interests

Subject Interests:

  • Personalised nutrition
  • Food authenticity and  integrity
  • Dietary change
  • Consumer acceptance of novel foods and technologies
  • Food risk communication

Methodological Interests:

  • Interpretive consumer research
  • Secondary analysis of qualitative data sets
  • Grounded theory
  • Computer-assisted qualitative data analysis: NVivo


Recent Research Projects

  • NERC Making Environmental Science more Equal, Diverse and Inclusive: Decolonising Environmental Sciences 2021-2022 (Co-I).
  • EU H2020 Programme- SWEET: Sweeteners and sweetness enhancers: impact on health, obesity safety and sustainability, October 2018-September 2023.  WP6 Stakeholder Engagement, Dissemination and Commercial Exploitation (WP Leader)
  • EPSRC Inclusion Matters Programme: Northern Power: Making Engineering and the Physical Sciences Research a Domain for All in the North of England. December 2018 - August 2021.  WP4 Leadership development and Networking (WP Leader).
  • Innovate Vitamin D Biofortification of Eggs: WP3 Consumer Acceptability of Vitamin D fortified eggs (WP leader)
  • N8 Pump Priming: PERCEPT: Towards improved communication in aquaculture: exploring consumers' perceptions and attitudes June 2018 - July 2020
  • WEFWEBs: analysis of the multiple dimensions of the water, energy and food nexus. This part of the research examines WEF resource use at the household level. EPSRC 2016-2018.

  • Ensuring the Integrity of the European Food Chain (FOODINTEGRITY), EU FP7. Work Package 7, consumers attitudes and perceptions of food authenticity and traceability 2014-2018.

  • Personalised Nutrition: An Integrated Analysis of Opportunities and Challenges (Food4Me), EU FP7, Co-investigator Work Package 2, Consumer attitudes to personalised nutrition 2011-2015.

  • Domestic Kitchens and Food Safety (Kitchen Life): ART Feasibility Study, Food Standards Agency Funded 2011-2013 (Co-investigator).

Areas of expertise where I would welcome PhD applications and enquiries:

  • novel food and technological acceptance
  • domestically situated food practices, e.g. food safety and food waste
  • food authenticity and integrity in the food supply chain
  • consumers perceived authenticity of foods
  • food choice and dietary change



ACE1000 Introduction to Marketing and Consumer Behaviour

ACE2000 Marketing Strategy Issues and Concepts

ACE2073 New Food Product Development

ACE3201 Marketing and Public Policy

ACE3202 Communication and Behaviour Change