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As part of their customer engagement (CE) marketing, firms use different platforms to interact with customers, in ways that go beyond purchases. Task-based CE strategies call for customers’ participation in structured, often incentivized tasks; experiential CE initiatives instead aim to stimulate pleasurable experiences for customers. But the optimal uses of these two strategies, in terms of improving customer engagement to produce more positive marketing outcomes, are unclear. With a meta-analysis and data from 395 samples, pertaining to 434,233 customers, the present study develops and tests a unifying framework of how to optimize investments in both two engagement strategies across different engagement platforms. On average, task-based initiatives are more effective in driving customer engagement, but the effects depend on the platform. If platforms support continuous or lean interactions, task-based initiatives are more effective; on platforms that encourage spot interactions, experiential initiatives are preferable. Three customer engagement dimensions (cognitive, emotional, and behavioral) in turn lead to positive marketing outcomes, though in ways that depend on the platforms’ interaction characteristics (intensity, richness, initiation) and differ across digital versus physical platforms. These results provide clear guidance for managers regarding how to plan their CE marketing activities to benefit both their firms and their customers.

Purpose The increased acknowledgement of the problems associated with food waste has triggered a number of social and commercial initiatives for the re-distribution of suboptimal foods (SOFs). This paper aims to explore a variety of such initiatives and discuss their prospects, considering the commercial contingencies of the food supply system. Design/methodology/approach The exploration is based on a multi-country study of cases representing three initiatives related to the reduction of waste from SOFs, i.e. social supermarkets (SSMs), food banks and expiration date-based pricing practices. The collected data comprise expert interviews, store-check observations and secondary material; the data are analyzed from a marketing practice perspective. Findings The analyses indicate that the distribution and re-distribution of SOFs are moving toward normalization, that the diffusion of expiration date-based pricing through all food retailing formats is likely to continue, that food banks – despite reports of dwindling supplies of SOFs – are likely to increase their expansion and that SSMs face a variety of challenges, e.g. as regards their supply of SOFs and their customers’ preferences for stable assortments. Originality/value By synthesizing data from various European implementations of re-distribution practices, this article contributes to the understanding of the viability of such practices. Developing this understanding should benefit social and commercial entrepreneurs, as well as policymakers, when designing and implementing initiatives for the reduction of waste from SOFs.

Background: \ud \ud While functional foods offer promise for public health and innovation in the food industry, the efficiency of such foods should be assured to protect consumers from misleading claims. Globally, many countries regulate the communication of the health effects of such foods to final consumers.

Scope and approach: \ud \ud In the European Union (EU), the use of health claims was harmonized in 2006. All claims need to be scientifically assessed by the European Food Safety Authority (EFSA) and pre-approved. Implementing the regulation has involved a steep learning curve for stakeholders, resulting in many health claims being rejected. The EU-funded REDICLAIM project used existing guidance documents, analyses of Scientific Opinions on new health claim applications, and a series of interviews with experts involved in such applications to identify key points in the process of authorizing new health claims.

Key findings and conclusions: \ud \ud Recommendations for the successful substantiation of new health claims in the EU were prepared. The substantiation of health claims is primarily based on human efficacy studies, and greater resources are required to authorize more innovative claims. The reported recommendations should be seen as a starting point for researchers in the area of nutrition and food technology, and for those dealing with functional foods, including the food industry.