Jordan LeBel is a full professor in the department of marketing of the John Molson School of Business where he teaches The Marketing of Food. He is particularly interested in communication strategies and the marketing of innovations, and in governance and public health challenges in agri-food. His publications have focused on food choices, the management and marketing of services, the design and marketing of experiences, retailing, and strategies to educate consumers. He co-directs the Centre for Sensory Studies and the Working Group on Food Studies. Jordan is a graduate of the Institut de tourisme et d’hôtellerie du Québec and worked in foodservice prior to his academic career. He completed his doctoral work on pleasure and chocolate, earning him the nickname Doctor Pleasure. He has taught in Norway, Austria, Switzerland, and in the U.S. at the School of Hotel Administration at Cornell University. He has received numerous awards for his leadership in higher education, including the 3M National Teaching Fellowship. He is very involved in the agri-food system and sits on the standing scientific committee for the prevention of obesity at the National Institute for Public Health. His expertise and wide perspective make him a sought-after media commentator.