Hurtigruten has become the first and only travel brand to secure the ‘Made in Norway’ trademark, proving its leadership in sustainability.
To achieve the Made in Norway brand mark, a company must adhere to a rigorous application process that includes stringent criteria focusing on product excellence and a clear commitment to sustainability.
The certification trademark is designed to “increase the competitiveness of Norwegian products and solutions on the international market”.
Hurtigruten CEO Hedda Felin said the company is the ultimate travel brand to represent Made in Norway around the world.
“With our 131 years of operations and long-time ambitions for more sustainable solutions, no other brand knows, highlights, or supports the Norwegian coast and its amazing local communities as we do.
“Our food concept has been called Norway’s Coastal Kitchen for over a decade as 80 per cent of all our food onboard is locally sourced in high season, offering our guests the best possible taste of Norway, both in terms of senses and tastes. We represent Norway with honour, along the coast and in Svalbard, and across the world.”
Hurtigruten Managing Director Asia-Pacific Damian Perry said: “Our new Made in Norway accreditation is another way to demonstrate our commitment to promoting not just destination Norway, but the full embodiment of everything authentic we represent to visitors.”
Innovation Norway CEO Håkon Haugli said the ‘Made in Norway’ label of origin is an important part of the government’s initiative to strengthen and increase Norwegian exports and it’s proud Hurtigruten is one of the early adopters of the label.
“Hurtigruten’s products and services are based on Norway, our history, culture and nature, and thus represent a perfect match for Made in Norway. We are excited to see the label applied to experiences as well as to physical products.”
Sustainable sailings
Hurtigruten’s work in sustainability includes its commitment to reach zero edible food waste and the SeaZero project, currently in its research and development phase, to create the first ship that can operate with zero emissions by 2030.
It also follows the largest upgrade in European maritime history that is currently underway, and by the first quarter of 2025, Hurtigruten’s fleet will comprise four battery-hybrid-powered ships, as well as an overall 25 per cent reduction in fuel consumption and CO2 emissions across the fleet.
Hurtigruten will incorporate the Made in Norway branding worldwide across its channels and markets, “reaffirming its commitment to promoting Norwegian excellence and sustainability in the travel industry”.
For more information, visit Hurtigruten.
