Thursday, August 22, 2024 Hurtigruten becomes the first travel brand to join Norway’s innovative “ Made in Norway ” initiative, celebrating authentic craftsmanship and sustainability globally. Hurtigruten stands as the pioneer and exclusive travel brand involved in the groundbreaking “Made in Norway” initiative, a forward-thinking project spearheaded by the Norwegian government in collaboration with Innovation Norway. This initiative is designed to highlight and celebrate Norway’s finest craftsmanship, commitment to authenticity, and dedication to sustainability on a global platform.
Officially launched on August 21, 2024, in Oslo, following a successful pilot phase, “Made in Norway” now includes 22 esteemed Norwegian brands. Among these are Hurtigruten and two of its key partners and suppliers, Aurora Spirits and Mack Brewery, both based near Tromsø in the Arctic region of Norway. To earn the prestigious Made in Norway brandmark, companies must undergo a demanding application process that requires them to meet strict criteria centered on product excellence and a strong commitment to sustainability.
This certification ensures that only products and solutions of the highest Norwegian quality are recognized. The brandmark is crafted to enhance the global competitiveness of Norwegian products and solutions, setting them apart in the international marketplace. “Hurtigruten is the ultimate travel brand to represent Made in Norway around the world,” said Hurtigruten CEO Hedda Felin.
“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% 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.
” According to Damian Perry , Hurtigruten Managing Director – Asia-Pacific,the Made in Norway initiative reinforces the brand’s current Norwegianess campaign. “Hurtigruten is the undisputed travel expert on Norway and its incredible coastline. 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,” Perry said .
Hurtigruten has enjoyed a successful partnership with the Norwegian government and Innovation Norway for decades, collaborating closely to achieve shared goals. Håkon Haugli, CEO of Innovation Norway, said , “The Made in Norway label of origin is an important part of the government’s initiative to strengthen and increase Norwegian exports. We are proud that 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.” The criteria for earning the Made in Norway label focus on origin, sustainability, and responsibility.
Hurtigruten has consistently pioneered industry-leading initiatives, with recent efforts including a commitment to achieving zero edible food waste and the SeaZero project, currently in its research and development phase, aimed at creating the first zero-emissions ship by 2030. This follows the largest upgrade in European maritime history, with Hurtigruten’s fleet set to include four battery-hybrid-powered ships by the first quarter of 2025, along with a 25% reduction in fuel consumption and CO2 emissions across the entire fleet. Additionally, Hurtigruten has been a key promoter of one of Norway’s most iconic attractions, the Northern Lights.
Celebrating the 10th anniversary of its unique Northern Lights Promise, the coastal cruise line’s “Follow the Northern Lights” itinerary remains one of the most popular offerings in the Australia and New Zealand market. Hurtigruten will integrate the Made in Norway branding across all its global channels and markets, further emphasizing its dedication to promoting Norwegian excellence and sustainability within the travel industry..
