An expedition cruise company has become the “first and only” travel brand involved in a major new initiative called Made in Norway. The initiative promotes and celebrates the best Norwegian craftsmanship, authenticity and sustainability, and is being hailed as a visionary project by the Norwegian Government and Innovation Norway. It was officially launched on August 21.
The point being made by Made in Norway is shown through 22 Norwegian brands, including cruise line Hurtigruten’s suppliers, Aurora Spirits and Mack Brewery, both based in Tromso, in Arctic Norway. The criteria for Made in Norway are origin, sustainability and responsibility. There are lots of tests to get through to be part of it — including product excellence, commitment to sustainability, and ensuring the highest standards of Norwegian quality are upheld.
Hurtigruten CEO Hedda Felin says: “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.
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