The Norwegian Food Branding Foundation

byLars Kr. Dahl

Regional Council of Oppland

KritiSept. 2006

Lillehammer

• Established in 1994

• One of four national strategies to help increase the competitiveness of Norwegian agricultural food products.

• Independent and founded by 12 different organisations representing the food chain from ”farm to fork”.

• Administration of 9 persons.

• Funded by the national farming support, sales tax and brand users fees.

• Budget 2004: 3,0 mill. € (25 mill. NOK)

Creating possibilitiesGuarantor

Influencing public opinion

Business development

Branding

Model for establishing cooperativeness and vertical cooperation'sandModel for business development

NetworkRelationsAlliances

The Norwegian Food Branding Foundation is today running three systems of branding for Norwegian food:

Spesialitet

Godt Norsk

Protection of designations

► Create possibilities for the producers of Norwegian farmed food

► Competitiveness

► Diversity

► Give guaranties towards the consumers

GODT NORSK REQUIREMENTS:

• Established in 1994 to increase the competitiveness of Norwegian agricultural food products in case of Norwegian EU-membership.

• Widely based on almost all Norwegian food(Mainly volume based productions)

• Based on Norwegian origin and quality systems

• More than 80 different requirements like production, management, product quality, branding, customer communication, developing and improvement. Includes ”banned list”.

• 711 products and 37 producers (May 2004)•As a consequence of increasing liberation and other private labelling systems “Godt Norsk” will be substituted by a new label system i 2007.

SPESIALITETREQUIREMENTS

• Based on the requirements of Godt Norsk

ADDITIONAL REQUIREMENTS ARE:

• Must prove a spesific speciality or charachter (producing prosess, feeding, spesific quality, taste etc.)

• Documentation

• Market potential

• Branding and customer information

• 41 products and 23 producers (Sept. 2004) • Studies show a growing demand for food with special character (Oct. 2001, Des. 2002)

PROTECTION OF DESIGNATIONSPROTECTION OF DESIGNATIONS

National regulation for protection of designations on

agricultual products, fish and seafood:– responsibility: The Norwegian

Food Control Authority (Mattilsynet) in cooperation with Matmerk

– carried into effect July 5th, 2002(fish and seafood from Oct. 2003)

– similar to the EU-regulations 2081/92 and 2082/92

Three forms of designations– Protected Designation of Origin (PDO)– Protected Geographical Indication (PGI)– Traditional Speciality Guaranteed (TSG)

Status 2005: • 3 PGI • 2 PDO • 15 appliances 2005

• In addition, the region of Valdres region (a partnership between 6 municipalities in Oppland), is working with a charter for establishing the first regional nature and culture park in Norway, based on models from regional parks in France.

• The purpose of the regional park is to contribute to sustainable development based on preservation and enhancement of the natural and cultural heritages and local know-how. During this process it will be developed a regional quality and labelling system for agricultural products.

www.matmerk.no