Hurtigruten leads on global launch of 'Made in Norway' trademark

The project by the Norwegian government and Innovation Norway aims to promote and celebrate the best of the best Norwegian craftsmanship, authenticity, and sustainability on a global scale.

Following an initial pilot phase, Hurtigruten is one of 22 Norwegian brands to join the initiative.

To be awarded Norway’s official mark of origin, Made in Norway, a company must adhere to a rigorous application process that includes stringent criteria focusing on product excellence and a clear commitment to sustainability, ensuring that only the highest standards of Norwegian quality are upheld under the new Made in Norway brand. 

“Hurtigruten 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% 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,” said Hurtigruten CEO Hedda Felin.

Iain Powell, VP Sales, and Marketing, UK & EMEA added, “Receiving the Made in Norway trademark validates our position as the only truly authentic way to experience the Norwegian coastline. With year-round sailings, exceptional excursions, and excellent onboard local expertise, we can offer UK travellers an experience that’s genuinely Norway by Norwegians.”

The Made in Norway initiative is launched during Hurtigruten’s Live the Legend of Norway campaign,  underlining Hurtigruten’s alignment and commitment to promoting the full embodiment of everything Norway represents to visitors.

Hurtigruten will incorporate the Made in Norway branding worldwide across channels and markets reaffirming its commitment to promoting Norwegian excellence and sustainability in the travel industry.