Hurtigruten first travel brand to secure “Made in Norway” trademark

Hurtigruten is the first and only travel brand part of a new, major initiative, Made in Norway, a visionary project by the Norwegian government and Innovation Norway. The initiative promotes and celebrates the best Norwegian craftsmanship, authenticity, and sustainability on a global scale.

Launched 21 August 2024 in Oslo, Made in Norway is now official following its initial pilot phase. Hurtigruten is one of 22 Norwegian brands, which also includes two of the coastal cruise line’s partners and suppliers, Aurora Spirits and Mack Brewery, both located around Tromsø in Arctic Norway.

To achieve the Made in Norway brandmark, a company must adhere to a rigorous application process that includes stringent criteria focusing on product excellence and a clear commitment to sustainability, ensuring only the highest standards of Norwegian quality are upheld. The certification trademark is designed to increase the competitiveness of Norwegian products and solutions on the international market.

“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 worked closely with the Norwegian government and Innovation Norway for decades in a successful partnership.

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 the Made in Norway label are origin, sustainability and responsibility.

Hurtigruten has launched multiple industry-leading initiatives, most recently its commitment to reach zero edible food waste and the SeaZero project that is 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 first-quarter 2025, Hurtigruten’s fleet will comprise four battery-hybrid-powered ships, as well as an overall 25% reduction in fuel consumption and CO2 emissions across the fleet.

Hurtigruten has also been a leader in promoting one of the country’s biggest drawcard attractions, the Northern Lights. The coastal cruise line’s unique Northern Lights Promise celebrates its 10th anniversary this year, with Follow the Northern Lights being one of Hurtigruten’s most popular itineraries in the ANZ market.

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.

hurtigruten.com
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