The Norwegian Food Branding Foundation by Lars Kr' Dahl Regional Council of Oppland

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The Norwegian Food Branding FoundationbyLars
Kr. DahlRegional Council of Oppland
Lillehammer
Kriti Sept. 2006
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• 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)

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Creating possibilities Guarantor
Business development
Branding
Influencing public opinion
Model for establishing cooperativeness and
vertical cooperation's and Model for business
development
Network Relations Alliances
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The Norwegian Food Branding Foundation is today
running three systems of branding for Norwegian
food
? Create possibilities for the producers
of Norwegian farmed food ?
Competitiveness ? Diversity ? Give guaranties
towards the consumers
Godt Norsk
Spesialitet
Protection of designations
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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.

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SPESIALITETREQUIREMENTS

• Based on the requirements of Godt
  NorskADDITIONAL 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)

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PROTECTION 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

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• 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.

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www.matmerk.no