The Norwegian Food Branding Foundation by Lars Kr. Dahl Regional Council of Oppland Kriti Sept. 2006...
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![Page 1: The Norwegian Food Branding Foundation by Lars Kr. Dahl Regional Council of Oppland Kriti Sept. 2006 Lillehammer.](https://reader036.fdocuments.in/reader036/viewer/2022082713/56649f4e5503460f94c6f1d9/html5/thumbnails/1.jpg)
The Norwegian Food Branding Foundation
byLars Kr. Dahl
Regional Council of Oppland
KritiSept. 2006
Lillehammer
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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 possibilitiesGuarantor
Influencing public opinion
Business development
Branding
Model for establishing cooperativeness and vertical cooperation'sandModel for business development
NetworkRelationsAlliances
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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
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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 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)
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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
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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