Hurtigruten, the undisputed travel expert on Norway and its stunning coastline, has become the first travel brand to receive the Made in Norway trademark. The visionary 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, which also includes two of the coastal cruise liner’s partners and suppliers, Aurora Spirits and Mack Brewery, 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. The certification trademark is designed to increase the competitiveness of Norwegian products and solutions in the international market.
“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 of 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.”
Furthermore, the Made in Norway initiative has been launched during Hurtigruten’s Live the Legend of Norway campaign, further underlining Hurtigruten’s alignment and commitment to promoting not just destination Norway, but the full embodiment of everything Norway represents to visitors.
Hurtigruten has launched multiple industry-leading initiatives, most recently its commitment to reaching zero edible food waste and the SeaZero project, which is currently in the research and development phase to create its first zero-emission ship by 2030. It also follows the largest upgrade in European maritime history that is currently underway, and by the first quarter of 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 taken a leading position in offering travellers the best possible way to experience Norway. It is also a natural leader in promoting one of the country’s biggest draws, the Northern Lights. The cruise liner’s unique Northern Lights Promise celebrates its 10th anniversary this year, and earlier this year, it introduced the world’s first Chief Aurora Chaser, astronomer Tom Kerss. This upcoming 2024/25 winter season, Hurtigruten offers nine astronomer-led itineraries.
