Norwegian companies gain momentum in Spain: Benefiting from a strong reputation

- Norway is already known for being sustainable, innovative and trustworthy. It is not just about high-quality seafood and beautiful scenery, but also our technology and capacity for innovation,' says Lieneke Fjørtoft, who heads our office in Madrid.

Many Norwegian industries and supply chains also have a market further south in Europe. With a domestic market of more than 48 million people and 85 million tourists visiting each year, Spain is a large and important European market – and one of Norway's key export markets. Companies that establish operations in Spain can also gain access to Latin America and North Africa, thanks to Spain's geostrategic position and the strong presence of Spanish companies in these markets.

Our six advisers at the Madrid office work across a wide range of areas, from promoting Norway as a sustainable tourism destination to helping Norwegian companies navigate the Spanish and Portuguese markets – whether through exports or by establishing a local presence.

'We have been working extensively with renewable energy recently, particularly offshore wind, but also onshore wind, solar power and hydrogen,' says Fjørtoft.

Spain also has a major aquaculture industry, although it farms species other than salmon. Expertise from Norway's aquaculture industry is highly transferable to this market, opening up significant business opportunities.

As in most other countries, there is also significant momentum around sustainability and emissions reductions. In Spain, this creates major opportunities in the green maritime sector, where Norway has extensive experience and strong expertise.

'This could include anything from shore power infrastructure at port facilities to fuels that reduce greenhouse gas emissions. Norwegian companies have much to contribute here,' says Fjørtoft.

Trade fairs are a great way to gain visibility in new markets, and we organise Norwegian pavilions. Norwegian businesses have a strong presence at Seafood Expo Global and Seafood Processing Global, which take place annually in Spain. Smart City World Expo and Wind Europe Bilbao are also highly relevant meeting places for Norwegian companies.

- But we are here for everyone who needs us, and what each company needs varies greatly. A small business, for example, has very different needs from a larger, well-established company.

'Many people here are keen to work more closely with Norwegians. Spain is very open to working with Norway. We have a strong reputation in the Spanish market, and Norwegian companies should take advantage of this,' says Fjørtoft.

She believes companies should make the most of their Norwegian roots.

- By building a stronger connection to their country of origin, Norwegian products will gain an extra dimension in their marketing. The seafood industry has achieved great success with 'Seafood from Norway'. The government has now launched 'Made in Norway' as part of its efforts to better equip Norway to establish an international presence in other sectors as well, she says.

For the Norwegian company Solcellespesialisten, Spain was the first market it entered after Norway. We provided valuable support throughout the process.

'They were a great help when we established our subsidiary in Spain and navigated the market during the initial phase. They also helped us build a network and establish contacts in Spain, both with public authorities and in the private sector,' says Siri Øvrewall, who heads the company’s Spanish operations.

Øvrewall adds that learning the language has been important.

- Being able to speak Spanish has proved to be a greater advantage than expected in our approach to the Spanish market. Most events and social gatherings are conducted in Spanish, and communicating in the language has enabled us to build more personal and meaningful relationships with local businesspeople.

The Norwegian company Elwatch also received valuable support from us when establishing its business in Spain.

To establish your business in Spain, you need to understand that its business culture differs from Norway's.

'You have to show that you are investing in a long-term business relationship. It is largely about patience and building trust,' says Fjørtoft, adding:

- It is important to familiarise yourself with the language and culture, and to gain solid insight into and understanding of the market. Spain is divided into 17 autonomous regions, each with its own regional parliament, culture, laws and financial incentives for foreign businesses setting up there. We can help you navigate the process, build networks and understand how things work.