Made in Norway has become a competitive advantage
From inspiring outdoor spaces and parks to houses and homes featuring Stressless, Jøtul and Norsk Dun. And the Norwegian country-of-origin label makes it easier to discover even more. Made in Norway was launched last year, and the list of proudly Norwegian products and solutions carrying the label is already long. The companies represent a wide range of industries, united by their use of Norwegian technology or production.
The scheme is part of the Norwegian government's major export initiative, Hele Norge Eksporterer, which aims to increase Norwegian exports excluding oil and gas by 50% by 2030. The original proposal to launch a national country-of-origin label came from the business community itself, seeking to benefit from Norway's positive international reputation.
‘By highlighting your Norwegian origins, you can stand out, strengthen your competitiveness and potentially achieve greater value,’ says Brady.
Joining the fun
Whether you've done pull-ups in the park or climbed to the top with your little one, chances are you've enjoyed Norwegian-made quality products. Søve has been making outdoor playgrounds, fitness equipment and park furniture for over 50 years.
‘Made in Norway makes it easier for customers to associate us with quality, safety and responsible production,’ says Elna Strømme, the company’s CEO.
Craftsmanship is at the heart of Søve's operations, and Strømme is proud to have kept production local in Ulefoss. This is important to highlight when competitors manufacture in low-cost countries.
– It sets us apart in both the Norwegian and international markets.
Made in Norway gives Søve a competitive edge.
– Being awarded the Made in Norway label sends a strong signal to customers that they are investing in responsibility and sustainability, says Strømme.
Norwegian technology lands a catch
Trondheim-based OptoScale is not only a Norwegian company built on Norwegian technology; its solution can also strengthen one of the country's most important exports: farmed fish.
Using AI-powered camera technology, OptoScale enables real-time monitoring of fish at aquaculture facilities, providing accurate data and detailed insights into fish health, sea lice and growth.
‘Made in Norway gives us a valuable opportunity to strengthen our reputation as a provider of high-quality, sustainable solutions, which we believe will strongly appeal to both existing and new customers,’ says Sven Jørund Kolstø, CEO of OptoScale.
The market for smart underwater cameras is growing rapidly, both in Norway and internationally. Stricter government regulations are increasing the need for tools that can optimise production while improving fish welfare.
OptoScale was founded in Trondheim just ten years ago and has already established itself as a pioneer in the aquaculture industry.
Fine-tuning the brand
‘The Made in Norway label gives us credibility and positions us as a trusted supplier of advanced technology in the global market,’ says Roar Hernes, Head of Business Development at Tunable.
The company provides real-time gas analysis, combining different sensors to deliver accurate measurements. The solution makes it possible to monitor gases that cannot be seen or smelled. This can be critical in many situations, and Tunable is initially targeting the maritime industry.
'Turning invisible gases into valuable data is not just innovation; it is a commitment to a better future,' says Hernes.
Tunable's customers want to operate more responsibly, so it is equally important that Tunable is a responsible business partner.
‘By showing that Tunable’s products are developed and manufactured in Norway, we stand out from our competitors. The values associated with Norway, such as unspoilt nature, a high level of trust and a well-functioning democracy, resonate strongly in our target markets.’
Tunable uses the Made in Norway label as a mark of quality across all its marketing materials, both at trade fairs and in digital campaigns.
'By incorporating national values such as sustainability and responsibility into the country-of-origin label, we hope it will become an international benchmark for quality,' Hernes concludes.
A lucrative showcase
Companies approved to use the label do not just gain a mark of distinction; they also gain a platform to showcase themselves to anyone curious about what Norway has to offer. From April to July, for example, the best of Norwegian furniture and interior design was on display at Aker Brygge. A unique Norwegian-made cabin from Omgi was transformed into a showroom featuring interiors from Svane, Norsk Dun and Stressless® – with an outdoor area supplied by Larvikitt, Asak Miljøstein and Søve.
«Being able to use the Made in Norway label shows that Omgi offers far more than a cabin concept with a minimal environmental footprint. It highlights our commitment to creating value in Norway, with cabins designed and delivered using local products and skilled business partners.»
«Although we have long communicated that we manufacture in Norway in a highly competitive industry, many people are still unaware of this. For us, the Made in Norway label will help raise awareness of Norwegian manufacturing, both in Norway and internationally.»
«For us, Made in Norway is more than an official mark of origin. It is a seal of quality that guarantees Norwegian provenance and quality throughout the entire process – from extraction and design to the delivery of finished products worldwide.»
The report The Perception of Norway 2024 confirms that Norway has a strong international reputation. Although Norway is a relatively little-known country, people clearly prefer Norwegian products and services. This is due to Norwegian values such as sustainability, good governance and a high quality of life. Put simply, Norway is a reliable country to do business with.
The Made in Norway mark of origin allows selected Norwegian companies to benefit from all these positive associations. But they must also live up to them. Every company authorised to use the mark contributes in its own way to strengthening Norway's national brand.
‘The requirements for using the Made in Norway label vary depending on whether it will be used for a service, a natural product, food, or industrial and consumer goods,’ says Brady at Innovation Norway.
Registering is easy, and it only takes a couple of minutes to submit your application.
–If you meet the criteria, you can start using the label immediately. You will usually receive confirmation within a couple of days of registering, along with access to materials you can use in your marketing and communications.