Hurtigruten awarded ‘Made in Norway’...

Cruise company is one of just 22 brands to be awarded the accolade

Norwegian cruise company Hurtigruten has become the first brand to earn itself a ‘Made in Norway’ trademark.

The initiative, launched by the Norwegian government and Innovation Norway, celebrates the best of the best craftsmanship, authenticity and sustainability, and Hurtigruten is just one of 22 Norwegian brands to join the initiative.

To be awarded an official Made in Norway mark of origin, 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.

“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,” said Hurtigruten CEO Hedda Felin (pictured).

“Our food concept has been called Norway’s Coastal Kitchen for more than 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.”

Iain Powell, Hurtigruten's VP Sales & 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 travellers an experience that's genuinely Norway by Norwegians.”

The Made in Norway initiative has launched during Hurtigruten’s Live the Legend of Norway campaign, further underlining Hurtigruten’s alignment and commitment to promoting not just destination Norway, but everything Norway represents to visitors.

Hurtigruten has launched multiple industry-leading initiatives, most recently its commitment to reach zero edible food waste and the SeaZero project that is currently in the research and development phase to create its first zero-emission ship by 2030.

It also follows the largest ship upgrade in European maritime history, currently underway by Hurtigruten. By Q1 2025, Hurtigruten’s fleet will comprise four battery-hybrid-powered ships, with an overall 25% reduction in fuel consumption and CO2 emissions across the fleet.

As of now, Hurtigruten will incorporate the Made in Norway branding worldwide across channels and markets, reaffirming its commitment to promoting Norwegian excellence and sustainability in the travel industry.

For more information, visit www.hurtigruten.com. For travel trade enquires, visit www.connectingtravel.com/cruise-hub/hurtigruten, or contact Carla Hines, Head of Sales EMEA on +44 (0) 7826 912 426 or carla.hines@hurtigruten.com

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