by Sarah Kuta
Last updated: 2:10 PM ET, Mon August 26, 2024
Hurtigruten is playing a role in a major new project launched by the Norwegian government, "Made in Norway."
The cruise line is the only travel brand that’s participating in the initiative, which aims to promote and celebrate Norwegian craftsmanship, authenticity and sustainability around the world.
The project officially kicked off August 21 in Oslo, Norway. Hurtirguten joins 22 Norwegian brands in the initial pilot phase, including two of its partners and suppliers, Mack Brewery and Aurora Spirits.
Made in Norway got underway amid Hurtigruten’s “Live the Legend of Norway” campaign. The line plans to incorporate Made in Norway branding across its channels and markets.
“Hurtigruten is the ultimate travel brand to represent Made in Norway around the world,” says Hedda Felin, chief executive officer of Hurtigruten. “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.”
The cruise line’s food concept, Norway’s Coastal Kitchen, has been in place for more than a decade. At least 80 percent of all food served onboard Hurtigruten voyages is sourced locally from Norway.
The company is in the process of developing the world’s first zero-emission ship by 2030. Hurtigruten has also set a goal of reaching zero edible food waste. By the first quarter of 2025, Hurtirgreun will have four battery-powered ships in its fleet; it will also have reduced fuel consumption and carbon dioxide emissions by 25 percent.
For 10 years, Hurtigruten has also offered a “Northern Lights Promise” that offers travelers a free cruise if they don’t see the aurora borealis on select itineraries. Earlier this year, the line also appointed the world’s first “chief aurora chaser.”
“The Made in Norway label of origin is an important part of the government’s initiative to strengthen and increase Norwegian exports,” says Håkon Haugli, chief executive officer of Innovation Norway, which is spearheading the initiative. “We are proud that Hurtigruten is one of the early adopters of the label. Hurtigruten’s products and services are based on Norway, our history, culture and nature, and thus represent a perfect match for Made in Norway. We are excited to see the label applied to experiences as well as to physical products.”
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