ABSTRACT
In Chapter 11, Bjørg Helen Nøstvold, Ingrid Kvalvik, and Morten Heide share results from a study they completed on “Arctic Origin” as a marketing opportunity for food producers in Arctic Norway. The assumption was that it is possible to achieve added value based on Arctic origin in strategic marketing, but to do this, it is vital to know what consumers’ perceive as Arctic qualities. The study found that consumers associate reindeer, seafood and game as Arctic species, and associate food from the Arctic as natural, pure, healthy, tasty, and traditional. The perception is quite similar in the north and south of Norway. This means that producers generally can use the same branding, unless they have a strong focus on a local food image. Furthermore, many of these characteristics are in line with current international food trends related to health and natural/pure.
