Norway relies on craftsmanship

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Bakeries in Norway

There are six large bakeries in Norway, which account for the majority of the market. Three of these businesses belong to supermarket chains. Furthermore, there are around 60 “artisan” bakeries that own several outlets. Unfortunately, the number of small artisanal bakeries is steadily declining, while large companies continue to grow. Some of them have expanded the production facilities nationwide. Other bakeries rely on new concepts and produce a large part of their range in the shop. One example of this is the Godt Brod bakery (www.godtbrod.no).

Norwegian craft bakeries account for around 20% of the market share – all other baked goods are purchased from the large companies. The Norwegian bakeries process around 70% of local grain, about 30% is imported (mostly from the EU). In Norway, the grain fields are mainly found in the region around Oslo, in the very southeastern part of the country (Innlandet, Viken, Vestfold og Telemark, Agder). The grain processed into bread and baked goods is divided roughly as follows: 80% wheat, 15% rye, 4% oats and 1% barley.

A typical holiday pastry is the Julekake (Christmas bread with fruit). This is also often eaten hot with salty butter, accompanied by brown cheese or jam. But the most popular festive pastry is the Kransekake (ring cake). It is eaten on the national holiday or at large family celebrations, such as Christmas or weddings. The gluten-free pastry consists of several layers of baked marzipan rings stacked ontop of each other and coated with a powdered sugar and egg white glaze.

The bread scale

The bread scale was developed in collaboration with the Norwegian Health Authority, the Norwegian Food Safety Authority and the Consumer Council. The implementation is voluntary for the flour and bakery industry. Companies that are members of the BKLF (Baker- og Konditorbransjens Landsforening) or have concluded a contract with them are authorized to use the bread scale. The baking industry fully supports this label, which is why almost all companies are participating.

The bread scale indicates the percentage of whole grain and bran in relation to the total amount of flour in the bread. The label can be used for both packaged and unpackaged products. The labeling system does not include the content of seeds, nuts or other ingredients that may additionally affect the fiber content of the bread.

The bread scale is divided into four categories:

• Extra whole grain bread: 76 – 100% total flour or whole grain
• Whole grain bread 51 – 75.9% total flour or whole grain
• Semi-whole grain bread: 26 – 50.9% total flour or whole grain
• Fine bread: 0 – 25.9% total flour or whole grain

The purpose of this bread scale symbol is to provide consumers with important and useful information to encourage increased consumption of whole grain products. For example, whole grains are an important source of fiber and contain various vitamins and minerals that the body needs. Whole grains are also good for digestion and can reduce the risk of various lifestyle diseases.

The label has been around since 2017 and has led consumers to eat more whole grain bread, with an upward trend. Before the introduction of the bread scale, the consumption of whole grain bread was just under 50%. 100% whole grain bread remains unpopular. However, mixed breads containing between 50 and 75% whole grain can attract many consumers on a regular basis.

Artisan bakery

To protect Norway’s traditional artisan baking heritage, the national trade association has developed the label “Håndverksbakeri”. Bakeries that use this label are recognized training establishments, have a high proportion of skilled workers in production, maintain artisan traditions, make baked goods from scratch and use Norwegian ingredients. With this certification, the association wants to make it clear to consumers which bakeries help to preserve the tradition of Norwegian-quality craftsmanship. To date, 32 establishments across the country have been awarded this label.

Waagan Bakery

The traditional Waagans bakery in Tynset, known throughout Østerdalen, has been in business for 75 years and has been awarded the “Håndverksbakeri” distinction. The business is now run by Anna Flemsahterhauf, the third generation of the family. The former nurse took over her parents’ business in 2018 and has not regretted her career change for a minute. She is proud to train apprentices in baking and confectionery at her business and to work with her team to revive old recipes and try out new ones.

Terms of use of the Håndverksbakeri label

• Label users must be approved training companies.
• They employ 50% skilled personnel.
• 50% of the products must be handmade.
• Label users must employ Norwegian and Nordic raw materials and offer a product suitable for the “New Norway” label.
• In order to use the label, businesses must be members of the Bakers’ Association.

Sources (original in Norwegian):
www.bklf.no, flesland-markedsinfo.no, www.lantmannen.com

Written, edited and published by: Richemont Centre of Excellence

This report was produced in close collaboration with Urs Röthlin, former Head of Bakery at Richemont Centre of Excellence.