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The traditional gastronomy in rural and mountain areas

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La cocina tradicional rural y de montaña, una ventaja competitiva: La Experiencia de Noruega. Presentación de Espen Blåfjelldal, Vice-President. Hanen – Norwegian Rural Tourism & Traditional Food- Hanen en el 7.º Congreso Internacional de Turismo Rural de Navarra. Pamplona, febrero 2016

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The traditional gastronomy in rural and mountain areas

  1. 1. Food from the norwegian mountains
  2. 2. Traditional rural and mountain cooking, a competitive advantage: the Norwegian Experience
  3. 3. Overview • Norway and Norwegian history • Norway as a tourism destination • Typical approach to food for tourism, in the mountains • What is Norwegian food today? • How does our travellers needs change? • Examples of mountain gastronomy as a competitive advantage
  4. 4. Quick facts about me • Name: Espen Blåfjelldal (Means Bluemountainvalley) • 50% from the north of Norway, 1/8 Sammi
  5. 5. Quick facts about me • Name: Espen Blåfjelldal (Means Bluemountainvalley) • 50% from the north of Norway, 1/8 Sammi • 50 % from Valdres in the south mountain region
  6. 6. Quick facts about me • Name: Espen Blåfjelldal (Means Bluemountainvalley) • 50% from the north of Norway, 1/8 Sammi • 50 % from Valdres in the south mountain region • Lives here now • Education from University of Adelaide • Moved back • Runs a restaurant, brewery and projects. • Vice-president in Hanen
  7. 7. Norway • A long stretch country with only 5 million people • Norway a country in the artic • Traditionally a country with fish and forrest • Found oil in the 60’ • Now a big social-democratic success • Women is working full time • Oil price down
  8. 8. Norway as a tourism destination • Exotic • Fjords • Northern light • Cold • Expensive • Nature, much of it • Once in a lifetime?
  9. 9. Norway for tourist • Snow guaranty • More accesible nature • Temperature turists • Mountain Norway • Micro-segments • Luxury
  10. 10. Norwegian Moutains • Mountains in general between Bergen- Oslo – Stavanger and Trondheim • Low, from 800 meters, and maximum 2469 meters • Three line at 1000 meters • Snow from november untill april
  11. 11. Norwegian Moutains • Mountains in general between Bergen- Oslo – Stavanger and Trondheim • Rural • Scarcly populatet • Traditionally destination for Norwegian turists • Mountain hotels down • Farming, summer farms, long winter
  12. 12. Typical approach to food for tourist • International tourist was typicly groups, Low price • Frozen salmon and industry • Food along the way was fast food • Dinner from 4pm to 7pm • No restaurant culture in the mountains
  13. 13. Trends • Industry - farm • Imported - local • The sharing economy • Social media • Air Travel - Norwegian, Budget flights • Individual - Groups • Climate • Booking
  14. 14. What is Norwegian food today?
  15. 15. Norwegian food today • Yesterday, first 3 star restaurants in Scandinavia • Huge export of seafood • Local food, farm food revolution last 10 years • The local revolution lead by mountain food
  16. 16. Norwegian food today • Huge export of seafood • Fantastic chefs and restaurants • Local food, farm food revolution last 10 years • The local revolution lead by mountain food • Cheese, cured meat, raindeer, beef, berries, vegetables etc • Markeds in the cities
  17. 17. Mountain gastronomy • Tradionally cooking to survive the winter • Curing, salting, cheese, fermenting, stewing, jams etc • Free range animals • High level of antioxidants • Higher levels of omega 3 • Tourism at summer farms
  18. 18. Røros-mat and Gudbrandsdalsmat • Producers made a company together to sell, distribute and to promote the region • Common distribution and quality brand • Started with food, now it is a travel destination
  19. 19. Røros-mat today • Explosive growth • Increase in tourist • Many new businesses • Deliver good results • Sustainable
  20. 20. Why did Røros succed? • Need, Bottom up • Good helpers, bureaucrats • Financial help from innovation Norway and local government • Hard work
  21. 21. Protected food • Rakfisk, fermented trout • Mountain lamb from Gudbrandsdalen • Cured leg of lamb • Cured sausage from Valdres • Mountain almond potato • Cheese from Røros • Fermented milk from Røros
  22. 22. Competitive advantage, mountain food • Pure • Healthy • No industry approach • Believable • Extreme
  23. 23. Successpoints • Hotels with good food is a success • Food experience • Experienced quality • Give your costumers what they want ? • They do not know what we can offer • Over deliver • Available
  24. 24. Success • Social media • Tripadvisor, ratings • Google • Destinations • Traditional marketing is for the big ones
  25. 25. Food, success • Fermented Trout • Cured sausage and meet • Raindeer • Mountainpigs • Lamb • Game
  26. 26. Vinjerock, a case-studie
  27. 27. Vinjerock • How can a festival sell out in under 10 seconds? • The festival is in the middle of nowhere • The infrastructure has to be re-established each year • You can get better music in Oslo • The success is the package • Judge it by the least favourable experience
  28. 28. And of course, the mountain, food and beer! • Reindeer, moose, lamb, mountainpig • Local breweries • Made on site
  29. 29. Festivals • Food festivals • Semifermented trout • Rock-festivals with local food • Demand for unique food in sportsevents
  30. 30. Brief • Norway is small and exotic • The mountains are cold and clean • Mountainfood is pure and clean food • Judge your quality by your least favourable ingredient • Experienced quality • Reviews • Available

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