Food processors 'deceive consumers', say Norwegians as pressure mounts to introduce ombudsman

©iStock/Zentilia

Pressure is mounting on Norway’s government to introduce an ombudsman to oversee a food supply chain that is increasingly dominated by a few major players.

New figures published by Nielsen show that just three supermarket chains now command 96.1% of the market – Norgesgruppen, the Norwegian Group (43.2%), Coop (29.2%) and Rema (23.7%).

Some have suggested a 50% ceiling to prevent the Norwegian Group gobbling up more share.

Speaking at a high-profile industry debate last week, the agriculture minister Jon Georg Dale said that wouldn’t work. However, he expressed concern that it was becoming increasingly difficult for new players to enter the market.

We must ensure that these three players do not become the only ones on the market in any future,” he explained. The results of a government investigation into what prevents new food businesses entering the market should be published soon.

Other politicians attending the debate expressed concerns about the popularity of “vertically integrated” supply chains. “The tendency of recent years is a much, much stronger vertical integration in the value chain,” said Ola Borten Moe, deputy chairman of the Centre party, in an interview with the Nationen newspaper. “Still fewer [companies] are controlling more.”

Peter Ruzicka, CEO at food manufacturer Orkla, is also keen for the government to step in. He believes a new law of “good commercial practice” would “solve many problems”.

Citing the UK’s grocery adjudicator as an ombudsman scheme that has “worked reasonably well”, Ruzicka claimed a similar approach in Norway would lead to greater competition, improved relationships within the supply chain and more transparency.

New consumer survey

His comments came as Orkla, which process snacks and confectionery as well as ingredients for the bakery trade, released new research showing that 84% of consumers want to see a strong Norwegian food industry. Indeed, almost two thirds (64%) claimed they would be happy to pay more for national goods.

“Around 80% of all the food we sell in Norway is made in this country,” Ruzicka explained. “Because of this national production, we can meet Norwegian consumers’ wishes and expectations far more effectively than our foreign competitors. Foods produced without palm oil and products with less salt are some examples,” he added.

Still, the survey also revealed that consumers don’t trust food processors. Almost one in two (48%) believes the food industry “tries to deceive them”, whilst 42% feel that industrially produced food is unhealthy. Some 87% think the food they prepare at home is “better than industrially produced food”.

“Unfortunately, the results show that the myths about industrially produced food are still flourishing,” Ruzicka said. “However, good, healthy food is not a question of the size of the pot, it’s about the ingredients that you put in it.”

Related News

© Renaissance

Orkla snaps up distribution deal for acrylamide-reducing yeast

© iStock/taffpix

Orkla cuts palm oil from 98% of its Nordic sweets and snack brands

The keyhole was established in Sweden in 1989

Sweden to make keyhole “cooler” for consumers

Professional tasters provide the most accurate answers but are expensive and time-consuming for small companies developing new products for the market. © iStock

Sensory profiling just got simpler, faster and cheaper: Nofima

Fresh or dried vegetable pasta can help people reach their five-a-day vegetable intake - currently the most compelling health claim for British shoppers, according to a Mintel survey.

Spirals of success: Vegetable pasta is on the rise

© iStock / Mihtiander

Ferrero is top food firm for deforestation-free palm oil: Greenpeace

© iStock/AlexPro9500

Ferrero wins appeal as Belgian court tells Delhaize to stop saying 'no palm oil' is healthier & more sustainable

Related Products

See more related products

Comments (2)

Mary Krause - 22 Aug 2017 | 07:49

US Food Producer Conflicts

Many US companies have been taken over by foreign food producers, for example, Nabisco by Central & South American countries. Nestle has been taken over to some extent by Mondele which markets foods from Africa & other locations. Kraft cheese & other foods often are distributed from Illinois, USA but the factory of origin is not noted. Many US foods have awful 'hot & spicy' tastes: hot chili type peppers, hot paprika (unlike the sweet paprika previously used in packaged foods), India type ginger & cinnamon, Africa wasabi. There's nothing worse than 'hot & spicy' cookies, ice cream or various everyday foods. US & new foreign '1%'er' import deal-makers seek special grants & loans here to take over the US food chain for huge profits. Globalist foods taste awful. But these groups seem to be run by 'new world order communists' seeking to break down normal national culture & traditions, including foods & spices, while pulling money out of the US to foreign food processors.

22-Aug-2017 at 19:49 GMT

John - 22 Aug 2017 | 05:40

Freedom FROM choice and death of free trade

The power of a few supermarket chains and their greed for capturing the most of consumer's spending is cutting on the choice of brands and products consumers have. EU authorities are worried as it hurts free trade and competition. Nobody has been able to stop this tsunami. Only the US has legislation that limits market share assuming that under freedom the players will abuse.

22-Aug-2017 at 17:40 GMT

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.