NORWAY: Success for undesirable carrots as entrepreneurial farmer creates niche
Norwegian farmer Tor Fuglestein has created an unusual success story as a niche farmer, thanks to determination and common sense, and now sells over NKr15m (US$2.8m) a year of his "crunchy roots".
"I was immensely irritated that our smallest carrots, which were also the best, couldn't be sold because they didn't meet strict standards for size and weight in the industry," Fuglestein told newspaper Aftenposten.
He decided to try selling them as a quick and healthy snack product, and after eight years of research and marketing launched the product, which has become a landmark success for the agricultural sector.
Fuglestein has trademarked the name "Knaskerøtter" in Scandinavia and has managed to handle all sides of production, distribution and marketing without having to commit to a major grocery chain or wholesaler.
- Interview: Sir Kensington's on sale to Unilever
- Analysis: Post discusses rationale for Weetabix
- Who will buy Danone's Stonyfield business?
- Interview: "Disruptive" snack brand Hippeas
- Column: Why snacking is the new meal
- Unilever buys US condiments maker Sir Kensington's
- Ice cream helps Unilever sales, food flat
- Nestle organic growth slows but beats expectations
- Suntory to offload Australia, New Zealand foods
- Dairy dampens Danone in Q1