A new survey from Market and Media Institute gives Norwegian authorities plenty to chew on as findings defied recent long-term campaigns to publicise the various benefits of organic food and domestic produce.

Norwegians were increasingly health conscious until 2001 but the latest study shows a broad retreat, newspaper Nationen reports. The MMI survey found that now only 44% were concerned about a healthy diet, 22% thought it was very important that produce came from Norway, and a scant 13% were willing to pay more for organic fruits or vegetables.

Programmes to revive and promote traditional Norwegian food also seem to have missed their mark so far, with only 50% expressing affection for local products, a number stable since 1997.

A trend analyst questioned by the newspaper blamed poor information campaigns that failed to convince “trendsetters”.