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”.
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“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.
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