Norwegian Cuisine with a
new Twist
(March 23, 2004)
Easy
access to travel and multimedia has created a greater awareness of other
cultures and the commodities available to consumers. This has provided a
challenge to which Norwegian businesses must rise if they are to supply the
new commodities that are in demand.
Story by Innovation Norway
There is evidence in all industries that modernised design, style and habits
are motivating new products. Visiting Norway today reflects these changes. A
more continental café and gourmet lifestyle have motivated greater focus on
designed presentation and a fancy for organic features. The Norwegian Fjord
Trout is creating culinary waves as the key ingredient in a new and highly
popular pizza from Pizza Hut.
Greater awareness
With the wealth of Norwegian natural produce available, it is no surprise
that Norwegian cuisine has extended its repertoire to include delicacies
found throughout this diverse nation. Gourmet chefs have gained
international reputations based on dishes created using Norwegian produced
raw materials that adhere to international standards of quality.
There is also a greater awareness among Norwegian consumers for innovative
recipes grounded in traditional values and preparation. There is a greater
interest today in more internationally inspired fare that is nonetheless
prepared in accordance with traditional values. People are claiming the
right to fresh ingredients produced in wholesome environments with a minimum
of chemical intervention.
Norwegian companies recognize the importance of catering to this market
hereby also challenging it to further growth. There are many ways of doing
this. One of the more inspired and innovative ways is to fuel people with
information thus aiding them to make informed decisions about consumer
habits and to readdress stereotypical views of Norwegian brands and culture.
Fjord pizza
There are certain natural resources for which Norwegian companies are well
renowned. The challenge lies in creating new avenues for the usage of these
raw materials and promoting them in a manner that caters to the tastes of
people today.
A mundane example in this context is pizza - the current staple diet of many
people the world over. The search for new recipes that will tempt and appeal
to new markets is a constant pressure. Companies must be willing to
experiment and take risks. Pizza Hut has recently launched a new type of
pizza with Norwegian Fjord Trout as the main ingredient. Half the pizzas
they now sell are topped with smoked Norwegian Fjord Trout.
Three weeks after the launching, every other pizza sold is the Norwegian
Fjord Trout variety. The test period will last for two months, but this new
pizza is already characterised by Pizza Hut as a huge success. Never before
have they achieved such good results after launching a new product. Pizza
Hut now wants to use Norwegian Fjord Trout in more of their products, and is
already developing new varieties. According to Pizza Hut, Norwegian Fjord
Trout is preferred because of its colour and texture. This is the same
conclusion of earlier studies carried out in Asian markets.
Cheese n' herring
Norway is a country of small farms and modern dairy production. Although a
mere
3 % of the land is cultivated, conditions in Norway are well suited for
dairy
Tine BA's lowfat Jarlsberg is very popular among more health-conscious
counsumers.
Tine Meieri BA is Norway’s largest producer of dairy products and cheeses
such as the low fat Jarlsberg are very popular among the more health
conscious consumers who do not wish to compromise taste for the healthier
option.
Another example of a Norwegian company willing to meet new trends
proactively is King Oscar who has long been established on the Norwegian
sardine market. On November 29th 1902, the Stavanger based canning company "Chr.
Bjelland & Co." received royal permission to use King Oscar II’s name and
picture on their products.
Ever since, Norwegian sardines have been exported "By Special Royal
Permission". From the start, resources were being used to give the brand its
unique design and King Oscar became the symbol for first class Norwegian
brisling sardines. King Oscar was registered in the USA as early as 1903,
and in Australia in 1913. Since 1998, King Oscar has taken over the
sardine-market in Norway, holding 83 % market share in 2002. The last few
years have seen certain modifications, whilst the traditional products such
as brisling sardines in olive oil and tomato have been maintained, loved as
they are by consumers. King Oscar sardines have also added new products,
such as sardines with salsa, to meet new consumers, trends and changes in
taste.
These examples clearly illustrate that Norway is very much on the map of
innovation and design. Norwegian industry is constantly re-inventing itself
to meet the requirements voiced by its markets at any given time.
Scandinavian cooking goes hybrid
The idea is to fusion traditional Norwegian fare with more sophisticated
international cuisine. Although this is by no means pioneered by Andreas
Viestad, he has done much to promote Norwegian produce and gourmet standards
abroad as well as in his native Norway. As a journalist for Dagbladet - the
foremost cultural newspaper in Norway - Viestad has inspired many a
household to more adventurous cooking.
He has a weekly column in which he expounds the virtues of good cooking with
quality ingredients that are available to all. With several cookery books
already to his name, Viestad has now made a television series that has been
shown in the USA. His mix of continental cooking with Scandinavian
ingredients and recipes has breathed new fire into traditional cooking.
And fire in more ways than one, as the food is prepared outdoors in various
locations throughout Norway. Viestad has travelled the length and breadth of
Norway and recreated traditional recipes with a new twist. Acting as both
chef and guide, Viestad provides an insight into Norwegian culture,
literature and history. There are recipes that date back to the Vikings!
Both USA APT and the British BBC have bought the series. The Norwegian
sponsors of the television programmes and book are very representative of
the spirit of Viestad’s project.
Cheeseburger with Game and Foie Gras
This is a luxurious and decadent burger, if there ever was one. Serves 2:
1/2 lb ground or finely chopped game, venison, grouse, moose and partridge
1/2 lb ground pork
salt and pepper
2 juniper berries, crushed
1 tsp finely chopped sage
2-3 oz foie gras, cut into 2 thick slices
1 tbs duck fat or butter, optional
3-4 Jarlsberg, cut into 2 thick slices
2 slices good country bread
Mix ground game and pork. Season with salt, pepper, juniper and sage.
If the foie gras is uncooked, sauté it in a very hot non stick skillet for
1-2 minutes. Reserve the fat in the pan.
Divide the meat into four equal size pieces. Mold each of them into thin
burger shapes. Place the foie gras slices on top of two of the meat pieces,
and the remaining two on top so that the foie gras is surrounded by the
meat.
Heat the remaining fat from the foie gras, or duck fat or butter. Fry the
burgers for 10 minutes over medium high heat. Place the cheese sliced on top
of the burgers and continue cooking for 2 minutes, until the cheese has
started to melt.
Serve the cheeseburgers on top
of good country bread