Kuraas and Lofotlam: Tender and flavourful lamb, Made in Norway

Kuraas is a heritage meat producer based in Narvik in North Norway. For nearly 100 years, the company has been dedicated to high-quality meat production. Now, with the launch of the new Lofotlam brand, it aims to compete in the global market against some of the world’s best lamb.

Thanks to careful breeding and a rich, natural grazing landscape – where lush alpine pastures emerge as the snow retreats up the mountainside – Norway offers some of the most tender and flavourful lamb in the world.

“It’s important to stand out. With Protected Geographical Indication (PGI) certification and the Made in Norway label we are unique and confident that we will gain enough interest for customers to try our product. Once they do, they’ll experience tenderness and flavour like never before. We hope that will build a customer relationship that lasts a lifetime,” says Kenneth Kuraas.

Lofotlam is well known in Norway and doesn’t need an origin label. But in the international market, Lofotlam is a new and unfamiliar brand. That’s why the Made in Norway label is so important. Norway is recognised globally for its stability, responsibility, transparency and integrity – values that build trust and confidence in products.

“We’re proud to fly the same flag as Norway’s national export champions. Being associated with the Norwegian flag signals trust, quality and responsibility,” says Kuraas.

Export is uncharted territory for Kuraas and the Lofotlam brand. Very few Norwegian companies in the meat industry have hands-on experience with international markets and export, so this a bold and exciting step forward.

“That’s why we’re very pleased with our collaboration with Innovation Norway’s office in Milan. Together, we’ve secured a serious distributor who is ready to launch Lofotlam on the Italian market,” says Kuraas.

Lofotlam received its PGI certification this year. Along with the Made in Norway origin label mark, it will be prominently featured in all marketing activities.

The labels will appear on product labels, as well as on Kuraas’s own and its distributor’s websites, in catalogues, and across materials used at trade fairs and industry workshops.