Norsk Sau og Geit

What Norsk Sau og Geit does

Norsk Sau og Geit (NSG) is Norway's national interest organization for sheep, goat, and herding dog owners, headquartered at Moerveien 2A in Ås. Founded in 1947 (with its member magazine 'Sau og Geit' published since 1948), it operates as a private membership association governed by a central board (Sentralstyret) and representative assembly, supported by county chapters (fylkeslag) across all Norwegian counties and local chapters (lokallag) beneath them. The organization provides breeding databases (Avlsdatabanken for sheep and goats), a semen ordering and catalog system (Semin Norge), a climate calculator (Klimakalkulatoren), a herding dog trial management platform (Gjeterhundprøver), the Min Side member portal, the NSG-butikken merchandise shop, and runs national championships in sheep shearing (NM i saueklypping) and the annual Geitedagene and Beitekonferansen conferences.

NSG's core technology is built on the CorePublish CMS (provided by CoreTrek AS) and includes the Consio-hosted Min Side member portal. Domain-specialized systems include saueavl.nsg.no and geiteavl.nsg.no breeding databases, semin.nsg.no for artificial insemination ordering, and gjeterhundprøver trial management. The member magazine 'Sau og Geit' has been published six times per year since 1951 and serves as the primary editorial and debate forum for small livestock husbandry in Norway. NSG also integrates Skandobs, the shared Scandinavian large-predator reporting platform, to support member documentation of wolf, bear, lynx, and wolverine observations.

The business model is membership-funded: NSG generates revenue primarily through annual subscription membership fees paid by sheep farmers, goat farmers, and herding dog owners, with ancillary income from the NSG-butikken shop, magazine advertising, and event-related fees. Pricing is not publicly disclosed. The go-to-market is community-led: member recruitment is driven through the nsg.no website, Min Side portal, county and local chapter networks, the member magazine, and flagship events such as Geitedagene (co-hosted with TINE), Beitekonferansen (with Norges Bondelag, Norsk Bonde- og Småbrukarlag, TYR, and now Nasjonalt Senter for Fjellandbruk), and the national sheep shearing championship. NSG also holds a recognized position in Norwegian agricultural policy, participating in the annual jordbruksoppgjøret settlement alongside the broader farmers' union coalition.

Name

Norsk Sau og Geit

Legal name

Norsk Sau og Geit

Website

https://nsg.no

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

11–50 employees

Short description

Norsk Sau og Geit is Norway's national membership interest organization serving sheep farmers, goat farmers, and herding dog owners with breeding databases, semen services, advocacy, member magazine, events, and digital member tools since 1947.

Ownership category

akta.pro rank

Product category

Agricultural Interest Organization

NAICS

Support Activities for Animal Production (11521), Support Activities for Animal Production (115210), Sheep and Goat Farming (1124)

SIC

Agricultural Services (700)

akta.pro primary industry

Livestock & Herd/Flock Operations Management Advisory (Nutrition, Housing, Performance) (AFACAJAL)

akta.pro secondary industries

Selective Breeding Program Design & Consulting (AFAEAJAE), Livestock Performance Monitoring Services (Weighing Programs, BCS, Data Capture) (AFACAEAL), Hoof Care & Livestock Husbandry Services (Trimming, Dehorning, Castration Support) (AFACAEAJ)

Keywords

• Sheep farming association
• Goat farming organization
• Livestock breeding services
• Herding dog trials
• Agricultural member services

Headquarters

HQ city

Ås

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Fees: NSG generates revenue primarily through annual membership fees from sheep farmers, goat farmers, and herding dog owners across Norway. Members receive access to member benefits, the member magazine 'Sau og Geit', and member shop.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Norsk Sau og Geit is Norway's national interest organization for sheep and goat owners and herding dog handlers, selling annual memberships that unlock breeding services (Avlsdatabanken database and Semin semen distribution), the member magazine Medlemsbladet Sau og Geit, the Min Side online portal, the NSG-butikken member shop, the Klimakalkulatoren climate tool, and access to national events such as Geitedagene, NM i saueklypping og ullhandtering, Beitekonferansen, and gjeterhundprøver.

Product overview

Norsk Sau og Geit (NSG) operates as a membership-based interest organization for sheep, goat, and herding dog owners in Norway. The organization provides its members with a unified platform consisting of an online member portal (Min Side) for accessing the membership magazine and exclusive resources, combined with specialized services including a member store (NSG-butikken), breeding databases (Avlsdatabanken), semen services (Semin), a climate calculator tool, and herding dog trial management. NSG also organizes major annual events including Geitedagene, NM i saueklypping, and Beitekonferansen. The portfolio includes both digital products and in-person events serving Norwegian small livestock farmers.

Differentiator

Problem solved

Functional benefit

Brands

• Sau og Geit: The organization's member magazine, published 6 times per year since 1951 (previously 4 times per year from 1948). It serves as the primary publication for members covering small livestock husbandry topics.

Quantifiable outcome

• Member magazine published 6 times annually since 1951

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• TINEcoreStrategic or Co-development Partner · 15 October 2026Norsk Sau og Geit and TINE collaborate annually on 'Geitedagene' (Goat Days), a multi-day event for the goat industry featuring knowledge sharing, professional development, and networking. In 2026, they co-host the event October 15-18 at Park Inn by Radisson Oslo Airport Hotel West, Gardermoen, starting with 'NY Geit' (New Goat) for new goat farmers.
• Norsk Bonde- og SmåbrukarlagcoreStrategic or Co-development PartnerNSG collaborates with Norsk Bonde- og Småbrukarlag (Norwegian Farmers and Smallholders Union) on advocacy issues including predator management, grazing rights, and agricultural policy negotiations. They coordinate on shared interests in agricultural matters.
• Norges BondelagcoreStrategic or Co-development PartnerNSG works with Norges Bondelag (Norwegian Farmers Association) on agricultural policy issues affecting sheep and goat farmers, including participation in annual agricultural settlement negotiations (jordbruksoppgjøret).
• TYRcoreStrategic or Co-development PartnerNSG partners with TYR (Norwegian cattle breed association) and others on the Beitekonferansen (grazing conference), a biennial conference focused on grazing issues and sustainable pasture management.
• Nasjonalt Senter for FjellandbrukminorStrategic or Co-development PartnerAdded as a new partner for the 2026 Beitekonferansen (November 23-24, 2026), representing the national center for mountain agriculture (upland farming) in Norway.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Meat & Livestock Australia: Australian red-meat industry research and marketing body funded by producer levies. MLA is a far larger-scale analog covering sheep and cattle producers with research, marketing, and advocacy — comparable in mission structure (industry-good services funded by producers) though vastly bigger in scope.
• Norges Bondelag: Norwegian Farmers' Union is the dominant general-interest agricultural organization in Norway. NSG partners with Norges Bondelag on jordbruksoppgjøret, and Bondelag's broader scope (covering all farmer categories) makes it the most direct peer in terms of interest-organization model and policy advocacy role.

Others

• Animalia: Norwegian meat and egg industry association covering red meat and livestock supply-chain interests. Animalia is a thematic peer working on adjacent small-ruminant and red-meat industry issues that overlap with NSG's member pain points.
• Federation of European Goat Associations: Pan-European umbrella body for national goat breeder associations. It is a thematic peer representing the federated interest-organization model that NSG operates within at the national level, providing international coordination on goat breeding and advocacy.

Regional players

• TINE: Norwegian dairy cooperative that co-hosts Geitedagene with NSG. While TINE operates primarily in dairy rather than small livestock, its goat-milk industry engagement and cooperative/interest-organization model make it a strong structural peer for member-service delivery and event partnerships.
• National Sheep Association (UK): UK national sheep industry body representing sheep farmers with similar services: breeding, events, magazine, and policy advocacy. It is a strong international structural peer to NSG, though operating at much larger scale in a different national context.
• Svenska Fåravelsförbundet: Swedish Sheep Breeders' Society is the Swedish counterpart interest organization for sheep farmers. It is functionally analogous to NSG (breeding programs, magazine, advocacy, member services) but operates across the border in Sweden rather than Norway.

Direct peers

• Norsk Bonde- og Småbrukarlag: Norwegian Farmers and Smallholders Union is a sister interest organization representing small-scale farmers. It co-hosts Beitekonferansen with NSG and shares overlapping membership and policy advocacy interests, particularly on grazing rights and predator management.
• TYR: Norwegian cattle breed association for specialized beef cattle. TYR is structurally similar to NSG (species-specific interest organization with breeding programs, magazine, and policy advocacy) and is a confirmed core partner on Beitekonferansen.
• Geno: Norwegian cattle breeding organization operating AI, semen, and breeding databases for cattle. Geno is the closest functional analog to NSG's Semin Norge and Avlsdatabanken services, just applied to cattle instead of sheep and goats.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/norsksauoggeit
• Instagraminstagram.com/norsksauoggeit
• LinkedInlinkedin.com/company/norsk-sau-og-geit

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Norsk Sau og Geit