Norsk Landbruksrådgiving

What Norsk Landbruksrådgiving does

Norsk Landbruksrådgiving SA (NLR) is a farmer-owned Norwegian agricultural advisory cooperative (Samvirkeforetak) headquartered in Ås, Norway, with 251-500 employees organized across 10 regional offices covering Østlandet, Sørlandet, Vestlandet, Midt, and Nord. The organization provides specialized advisory services to Norwegian farmers across five practice areas: agriculture (potatoes, grain, forage), horticulture (fruit/berry, greenhouse, vegetables), farm operations and administration (soil, buildings, HMS, machinery, economics), climate advisory, and organic farming. Its core technical platform includes the Klimakalkulatoren climate calculator (developed through the Klimasmart landbruk project), the NLR Jordprøvetolken soil-sample interpreter, and NLR Jordkart GPS-based soil mapping for precision agriculture and variable-rate liming, supplemented by approximately 700 field trials per year conducted jointly with NIBIO.

NLR operates a membership-based revenue model combining an annual base fee (kr 1,360) plus an area-based contribution (minimum kr 500/year), with discounted hourly advisory services for members at kr 985/hour versus kr 1,970/hour for non-members. Members also subscribe to weekly or monthly Vekstmeldinger growth reports, the NLR-Nytt email newsletter, and the quarterly NLR-Magasinet print magazine, and gain access to compliance tools (Plantevernjournal, Gjødseljournal) required under Norwegian fertilizer and pesticide regulations. Specialized paid services span systematic soil sampling (kr 140/sample for members), potato storage checks (Lagersjekken, kr 5,000 for a single member visit), fertilization planning (kr 1,600 base), and one-to-one climate advisory (kr 7,500). The organization is governed by a board chaired by Arnstein Røyneberg, with Bjarne Holm as Managing Director (Administrerende direktør) and Anne Kari Heen as Fagdirektør. Additional member tiers serve municipalities, agricultural cooperatives (samdrifter), and supporting businesses/organizations.

The go-to-market combines a nationwide physical advisor network with digital channels (nlr.no website, email, social, podcasts, YouTube) and event-based engagement through field days (markdager), courses, and seminars. NLR holds strategic partnerships with TINE and Nortura for joint climate-advisory delivery, with NIBIO for joint research and field trials, with ProAgria (Finland) and Hushållningsselskapet (Sweden) for Nordic cooperation, and operates as a government-approved climate advisory organization under Norwegian subsidy programs.

Name

Norsk Landbruksrådgiving

Legal name

Norsk Landbruksrådgiving SA

Website

https://nlr.no

Company type

Private

Operating status

Operating

Headcount range

251–500 employees

Short description

Norsk Landbruksrådgiving (NLR) is a Norwegian farmer-owned cooperative that delivers agricultural advisory services across Norway through 10 regional offices, ~700 annual field trials, and digital tools spanning crop production, soil, climate, and farm economics.

Ownership category

akta.pro rank

Product category

Agricultural Advisory Services

NAICS

Farm Management Services (115116)

SIC

Agricultural Services (700)

akta.pro primary industry

Carbon, Sustainability & Farm Certification Support (Agro-Environmental Advisory) (AFACABAL)

akta.pro secondary industries

Carbon, Sustainability & MRV Services for Farms (Baseline, Monitoring, Reporting, Verification) (AFACACAK), Plant Tissue, Soil & Water Sampling Coordination (Agronomy-Focused) (AFACABAH), Machine Guidance & Automation Services (RTK, Autosteer Install/Support, Section Control) (AFACACAI), Pathogen & Disease Diagnostics Services (Plant, Soil, Water) (AFACAKAG)

Keywords

• Agricultural advisory services
• Crop production consulting
• Soil sampling analysis
• Climate farm advisory
• Farmer membership services

Headquarters

HQ city

Ås

HQ country

Norway

HQ region

Europe

Offices17 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership fees: Primary revenue stream from annual membership fees consisting of base contribution (kr 1,360/year) plus area-based contribution (minimum kr 500/year). Members receive discounted advisory services, access to newsletters, field days, and trials.
2. Advisory and consulting services: Hourly advisory services and specialized consulting engagements. Members receive discounted rates (kr 985/hour) compared to non-members (kr 1,970/hour). Additional services include soil sampling, nutrient analysis, and farm-specific planning.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Norsk Landbruksrådgiving (NLR) is a farmer-owned cooperative delivering agricultural advisory services across five service areas: Jordbruk (agriculture), Hagebruk (horticulture), Gårdsdrift og administrasjon (farm operations), Klima (climate), and Økologisk (organic farming). Services include on-farm visits, multi-visit advisory agreements, group sessions, soil sampling and analysis, fertilization planning, climate advisory, plant protection planning, and crop monitoring, supported by proprietary digital tools (Klimakalkulatoren, Jordprøvetolken, Jordkart) and an annual field trial program of 700+ trials.

Product overview

Norsk Landbruksrådgiving (NLR) is a farmer advisory organization offering a comprehensive portfolio of advisory services organized under five main service areas: Jordbruk (Agriculture, including potato, grain, and forage), Hagebruk (Horticulture, including fruit/berry, greenhouse, and vegetables), Gårdsdrift og administrasjon (Farm operations, including hydrotechnics, soil, buildings, HMS, renewable energy, machinery, economics, and accounting), Klima (Climate advisory), and Økologisk (Organic farming). The core offering is individual and group advisory services supplemented by digital tools such as NLR Jordprøvetolken (interactive soil analysis interpreter), NLR Jordkart (GPS-based soil mapping), and the Klimakalkulatoren for climate planning. NLR also provides compliance and record-keeping tools including NLR Plantevernjournal, NLR Gjødseljournal, and the physical NLR Notatbok for planteproduksjon. Information products include the NLR-Magasinet (quarterly print magazine), NLR-nytt (email newsletter), Vekstmeldinger (weekly growth reports), and NLR PotetNytt (weekly potato newsletter). Advisory delivery models range from individual on-farm consultations, multi-visit annual agreements, group field days, to digital resources on nlr.no.

Differentiator

Problem solved

Functional benefit

Brands

• NLR Tjenester: Agricultural advisory services covering potatoes, grain, forage, vegetables, fruit, berries, greenhouses, economics, accounting, climate advisory, pig farming (NLR Gris)
• NLR-Magasinet
• NLR-Nytt

Products and services

• NLR Membership (Grunnkontingent + Arealkontingent)

Quantifiable outcome

• 700+ field trials annually across Norway generating actionable farming insights

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• TINEcoreStrategic or Co-development PartnerCollaboration on climate advisory services for farms with livestock and forage production. Farmers can receive climate advisory from advisors from both NLR and TINE.
• NorturacoreStrategic or Co-development PartnerCollaboration on climate advisory services for livestock farms. Nortura is a major Norwegian agricultural cooperative.
• NIBIOcoreStrategic or Co-development PartnerResearch collaboration on field trials, crop research, and agricultural science. NLR and NIBIO jointly conduct extensive field trials across Norway, including the INNOFORAGE project for forage research.
• ProAgriacoreStrategic or Co-development PartnerNordic cooperation with Finnish agricultural advisory organization for knowledge sharing, field trial collaboration, and enhanced agricultural preparedness.
• HushållningsselskapetcoreStrategic or Co-development PartnerNordic cooperation with Swedish agricultural advisory organization for shared learning, variety trials, fertilizer and crop protection research, and strengthened regional and Nordic food production readiness.
• Klimasmart landbruk (project)coreStrategic or Co-development PartnerMulti-stakeholder project developing and expanding the climate calculator for more agricultural productions. NLR participates as advisory partner providing climate advisory services.
• Nasjonalt senter for fjellandbrukminorStrategic or Co-development PartnerCollaboration on seterfagdager (mountain farm days) project 2025-2027, providing knowledge exchange for mountain farming across Norway.
• Norges VelminorStrategic or Co-development PartnerPartner in the seterfagdager project for mountain farm education and knowledge sharing.

Scale indicators3 records

Recent moves1 record

Expansion highlights6 records

Regional players

• Agroscope: Swiss federal agricultural research and advisory body covering crop production, animal husbandry, and food sustainability. Comparable in scale and breadth to NLR's R&D-driven advisory model, but operating in a different national market.
• Teagasc: Irish state agency providing agricultural research, advisory, and education to Irish farmers. Operates a comparable national advisory model but serves a different geography (Ireland) and does not directly compete with NLR in Norway.

Broad incumbents

• Yara International: Global fertilizer company that operates the Megalab plant-tissue analysis service used by NLR. Yara's crop nutrition advisory and digital agronomy offerings overlap with NLR's fertilizer planning and precision agriculture services, but as part of a much larger portfolio.
• Bayer Climate FieldView: Global digital agriculture platform offering data-driven agronomic recommendations, satellite monitoring, and variable rate prescriptions. Competes with NLR's precision agriculture and digital advisory tools, but as part of Bayer's broader crop science portfolio.

Emerging players

• Trimble Agriculture: Precision agriculture technology provider offering GPS guidance, autosteer, and variable rate application tools — directly comparable to NLR Jordkart's GPS-based variable-rate liming functionality.

Others

• TINE SA: Norwegian dairy cooperative that jointly delivers climate advisory with NLR for dairy and livestock farms. While primarily a dairy processor, TINE's farm advisory arm directly overlaps with NLR's livestock and forage services.
• Nortura SA: Major Norwegian livestock/meat cooperative partnering with NLR on joint climate advisory for livestock farms. A partner/cooperator rather than a direct competitor, but its farm services partially overlap with NLR's livestock offering.
• NIBIO (Norwegian Institute of Bioeconomy Research): Norwegian government research institute that jointly conducts field trials with NLR (e.g., INNOFORAGE) and publishes soil maps. Closely intertwined with NLR through research collaboration and seed potato testing, though it is a public research body rather than a commercial advisor.

Direct peers

• ProAgria: Finnish agricultural advisory organization providing extension services, farm management, and applied research to Finnish farmers. Operates a near-identical business model to NLR and is already an active Nordic knowledge-sharing partner, making it the most direct comparable.
• Hushållningsselskapet: Swedish agricultural advisory body running variety trials, fertilizer research, and farm advisory across Sweden. NLR explicitly cites Hushållningsselskapet as a Nordic cooperation partner for variety trials and crop protection research.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xfacebook.com/landbruksraadgiving
• YouTubeyoutube.com/@norsklandbruksradgiving1355
• Facebookfacebook.com/landbruksraadgiving
• LinkedInlinkedin.com/company/norsk-landbruksr%C3%A5dgiving-sa?trk=public_profile_topcard-current-company
• Instagraminstagram.com/norsk_landbruksradgiving

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Landbruksrådgiving