What Gladmat does

Gladmat is a non-profit limited company (Gladmat AS) founded in 1998 that organizes Norway's largest food festival, held annually over four days in late June (24-27 June) in Stavanger. The organization operates as a public-interest B2B2C event platform connecting approximately 150 exhibitors — local food producers, processors (foredlere), and restaurants — with roughly 250,000 visitors per year, occupying approximately ten themed zones across Stavanger's city center including Kokepunktet (cooking demonstrations and competitions), Lokalmattorget (local producer marketplace), Barnas Gladmat (children's programming at Domkirkeplassen), Eple & Humle (beer and cider), Byparken, Fargegata, and Pedersgata. Gladmat is not a technology company; it uses standard SaaS tools including Mailchimp for newsletters, Letsreg for ticketing, and Google Analytics for web measurement, and holds Miljøfyrtårn (2021) and Klimapartner (2020) sustainability certifications under its explicit positioning as Norway's most circular food festival.

Beyond the main June festival, Gladmat operates year-round programming including Kortreist (a one-day regional local food event covering all 88 municipalities of Rogaland from Egersund in the south to Suldal in the north), Gladmat på restaurant (a program with 50+ Stavanger restaurant partners offering Gladmat-themed menus and ticketed dining experiences), producer-chef speed-dating, the Lærlingkonkurransen apprentice competition, the Gladmatstipendet scholarship (two NOK 50,000 awards via Inge Steenslands Stiftelse), the Gladmatprisene awards program, and debate series in collaboration with KÅKÅ Kverulantkatedralen. An online producer directory (Matprodusentoversikten) supports B2B sourcing across Rogaland.

Gladmat generates revenue through three primary streams: exhibitor booth rentals (3x3m tent from NOK 11,500 ex-VAT, with add-ons for electricity, water, refrigeration, alcohol service, and extended hours), tiered corporate sponsorship packages ranging from Gladmatpartner (NOK 35,000 ex-VAT) to Generalpartner (NOK 500,000 ex-VAT), and consumer ticket sales for premium events ranging from NOK 499 to NOK 4,000 per ticket (general festival admission is free). The company is owned by a mix of public and private stakeholders, with Rogaland Fylkeskommune as the largest shareholder at 12.5% and Stavanger kommune at 6%; any surplus is reinvested into festival operations rather than distributed to shareholders. Gladmat operates with a small core team of three full-time equivalents (Daglig leder Stine Lillesund, Konsept- og festivalansvarlig Helene Seglem, Prosjektleder Amalie K. Dahl) supplemented by seasonal surge staff and external agency support (Krieg Kommunikasjon for social, Hove West for AV/staging).

Name

Gladmat

Legal name

Gladmat AS

Website

https://gladmat.no

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Gladmat is a Stavanger-based non-profit organizing Norway's largest annual food festival, connecting roughly 150 food producers, processors, and restaurants with approximately 250,000 visitors over four days in June, supplemented by year-round regional food programs across Rogaland.

Ownership category

akta.pro rank

Product category

Food Festival Services

NAICS

Convention and Trade Show Organizers (56192)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Food, Wine & Beverage Festivals/Expos (MPAGAFAE)

akta.pro secondary industries

Food Festivals & Culinary Events (Ticketed Tastings, Pop-ups) (THAJAGAL), Food, Beverage & Hospitality Trade Shows Organizers (THAHABAI), Food, Drink & Culinary Community Festivals (Community-Led) (MPAGAEAF)

Keywords

• Food festival organization
• Culinary event management
• Local food promotion
• Food industry networking
• B2B food events

Headquarters

HQ city

Stavanger

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Exhibitor booth rental: Exhibitors (food producers, restaurants, food trucks) pay to rent festival tent space. The smallest 3x3m tent costs NOK 11,500 excl. VAT, with additional charges for power, water, refrigeration, alcohol serving rights, and extended hours. Revenue is earned over the June festival period.
2. Partnership/sponsorship packages: Corporate partners purchase tiered sponsorship packages: Gladmatpartner for hospitality/restaurants at NOK 35,000; Samarbeidspartner from NOK 50,000; Hovedsamarbeidspartner from NOK 250,000; Generalpartner from NOK 500,000 (all excl. VAT). Partners receive visibility, access to workshops, and the ability to associate with the Gladmat brand.
3. Event ticket sales: Gladmat sells tickets for premium ticketed events during the festival (e.g., Taittinger Masterclass at NOK 990, Riedel Experience at NOK 1,499, Næringslivslunsjen, Bistrovaganza + VM at NOK 4,000/person, A. Idsøe dinner at NOK 1,795/person, Bellies lunch at NOK 650/person). Basic festival admission is free; tickets are sold via Letsreg.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Gladmat organizes and operates Norway's largest food festival, a four-day annual event in Stavanger (June 24-27) featuring approximately 150 exhibitors representing food producers, processors, and restaurants, and attracting around 250,000 visitors. The organization also runs year-round programming including Kortreist (a regional local food day), a restaurant partnership program with ~50+ venues, an apprentice cooking competition with NOK 30,000 prize, scholarship awards, and food-policy debates. Revenue is generated from exhibitor booth rentals, tiered corporate sponsorship packages (NOK 35,000 to NOK 500,000), and consumer ticket sales for premium events.

Product overview

Gladmat is Norway's largest food festival, organized as a non-profit company since 1998, offering a platform-based portfolio of festival experiences centered around its main annual four-day Gladmatfestivalen event. The core offering includes themed areas (Kokepunktet for cooking demos and competitions, Lokalmattorget for local producers, Barnas Gladmat for children's activities, Eple & Humle for beer/cider tastings, Byparken for crafts, Fargegata and Pedersgata for street food) alongside its year-round programs like Kortreist (local food day), Gladmatprisene (awards), Lærlingkonkurransen (apprentice competition), and Gladmatstipendet (scholarships). The festival collaborates with approximately 150 exhibitors, numerous restaurant partners, and local producers to create Norway's premier culinary public festival attracting 250,000 visitors annually.

Differentiator

Problem solved

Functional benefit

Brands

• Kortreist: A local food day event organized by Gladmat in collaboration with Rogaland county municipality, Stavanger municipality, and other partners, showcasing local food producers from Egersund in the south to Suldal in the north.

Products and services

• Gladmatfestivalen Norway's largest food festival, a four-day annual event held June 24-27 in Stavanger city center across multiple zones, featuring approximately 150 exhibitors (food producers, processors, restaurants) and attracting approximately 250,000 visitors. Includes basic free admission with paid premium events.
• Kortreist (Local Food Day) A one-day regional local food event held on Saturday September 12, 2026 across the entire Rogaland matregion from Egersund in the south to Suldal in the north, where farm shops and local producers open for trading, tastings, and experiences. Organized in collaboration with Sparebanken Norge and multiple Rogaland municipalities.
• Gladmat på restaurant (Restaurant Program) Year-round program where approximately 50+ restaurant partners across Stavanger offer Gladmat-themed menus, special dinners, masterclasses, and food-and-wine pairings during and outside the festival period. Includes partner restaurants in Fargegata and Pedersgata.
• Gladmatprisene (Gladmat Awards) Annual awards program recognizing outstanding festival experiences across categories including Årets Gladmatrett (Dish of the Year), Årets gladmatopplevelse (Experience of the Year), Årets nyskapning (Innovation), Årets stand (Best Stand), Årets sirkulære utstiller (Most Circular Exhibitor), Årets lokalmatprodukt (Local Food Product), and Årets barnejury-favoritt (Children's Jury Favorite).
• Lærlingkonkurransen (Apprentice Competition) Apprentice cooking competition where culinary apprentices compete in Mystery Basket rounds, creating dishes from unknown ingredients in 20 minutes. Judged by professional chefs. Winner receives Ellen and Axel Lund's apprentice prize of NOK 30,000. 2026 winner: Michelle Gya from Kjeringholmen Brasserie.
• Gladmatstipendet (Scholarship) Scholarship awarded in partnership with Inge Steenslands Stiftelse to encourage increased competence and engagement in Rogaland's food region. Two winners each receive NOK 50,000. 2026 winners: Mari Hult (food author/influencer) and Ystepikene (local dairy).
• Gladmat-debatt å la KÅKÅ Three-day debate series organized in collaboration with KÅKÅ Kverulantkatedral, held in Kokepunktet during the festival, covering food policy, aquaculture, sustainability, wild fish depletion, and Norwegian food security topics.
• Eple & Humle (Beer and Cider Festival) Beer and cider festival zone located at the end of Skagenkaien during Gladmatfestivalen, featuring craft breweries and cideries where visitors taste small-scale products and interact with brewers. Tokens are exchanged for tasting glasses. Open 12:00-21:00 Wednesday to Saturday.
• Barnas Gladmat (Children's Festival Area) Children's area at Domkirkeplassen during Gladmatfestivalen where children participate in cooking activities, taste sessions, and educational programs about food. Includes making tomato salsa, fish education (Fiskeknappen) with Lerøy and Meny, and Glade Småkokker cooking courses.

Quantifiable outcome

• ~250,000 visitors annually across 4 festival days
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

35 partnerships are on record, tiered core and minor.

• Sparebanken NorgecoreGTM or Marketing Partner · 1 January 2026Sparebanken Norge is a key financial sponsor and partner, providing grants to Gladmat's local food initiative (Kortreist). It is listed as a supporter of the Kortreist program, which promotes local food across Rogaland.
• Sparebanken VestcoreGTM or Marketing Partner · 1 January 2026Sparebanken Vest is a Gladmat partner that helps fund and promote the goal of making Gladmat Norway's most circular food festival. Their partnership is described as ambitious and long-term.
• Helgø MenycoreGTM or Marketing Partner · 1 January 2026Helgø Meny is a year-round Gladmatpartner that actively uses the Gladmat brand to promote local food products. After the festival, they ran a 14-day in-store campaign featuring products introduced at Gladmat, resulting in strong sales increases. They co-organized a Local Food Street (Lokalmatgate) with ASKO during the festival.
• Hove WestcoreStrategic or Co-development Partner · 1 January 2026Hove West has been a Gladmatpartner for 10 years, providing all audiovisual, stage, lighting, and sound services for the festival. Their team of skilled technicians, designers, and project managers ensures all technical aspects of the festival run smoothly. They design and operate the festival's main stage and lighting systems.
• Felleskjøpet Rogaland AgderminorGTM or Marketing Partner · 1 January 2026Felleskjøpet uses Gladmat to demonstrate their position in the agricultural value chain 'from field to fork' and to highlight local food production and pride in Norwegian agriculture.
• ASKO (part of NorgesGruppen)minorGTM or Marketing Partner · 1 January 2026ASKO co-organized the Lokalmatgate (Local Food Street) with Helgø Meny during Gladmat, creating a dedicated area for local food producers within the festival.
• Home Hotel Skagen BryggeminorGTM or Marketing Partner · 1 January 2026One of three hotel partners providing accommodation and hosting services during the Gladmat festival period. Part of the Strawberry hotel group.
• Clarion Hotel StavangerminorGTM or Marketing Partner · 1 January 2026One of three hotel partners. Part of the Strawberry hotel group.
• Hotel VictoriaminorGTM or Marketing Partner · 1 January 2026One of three hotel partners. Nominated for Årets gladmatopplevelse in 2026.
• LetsregcoreTechnology or Integration · 1 January 2026Letsreg is the ticketing platform used by Gladmat to sell tickets for premium ticketed events (masterclasses, dinners, competitions). Their privacy policy governs how personal information is handled for ticket purchases.
• Krieg KommunikasjonminorGTM or Marketing Partner · 1 January 2026External communications agency responsible for managing Gladmat's social media presence. Christine at Krieg Kommunikasjon is the contact person.
• Stavanger InstallasjonminorImplementation/ SI/ Consulting Partner · 1 January 2026Official electrical installation provider for Gladmat. Exhibitors order power and electrical installations through Stavanger Installasjon. Deadline 17 May.
• Malerbua UtleieminorImplementation/ SI/ Consulting Partner · 1 January 2026Official furniture and equipment rental partner for Gladmat exhibitors. Provides tables, chairs, and other stand furnishings.
• NorEngrosminorImplementation/ SI/ Consulting Partner · 1 January 2026Official packaging and single-use articles supplier. Provides biodegradable plates and cutlery as part of Gladmat's sustainability strategy. Deadline 18 May.
• LervigminorImplementation/ SI/ Consulting Partner · 1 January 2026Official beer and beverage supplier for Gladmat. Exhibitors can order beer and beverages from Lervig for their stands.
• PS SelskapsutleieminorImplementation/ SI/ Consulting Partner · 1 January 2026Provides reusable glassware for Eple & Humle and Kokepunktet as part of Gladmat's circular economy initiative. Also offers custom-designed tent banners.
• Osv. SivertsenminorImplementation/ SI/ Consulting Partner · 1 January 2026Official water, sanitation, and drainage supplier for Gladmat exhibitors. Provides water connections, sinks, and waste water services. Recommended for food preparation stands. Deadline 1 May.
• Avarn SecurityminorImplementation/ SI/ Consulting Partner · 1 January 2026Provides security and crowd control services during the festival. Exhibitors requiring security on their own stand must arrange this separately.
• Rogaland FylkeskommunecoreOthers · 1 January 2026Largest shareholder of Gladmat AS at 12.5%. Co-organizer of Kortreist and supporter of initiatives to strengthen Rogaland as a food region. Involved in year-round projects.
• Stavanger kommunecoreOthers · 1 January 2026Owner of 6% of Gladmat AS. Co-organizer of Kortreist. Supports initiatives to strengthen Rogaland as a food region. Member of the Stavangeravtalen sustainability initiative.
• Hå kommuneminorOthers · 1 January 2026Partner municipality in Kortreist initiative, co-organizing the local food day with Gladmat.
• Sandnes kommuneminorOthers · 1 January 2026Partner municipality in Kortreist initiative, co-organizing the local food day.
• Suldal kommuneminorOthers · 1 January 2026Partner municipality in Kortreist initiative. Won Årets stand in 2026. Suldal producers featured in a dedicated section of the festival.
• Egersund i sentrumminorOthers · 1 January 2026Partner in the Kortreist local food day, representing Egersund businesses.
• Fish & CowminorGTM or Marketing Partner · 1 January 2026Restaurant partner that has participated in Gladmat for many years. Won Årets nyskapning in 2026. Part of the restaurant partner program offering Gladmat menus and special dinners.
• Spiseriet (Stavanger Konserthus)minorGTM or Marketing Partner · 1 January 2026Restaurant partner at Stavanger Konserthus. Offers Gladmat dishes and hosts Mat & Vin events. Home venue for Kjøkkenfesten cooking show. Nominated for Årets gladmatopplevelse in 2026.
• Tango (Fish & Cow)minorGTM or Marketing Partner · 1 January 2026Restaurant partner (same group as Fish & Cow) that has been with Gladmat since they operated on the other side of Vågen. Part of the restaurant partner program.
• Los TacosminorGTM or Marketing Partner · 1 January 2026Restaurant partner that has won awards for Best Gladmat Stand multiple times. Active participant in restaurant partner program.
• A. IdsøeminorGTM or Marketing Partner · 1 January 2026Nearly 200-year-old Stavanger institution. Festival partner offering special Gladmat dinners (5-course at NOK 1,795/person). Also operates the Fiskeknappen children's activity in Barnas Gladmat. Part of the exhibitor program with stand 31.
• BelliesminorGTM or Marketing Partner · 1 January 2026Restaurant partner winning Årets Gladmatrett and Årets barnejury-favoritt in 2026 (second consecutive year for both). Offers a 5-course plant-based Gladmat lunch at NOK 650/person.
• Restaurant K2minorGTM or Marketing Partner · 1 January 2026Restaurant partner in Pedersgata. Offers Gladmat lunch (3-course with snacks and canelés at NOK 750). Michelin-recognized restaurant participating in the restaurant program.
• OstehusetminorGTM or Marketing Partner · 1 January 2026Restaurant partner hosting Det glade langbord (The Happy Long Table) — a Danish-inspired sharing dinner at NOK 995–1,195/person, with 3-course menu and entertainment.
• FiggjominorImplementation/ SI/ Consulting Partner · 1 January 2026Reusable glassware partner as part of Gladmat's circular economy initiative. Glassware from Figgjo is washed and reused at Eple & Humle and Kokepunktet, reducing single-use plastic.
• Aldente (facilitator)minorStrategic or Co-development Partner · 1 January 2026Facilitated Gladmat's green strategy and innovation process starting in 2020. Helped map environmental and social impact, establish sustainability goals aligned with UN SDGs, and develop the circular festival roadmap.
• KÅKÅ KverulantkatedralenminorStrategic or Co-development Partner · 1 January 2026Critical thinking institution co-organizing Gladmat debates on food policy, aquaculture, and sustainability. Three debate sessions held in Kokepunktet during the festival, covering topics like wild fish depletion, aquaculture, and Norwegian food security.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bergen Matfestival: Regional Norwegian food festival in Bergen featuring producers, restaurants, and tastings. Directly comparable B2B2C format targeting a Norwegian regional market with similar exhibitor economics and consumer-driven visitation.
• Trondheim Matfestival: Norway's second-largest regional food festival held annually in Trondheim, featuring exhibitors, tastings, and culinary events. Directly comparable in scale, model (B2B2C food festival with exhibitor booths and ticketed events), and Norwegian regional positioning.
• Smak av Oslo: Oslo's flagship food festival drawing tens of thousands of visitors with food producers, restaurants, and tasting experiences. Comparable consumer-facing food festival model in Norway's largest city, with similar exhibitor and ticketed-event revenue mechanics.

Others

• Visit Norway (Innovasjon Norge): Norway's national tourism organization promoting food and cultural experiences. Adjacent ecosystem partner rather than direct competitor, with overlapping sustainability and regional food promotion missions relevant to Gladmat's positioning.

Broad incumbents

• Taste of London: Premium food festival in London with ticketed restaurant pop-ups, chef demonstrations, and producer stalls. Comparable high-end food festival with strong ticketed-event revenue, though operating at substantially larger scale in a major global city.
• Foodies Festival (UK): UK-based touring food festival series featuring exhibitors, chef demos, and tastings across multiple cities. Comparable B2B2C food festival format but at materially larger scale and multi-city footprint, providing a model for potential Gladmat expansion.
• Anuga (Koelnmesse): World's largest food and beverage trade fair held biennially in Cologne. Comparable exhibitor-driven food event format but at vastly larger scale and primarily B2B rather than Gladmat's hybrid B2B2C consumer-facing model.

Regional players

• Copenhagen Cooking & Food Festival: Nordic food festival held across Copenhagen with chef dinners, tastings, and producer showcases. Comparable festival format combining ticketed culinary events with public-facing experiences, though operating in Denmark rather than Norway.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/gladmat-as
• Xx.com/gladmat

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Gladmat