What MatPrat does

MatPrat (legal name: Matprat - Opplysningskontoret for egg og kjøtt) is the Norwegian Information Office for Eggs and Meat, an industry-funded organization based in Oslo that operates matprat.no, a comprehensive Norwegian-language recipe and food education platform. The organization is funded by Norwegian egg and meat producers under the Norwegian Opplysningskontor model, and serves a horizontal audience of Norwegian general consumers — families, home cooks, and individuals — with thousands of free recipes organized by dish type, difficulty, and preparation time.

The platform's core product is the matprat.no website, supplemented by Min Matprat (registered user accounts for saving favorites, custom cookbooks, and weekly meal planning), a suite of utility tools including a weekly meal planner (Ukeplanlegger), shopping list, measurement calculators, and an ingredient-based recipe finder ('Hva har du i kjøleskapet?'). Educational resources include the Oppdelingsguiden (meat cutting guide covering beef, lamb, pork, chicken, turkey, and reindeer), Biffguiden (beef guide), and the Matprat-podden podcast. More recently, MatPrat has deployed Matprat-assistenten, an AI chatbot built on OpenAI under EU Standard Contractual Clauses, available to logged-in users. The MatStart sub-brand (matstart.no) extends the platform to children and families.

MatPrat's business model is non-commercial from the consumer's perspective: all content on matprat.no is freely accessible without paywall, and no paid tiers are disclosed. Revenue is sourced from the Norwegian egg and meat producer industry via the Opplysningskontor funding mechanism rather than direct user monetization, advertising, or subscriptions. Distribution is digital-first across the website, YouTube, Instagram, podcast, and email newsletter channels, with the platform positioned as a public information service for Norwegian food education rather than a commercial product company.

Name

MatPrat

Legal name

Matprat - Opplysningskontoret for egg og kjøtt

Website

https://matprat.no

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

MatPrat (Opplysningskontoret for egg og kjøtt) is a Norwegian industry-funded food education organization operating matprat.no, a free recipe and meal-planning platform serving Norwegian consumers with thousands of recipes, meat-cutting guides, and an OpenAI-powered chatbot.

Ownership category

akta.pro rank

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Distribution channels1 record

Marketing channels6 records

Core offering

MatPrat operates matprat.no, a Norwegian-language recipe and food education website providing thousands of free recipes, weekly meal plans, shopping lists, measurement calculators, an ingredient-based recipe finder, meat cutting guides, and a beef guide for Norwegian households. The platform also runs a podcast, cooking videos, articles on nutrition and sustainable food production, and an AI chatbot (Matprat-assistenten) for logged-in users, with a child-focused sub-brand MatStart. Content is freely available; personal features such as saving favorites and building cookbooks require a free Min Matprat account.

Product overview

MatPrat (Opplysningskontoret for egg og kjøtt) operates a comprehensive Norwegian recipe and food education platform centered on matprat.no, which offers thousands of recipes organized by dish type, difficulty, and preparation time. The core service includes user accounts (Min Matprat) for saving favorites, creating cookbooks, and planning weekly meals. Key tools include a weekly meal planner (Ukeplanlegger), shopping list, measurement calculators, and an ingredient-based recipe finder (Hva har du i kjøleskapet?). Educational resources include a meat cutting guide (Oppdelingsguiden), beef guide (Biffguiden), and a podcast. An AI chatbot (Matprat-assistenten) powered by OpenAI provides conversational recipe assistance. A child-focused sub-brand, MatStart, serves younger audiences with simplified recipes. The platform also addresses food sustainability, food waste reduction, and Norwegian agricultural education through articles and opinion pieces.

Differentiator

Problem solved

Functional benefit

Brands

• MatStart: A sub-brand of Matprat focused on recipes adapted for children, with kid-friendly cooking instructions and activities.

Products and services

• matprat.no Recipe Website Main Norwegian recipe website offering thousands of recipes organized by category, difficulty, and preparation time, with educational content about Norwegian food production, meal planning tools, shopping lists, measurement calculators, and an ingredient-based recipe finder.
• Min Matprat Personal User Service Free registered-user account service that lets Norwegian consumers save favorite recipes, create personal cookbooks, build weekly meal plans, submit their own recipes, and comment on content. Also unlocks the AI chatbot.
• Matprat-podden (Podcast) Weekly Norwegian-language podcast series 'Praten bak maten' (The talk behind the food) featuring cooking tips, recipe discussions, conversations with chefs, and food education topics such as food waste reduction and seasonal cooking.
• MatStart Children's Cooking Site Separate MatPrat sub-brand website (matstart.no) aimed at children, offering age-appropriate recipes, cooking tutorials, and educational food content in categories such as breakfast, after-school snacks, dinner, treats, and packed lunches.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Tasty (BuzzFeed): Video-first recipe platform with social-media-native content distribution across Facebook, YouTube, Instagram, and TikTok. Comparable to MatPrat's multi-channel recipe content strategy, particularly the video and social presence.
• Food52: Recipe, cooking, and kitchenware platform with editorial content, user-submitted recipes, meal planning, and community features. Closely matches MatPrat's combination of recipes, user accounts, and curated food content.
• NYT Cooking: Premium subscription recipe platform from The New York Times offering professionally curated recipes, meal planning, and personalized collections. Comparable to MatPrat's editorial recipe and meal planner functionality, with a paid monetization model MatPrat lacks.
• Allrecipes: One of the largest global recipe and meal-planning platforms, offering thousands of user-submitted and editorial recipes with meal planning, shopping lists, and personalization. Most directly comparable to MatPrat's core offering, though serving a US/global audience and monetized via ads and partnerships.
• Opplysningskontoret for frukt og grønt (Frukt.no): Norwegian industry information office for fruits and vegetables, structurally identical to MatPrat as a levy-funded producer organization providing consumer recipes and educational content. The closest structural peer in Norway.
• Serious Eats: Editorial food publication with deep-dive recipes, technique guides, and food science content. Comparable to MatPrat's emphasis on detailed educational content (meat cutting guides, beef guide) and Norwegian-specific expertise.
• MEAT (Danish industry organization): Danish equivalent industry information office for meat, providing recipes, cooking education, and consumer content funded by Danish meat producers. Structurally and functionally similar to MatPrat but serving Denmark.

Regional players

• Bonus.no: Norwegian grocery loyalty/coupon platform tied to NorgesGruppen supermarkets, offering recipes, meal planning, and shopping-related content. Competes with MatPrat for Norwegian consumers' meal-planning attention.
• Coop (Norway): Major Norwegian grocery retailer operating Meny, Coop Extra, and other banners, with recipe content integrated into its shopping experience. A direct Norwegian competitor for consumer food attention and meal-planning journeys.

Broad incumbents

• Ahold Delhaize Recipe Hub: Dutch-Belgian grocery giant operating Albert Heijn and other banners with integrated recipe content, meal planning, and shopping list features linked to e-commerce. Comparable as a grocery-anchored recipe platform in a Northern European market similar to Norway.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/Matprat
• Facebookfacebook.com/MatPrat
• Instagraminstagram.com/praten.bak.maten

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 MatPrat