What Matvett does

Matvett AS is a Norwegian non-profit industry organization headquartered in Oslo that coordinates Norway's national effort to prevent and reduce food waste across the entire food value chain. The organization operates as the secretariat for the Bransjeavtalen (Industry Agreement on Food Waste Reduction) — a 2017 cooperation agreement between five Norwegian government ministries and twelve industry associations with a binding national target to halve food waste by 2030, aligned with UN Sustainable Development Goal 12.3. Matvett is owned by five parent industry associations (NHO Mat og Drikke, Dagligvareleverandørenes forening, Dagligvarehandelens Miljøforum, NHO Reiseliv, and Virke) and is additionally funded by Norwegian government authorities.

Matvett's core "products" are coordination frameworks, measurement tools, and educational resources rather than commercial software. For the food industry, it operates the KuttMatsvinn Servering program (food service), KuttMatsvinn Omsorg (healthcare/care sector), the Tiltaksbank (best-practice measure database), and the 10 Prinsipper (10 Principles for joint reduction developed via the BREAD research project). For consumers, it offers the Matsvinnkalkulator (interactive food-waste personality quiz), Brukopp-leksikon (food preservation encyclopedia), and Måltidsplanlegger (leftover recipe finder). For schools, it provides KuttMatsvinn Undervisning with a Verktøykasse toolbox. The research backbone is provided by NORSUS (Norwegian Institute for Sustainability Research), which has conducted systematic national food waste mapping since 2010.

Matvett's go-to-market is community-led coordination rather than sales. It recruits companies to the Bransjeavtalen, facilitates industry working groups, runs the annual Matvett Forum, organizes consumer campaigns such as #Felleskuttet and the Matvettutfordringen behavioral experiment (in collaboration with Nudgelab), and provides free digital tools through matvett.no. The organization has achieved measurable impact: a 24% total national food waste reduction since 2015 (excluding agriculture), a 31% reduction in the food and hospitality industry (exceeding the 30% 2025 milestone ahead of schedule), an 18% reduction in household food waste from 2016 to 2023, and a 33% reduction in the food industry's climate footprint.

Name

Matvett

Legal name

Matvett AS

Website

https://matvett.no

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Matvett is a Norwegian non-profit industry organization in Oslo that coordinates the national food waste reduction agreement (Bransjeavtalen) between government and 158 food-industry signatories, delivering measurement tools, sector programs, and consumer education toward halving food waste by 2030.

Ownership category

akta.pro rank

Product category

Sustainability Services

NAICS

Hazardous Waste Collection (562112)

SIC

Refuse Systems (4953)

akta.pro primary industry

Food Waste Reduction & Diversion Services (Donation, Animal Feed, Source Reduction Programs) (EUAIAEAH)

akta.pro secondary industry

Circular Economy & Waste/Materials Reporting (Zero waste, packaging) (EUAHAJAL)

Keywords

• Food waste reduction
• Sustainability coordination
• Industry agreement program
• Consumer food waste tools
• Environmental reporting framework

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Industry funding: Matvett is financially supported by the food industry (matindustri, dagligvarehandel, serveringsbransjen) and government authorities. The organization coordinates the Bransjeavtalen (industry agreement) for food waste reduction.
2. Government funding: The company receives financial support from government authorities as part of Norway's national food waste reduction strategy aligned with SDG 12.3.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Matvett is a Norwegian non-profit industry organization that coordinates the Bransjeavtalen (industry agreement) for reducing food waste across the food value chain. It provides measurement frameworks, educational resources, and digital tools (such as a food waste calculator, lexicon, and meal planner) to both industry stakeholders and consumers, while facilitating collaboration among 158 participating companies to track and reduce food waste in Norway.

Product overview

Matvett operates as a food waste prevention organization offering a suite of consumer-facing tools and B2B programs. The core consumer digital products include the Matsvinnkalkulator (interactive quiz that calculates food waste type and estimated waste), Brukopp-leksikon (food preservation encyclopedia), and Måltidsplanlegger (leftover recipe finder). For the food industry, Matvett provides sector-specific programs including KuttMatsvinn Servering for hospitality, KuttMatsvinn Omsorg for healthcare, and the Tiltaksbank (measure bank) with industry best practices. Educational offerings include the KuttMatsvinn Undervisning program with the Verktøykasse toolbox for schools. The 10 Prinsipper roadmap provides a framework for industry collaboration. These offerings work together as a comprehensive ecosystem for food waste reduction across consumer, industry, and educational sectors.

Differentiator

Problem solved

Functional benefit

Brands

• KuttMatsvinn Servering: Collaboration between Matvett and actors in the food service industry with the goal of halving food waste by 2030.
• KuttMatsvinn Undervisning
• KuttMatsvinn Omsorg

Products and services

• Bransjeavtalen (Industry Agreement for Food Waste Reduction) Coordinated industry agreement signed by 158 Norwegian companies committing to reduce food waste, with shared measurement methodology and reporting framework. Targeted at food producers, retailers, hospitality, and care sector organizations.
• Food Waste Measurement Framework Standardized framework for food industry companies to measure, track, and report food waste quantities consistently across organizations.
• KuttMatsvinn Servering Targeted program for restaurants and foodservice operators to reduce food waste in their operations.
• KuttMatsvinn Omsorg Program designed for the healthcare and care sector to reduce food waste in institutional meal services.
• Food Waste Calculator (Matkast) Digital tool for Norwegian households to calculate and track personal food waste, supporting behavioral change at the consumer level.
• Food Waste Lexicon Standardized terminology resource providing common definitions for food waste-related terms used across the industry and by consumers.

Quantifiable outcome

• 31% reduction in food waste per inhabitant from food and hospitality industry since 2015, exceeding the 2025 target of 30%
• +5 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered major, core and minor.

• ASKOmajorStrategic or Co-development Partner · 1 January 2017ASKO (part of NorgesGruppen) signed the letter of intent to continue food waste reduction work after the CutFoodWaste2020 project, committing to implement effective measures.
• NORSUS (Norsk institutt for bærekraftsforskning)coreStrategic or Co-development PartnerNORSUS (Norwegian Institute for Sustainability Research) is responsible for all mapping and analysis work for Matvett. They have conducted systematic food waste mapping since 2010, including consumer surveys, plukkanalyser (sorting analyses), and industry surveys. NORSUS provides the research backbone for Norway's food waste reduction reporting.
• NudgelabmajorStrategic or Co-development PartnerNudgelab collaborated with Matvett to conduct the Matvett Challenge, a nudge experiment with approximately 300 participants over 8 weeks to change food waste habits. The experiment showed that 6 out of 10 participants managed to reduce food waste almost every day.
• BREAD Research ProjectmajorStrategic or Co-development PartnerBREAD is a three-year research project on responsible innovation that developed the 10 Principles for reducing food waste together, in collaboration with leading food industry companies, NORSUS, and Matvett.
• NorturamajorStrategic or Co-development PartnerMajor Norwegian meat processor signed letters of intent to continue food waste reduction work as part of the KuttMatsvinn Servering initiative.
• BAMAmajorStrategic or Co-development PartnerMajor fruit and vegetable company signed letters of intent to continue food waste reduction work as part of the hospitality industry initiative.
• EquinormajorStrategic or Co-development PartnerEnergy company with catering operations signed letters of intent to continue food waste reduction work in the hospitality sector.
• NHO Reiseliv (Norwegian Hospitality Association)coreStrategic or Co-development PartnerNorwegian Hospitality Association's group purchasing organization signed letters of intent, with Morten Karlsen emphasizing the importance of collaboration to reduce food waste's impact on economy, climate, and society.
• SultenappminorStrategic or Co-development PartnerRecipe and meal planning app referenced in Matvett content to provide inspiration, weekly menus and recipes for consumers to reduce food waste.
• Grønt FlaggminorOthersEnvironmental certification program for schools partnered with Matvett to create KuttMatsvinn activities aligned with UN sustainability goals and curriculum competence requirements.

Scale indicators6 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Sodexo: Global food services and facilities management company with sustainability commitments on food waste. Sodexo is both a Matvett member candidate and a broader incumbent that runs its own waste-reduction programs at scale across Nordic contracts.

Direct peers

• Champions 12.3: Global coalition of executives from government, business, and civil society dedicated to accelerating progress on SDG Target 12.3. Comparable to Matvett's convening function across the food value chain with an international rather than national footprint.
• WRAP (Waste and Resources Action Programme): UK-based non-profit coordinating the Courtauld Commitment, an industry-government agreement to reduce food waste and packaging. WRAP is the closest international analogue to Matvett's Bransjeavtalen model, with comparable measurement, reporting, and member-engagement programs.
• ReFED: US-based non-profit that produces data-driven analysis and a Roadmap to reduce US food waste by 50% by 2030. ReFED is comparable to Matvett in its measurement, stakeholder convening, and policy-advocacy role, though it operates in a federal rather than centralized-agreement context.
• Feedback Global: Environmental NGO focused on food waste campaigning, policy, and corporate engagement in the UK and India. Comparable to Matvett on the consumer-campaign and policy-advocacy dimension, though operating without a Norwegian-style industry-agreement mandate.

Emerging players

• Olio: UK-based sharing app for surplus food between neighbors and businesses. Olio overlaps with Matvett's consumer food-waste agenda through a commercial sharing-economy model, and is present in the Nordic market.
• Too Good To Go: Commercial marketplace app connecting consumers with surplus food from restaurants and retailers. It overlaps with Matvett's consumer food-waste-reduction mission but operates as a private B2C/B2B platform rather than a non-profit coordinator; the Nordic subsidiary directly competes for hospitality engagement.
• Winnow Solutions: UK-headquartered provider of AI-powered food waste tracking technology for commercial kitchens. Winnow competes for the same hospitality-industry budget that Matvett channels into KuttMatsvinn Servering, making it a relevant adjacent or substitute vendor.

Others

• Circle Economy: Amsterdam-based impact organization producing the Circularity Gap Reporting framework, including food-related metrics. Circle Economy is thematically aligned with Matvett's measurement-and-reporting work and a credible partner for circular-economy reporting adjacent to food waste.

Regional players

• Nordic Council of Ministers / Nordic Food Waste Project: Intergovernmental Nordic cooperation that runs cross-Nordic food waste reduction initiatives, including the Nordic Food Waste Conference Matvett attends. It is a regional peer that Matvett engages with for cross-border knowledge exchange.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/matvett.no
• Instagraminstagram.com/matvett.no
• Xx.com/matvett_no

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 Matvett