What Hold Norge Rent does

Hold Norge Rent (also operating as Keep Norway Beautiful) is a Norwegian non-profit membership organization founded on 24 November 2014 and headquartered at Karl Johans gate 5 in Oslo. The organization coordinates a national network of voluntary cleanup efforts targeting marine litter, urban littering, and illegal dumping across Norway, serving three primary constituencies: individual volunteers and citizens; businesses and corporations (members such as Diplom-Is, Ringnes, TINE, Eplehuset, Lantmännen Unibake, and Grønt Punkt Norge); and municipalities and government entities (Kristiansand kommune became the first municipal member in March 2015). By late 2023 the organization had grown to 122+ members, and its annual campaigns — Strandryddeuka, Vårryddedagen, Byryddedagene, and #likefinsomfør — mobilize thousands of volunteers nationwide. The Arctic Cleanup international program, launched in 2021 with Ocean Conservancy, has produced 209 cleanups and removed 181,487 kg of litter across Norway, Iceland, Alaska, and Greenland through 2025.

The organization's core technology platform is Rydde (ryddenorge.no), a national digital tool co-developed with Senter mot marin forsøpling (Marfo). Rydde enables volunteers to report littered areas, organize cleanup actions, register findings, locate equipment distributors, and find waste collection services, and includes an interactive map with color-coded markers distinguishing littered areas, active actions, completed actions, equipment pickup points, and return locations. Beyond the platform, Hold Norge Rent administers Refusjonsordningen — a Miljødirektoratet-funded reimbursement scheme for ownerless marine waste — and runs Bølgen, a five-step consulting process developed with Mepex Consult AS, Oslofjordens Friluftsråd, Grønt Punkt Norge, and Infinitum that helps businesses prevent littering from their own operations. The organization also operates the Min bit av Norge adoption programme, the Havet begynner her project (with LOOP), and the Rydder etter festen campaign (originally launched with Diplom-Is in 2022), and issues the Gullklypa environmental award (since 2004) and the Årets medlem recognition program.

Revenue is generated through a hybrid of recurring and one-time sources: government grants from Klima- og miljødepartementet and Miljødirektoratet; annual membership fees structured at 12,950 NOK for Hovedmedlem (main member), 2,745 NOK for reduced-rate Hovedmedlem (voluntary and non-profit organizations), and 6,475 NOK for Støttemedlem (supporting member); foundation and fund support from Handelens Miljøfond, Sparebankstiftelsen DNB, and Nordisk ministerråd; gift card and memorial gift sales; and administrative funding for managing Refusjonsordningen. The organization is not publicly traded, holds no parent company, and operates with a headcount in the 11–50 range.

Name

Hold Norge Rent

Legal name

Hold Norge Rent

Website

https://holdnorgerent.no

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Hold Norge Rent (Keep Norway Beautiful) is a Norwegian non-profit membership organization that coordinates national volunteer cleanup efforts against littering, operating the Rydde digital platform, administering a government marine-waste reimbursement scheme, and running campaigns and consulting programs serving citizens, businesses, and municipalities.

Ownership category

akta.pro rank

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Revenue model

1. Government Funding: Core funding from Klima- og miljødepartementet (Ministry of Climate and Environment) and Miljødirektoratet (Environmental Directorate) for operational activities and the Refusjonsordningen reimbursement scheme.
2. Membership Fees: Annual membership fees from businesses, public entities, and organizations. Main members pay 12,950 NOK annually, reduced rate main members pay 2,745 NOK, and supporting members pay 6,475 NOK.
3. Foundation and Fond Support: Funding from Handelens Miljøfond, Sparebankstiftelsen DNB, Nordisk ministerråd, and other foundations supporting environmental initiatives.
4. Gift Cards: Sale of gift cards that support cleanup of litter along Norwegian coastlines.
5. Refusjonsordningen Administration: Administering the reimbursement scheme for ownerless marine waste, funded by Miljødirektoratet, which covers transport and treatment costs for volunteers, municipalities, and waste companies.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Hold Norge Rent (Keep Norway Beautiful) is a non-profit membership organization that coordinates voluntary litter cleanup efforts in Norway. It operates the national Rydde (ryddenorge.no) digital platform, runs national cleanup campaigns (Strandryddeuka, Vårryddedagen, Byryddedagene), administers the Refusjonsordningen reimbursement scheme for marine waste, and delivers business engagement programs such as Bølgen and the Min bit av Norge adoption programme.

Product overview

Hold Norge Rent (Keep Norway Beautiful) is a non-profit membership organization offering a portfolio of interconnected programs and services focused on combating littering in Norway. The core product is Rydde (ryddenorge.no), a national digital platform for coordinating volunteer cleanup activities. This platform supports the organization's major annual cleanup events (Strandryddeuka, Vårryddedagen, Byryddedagene) and the Min bit av Norge adoption program. Hold Norge Rent also operates international programs like Arctic Cleanup, provides business engagement services through Bølgen and campaigns like 'Like fin som før' and 'Rydder etter festen', and administers the Refusjonsordningen reimbursement scheme for marine waste cleanup. The organization recognizes outstanding contributions through the Gullklypa award and Årets medlem, and provides educational resources through its knowledge base. The offering is structured as a platform of coordinated services rather than a traditional software product.

Differentiator

Problem solved

Functional benefit

Brands

• Rydde: National cleanup tool/platform for reporting littered areas, organizing cleanup actions, and registering findings
• Min bit av Norge
• Strandryddeuka
• Vårryddedagen
• Byryddedagene
• Gullklypa
• Arctic Cleanup
• Refusjonsordningen for marint avfall
• Bølgen
• Før fuglene kommer
• #likefinsomfør

Products and services

• Rydde Digital Platform (ryddenorge.no) National digital tool co-developed with Senter mot marin forsøpling (Marfo) that enables volunteers and organizers to report littered areas, organize public or private cleanup actions, register findings, find cleanup equipment distributors, and locate waste collection services. Features interactive mapping with color-coded markers for littered areas, actions, completed actions, equipment pickup points, and return points. Available free of charge to individual volunteers, businesses, and municipalities in Norway.
• Min bit av Norge (Adopt a Spot) National adoption programme that enables volunteers to adopt local areas such as beaches, islands, rivers, paths, or mountain peaks and maintain them through regular cleanup and littering prevention. For individuals, schools, municipalities, and organizations in Norway.
• Refusjonsordningen (Reimbursement Scheme) Reimbursement system administered on behalf of Miljødirektoratet that ensures volunteers, municipalities, and waste companies can recover costs for the transport, reception, and treatment of ownerless marine waste collected by volunteers.
• Arctic Cleanup International collaborative project coordinating volunteer cleanups in Iceland, Norway, Alaska, and Greenland, gathering citizen science data and developing protocols adapted to Arctic conditions. For international cleanup organizations, volunteers, and research/policy audiences.
• Bølgen Five-step consulting process that helps businesses get started with work to prevent littering from their own operations or products, including knowledge sharing, beach cleanup participation, waste analysis, workshop, and implementation plan. Developed with Mepex Consult, Oslofjordens Friluftsråd, Grønt Punkt Norge, and Infinitum.
• Havet begynner her (The Sea Starts Here) Project run jointly with LOOP that explores solutions to prevent littering in urban areas, studies why people litter despite not intending to, and tests new approaches to establish trace-free habits.
• Hovedmedlem (Main Membership) Annual subscription membership tier for businesses, public entities, and organizations at 12,950 NOK per year. Includes meeting and voting rights at annual meetings and eligibility for board positions.
• Støttemedlem (Supporting Membership) Annual supporting membership at 6,475 NOK per year for businesses and organizations that do not require voting rights or board eligibility.
• Redusert kontingent (Reduced-rate Membership) Annual reduced-rate main membership at 2,745 NOK per year available to voluntary and non-profit organizations, associations, and foundations. Includes voting rights and board eligibility.
• Ryddeutstyr (Cleanup Equipment) Physical cleanup equipment including reusable gloves, trace-free bags (10L), and waste bags (100L) made from recycled Norwegian plastic. Available for order and pickup at distributors marked on the Rydde map.
• Gavekort (Gift Cards) Gift cards purchased via the website that fund cleanup of litter along Norwegian beaches, available to individuals and corporate gifting buyers.

Quantifiable outcome

• Arctic Cleanup 2021-2025: 209 cleanups, 4,408 volunteers, 181,487 kg litter cleaned
• +2 more outcomes

Named customers10 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

Feature3 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Ocean ConservancycoreStrategic or Co-development Partner · 1 January 2021Lead partner in Arctic Cleanup project. Jointly developed registration protocol for voluntary cleanup in Arctic regions based on Ocean Conservancy's global protocol. Coordinates 12 different cleanup groups in Alaska.
• Senter mot marin forsøpling (Marfo)coreStrategic or Co-development PartnerCo-developed and co-maintain the Rydde (ryddenorge.no) national digital platform for organizing cleanup actions, reporting littered areas, and registering findings. Marfo is a key national partner in the fight against marine litter.
• Finnmark FriluftsrådcoreStrategic or Co-development PartnerNorwegian partner in Arctic Cleanup project, coordinating cleanup actions in Finnmark region.
• Vårt HavminorStrategic or Co-development PartnerNorwegian partner in Arctic Cleanup project.
• World Wide Friends / VeraldarvinircoreStrategic or Co-development PartnerIcelandic partner coordinating Arctic Cleanup actions in Iceland.
• Innovation South GreenlandcoreStrategic or Co-development PartnerGreenlandic partner establishing Arctic Cleanup activities in Greenland.
• CSR GrønlandcoreStrategic or Co-development PartnerSister organization in Greenland, hosts annual Saligaatsoq beach cleanup across Greenland's municipalities. Key partner in establishing Arctic Cleanup in Greenland.
• Nordic Coastal Clean UpcoreStrategic or Co-development PartnerHNR coordinates the Nordic Coastal Clean Up network, a collaboration across Nordic countries for beach cleanup and litter monitoring.
• Clean Europe NetworkminorOthersMember of the Clean Europe Network, a European network of organizations working against litter.
• International Waste PlatformminorOthersMember of the International Waste Platform for knowledge sharing and collaboration.
• Global Partnership on Marine LitterminorOthersMember of the Global Partnership on Marine Litter, coordinated under UN Environment Programme.
• Mepex Consult AScoreStrategic or Co-development PartnerCo-developer of the Bølgen project helping businesses prevent littering from their products. Partner in developing guidelines for plastic-smart harbors and other cleanup initiatives.
• Oslofjordens FriluftsrådcoreStrategic or Co-development PartnerPartner in Bølgen project and Arctic Cleanup, representing interests of municipalities in the Oslo fjord region.
• Grønt Punkt NorgecoreStrategic or Co-development PartnerContributor to Bølgen project, providing expertise on packaging design for recycling and source sorting. Co-founder of Hold Norge Rent in 2014.
• InfinitumminorStrategic or Co-development PartnerPartner in Bølgen project, contributing to efforts on packaging return and recycling.
• LOOPcoreStrategic or Co-development PartnerJoint initiative partner for 'Havet begynner her' (The Sea Starts Here) project addressing urban litter and marine pollution sources. Also co-organizer of annual conference.
• Ragn-SellsminorOthersWaste management company sponsoring the annual Gullklypa award with 10,000 NOK prize money.
• Plastfritt HavcoreStrategic or Co-development PartnerLeading environmental organization in Giske municipality, mobilizing volunteers for beach cleanup since 2017. Member of Hold Norge Rent and recipient of Årets medlem 2024.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Litterati: Litterati provides app-based litter mapping, categorization, and data collection for organizations and volunteers. It is an emerging technology peer to Hold Norge Rent's Rydde platform, with a stronger software and analytics orientation.

Regional players

• Surfrider Foundation: Surfrider Foundation mobilizes local volunteer chapters for beach cleanups, marine-litter prevention, education, and advocacy. Its grassroots network and coastal focus overlap strongly with Hold Norge Rent's cleanup and adoption programs.
• Keep America Beautiful: Keep America Beautiful is a national nonprofit that mobilizes volunteers, businesses, and governments around litter prevention and community cleanup. Its affiliate network and campaign model are materially comparable to Hold Norge Rent.
• Marine Conservation Society: Marine Conservation Society runs beach cleanups and litter surveys that turn volunteer observations into marine-pollution evidence and campaigns. It is comparable through citizen science, data publication, and public engagement.
• Håll Sverige Rent: Håll Sverige Rent is a Swedish nonprofit focused on litter prevention, cleanup, research, and stakeholder collaboration. It is a particularly close Nordic comparator, including through shared regional networks and public-interest work.
• Cleanup Australia: Cleanup Australia organizes large-scale community cleanups and uses the resulting activity to promote waste reduction and environmental action. It is comparable in volunteer mobilization, national campaigns, and impact-data collection.
• Keep Scotland Beautiful: Scotland's national environmental charity coordinates litter prevention, community cleanups, education, and local authority and volunteer networks. Its integrated community-and-policy model closely parallels Hold Norge Rent's operations.
• Keep Britain Tidy: Keep Britain Tidy runs national anti-litter campaigns, supports community action, and works with businesses and public bodies. It is highly comparable in mission, membership engagement, and litter-data capabilities.
• Keep Wales Tidy: Keep Wales Tidy organizes volunteer cleanups, litter prevention programs, environmental education, and partnerships with Welsh communities and government. Its structure and service mix closely resemble Hold Norge Rent's national model.

Direct peers

• Ocean Conservancy: Ocean Conservancy runs the International Coastal Cleanup and develops standardized marine-litter data collection with volunteer partners. Hold Norge Rent already collaborates with it on Arctic Cleanup, making it a direct operational and data peer.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/holdnorgerent
• LinkedInlinkedin.com/company/hold-norge-rent
• Instagraminstagram.com/holdnorgerent

Revenue estimate

Valuation estimate

Number of profiles

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 Hold Norge Rent