Frukt.no

What Frukt.no does

Frukt.no is the public-facing digital platform of Opplysningskontoret for frukt og grønt (OFG), Norway's designated information office for fruit and vegetables (Org.nr: 983 084 915, founded 2000, headquartered in Langhus). OFG is a Norwegian nonprofit that provides free recipes, a Norwegian seasonal produce calendar, a raw-ingredients database with nutritional information, consumer research summaries, and downloadable educational materials to promote consumption of fruit, berries, vegetables, and potatoes. The organization targets four stakeholder groups: Norwegian consumers (primary), fruit and vegetable industry professionals, kindergartens and schools, and health authorities and academia.

The technical platform is a content-centric website (frukt.no) supported by APSIS for newsletter distribution (12 issues per year), Google Analytics and Google Optimize for traffic and content experimentation, QuestBack and Hotjar for surveys, and Inmeta/Vangen & Plotz for development and hosting. Core content modules include a Recipe Database, Norwegian Seasonal Calendar, Raw Ingredients Database, Fruit and Vegetable Statistics, Educational Materials archive, Weekly Menu Planning tools, and publicly downloadable Annual Reports covering 2020-2025. No mobile app, no public API, and no AI/ML capabilities are present in the stack. Distribution is entirely digital and free, with physical brochures shipped on request via Distribusjonspartner.

The business model is that of an industry-funded information body rather than a commercial enterprise. OFG generates no direct revenue from end users; it is sustained by membership fees from the Norwegian fruit and vegetable value chain. Its go-to-market is content marketing (frukt.no, newsletter), earned media (press releases distributed via NTB), industry competitions (NM i frukt og grønt dagligvare and the newer NM i frukt og grønt energistasjon), and strategic partnerships — most recently with Norske Kokkers Landsforening on the 'Det store norske Grøntløftet' initiative. Recurring consumer research (Kantar, Norstat, Respons Analyse) underpins both its content authority and its influence on public-health and industry policy.

Name

Frukt.no

Legal name

Opplysningskontoret for frukt og grønt

Website

https://frukt.no

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

Frukt.no is the public digital platform of Opplysningskontoret for frukt og grønt (OFG), a Norwegian nonprofit information office providing free recipes, seasonal produce calendars, nutritional data, and consumer research to promote fruit, berry, vegetable, and potato consumption among Norwegian consumers, industry, schools, and health authorities.

Ownership category

akta.pro rank

Product category

Public Health Nutrition Information Services

NAICS

Fruit and Tree Nut Farming (1113)

SIC

Agricultural Production-Crops (100)

akta.pro industry

PRIMARYAFABAJAB

Farmer Cooperatives & Co-op Retail

Agriculture & Food Production/Agricultural Inputs & Agrochemicals/Agrochemical Distribution & Retail (Farm Supply, Co-ops)

Keywords

• Nutrition information services
• Consumer health education
• Produce industry information
• Recipe publishing platform
• Dietary research services

Headquarters

HQ city

Langhus

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Distribution channels2 records

Marketing channels5 records

Core offering

Opplysningskontoret for frukt og grønt (OFG) operates Frukt.no as Norway's official information office for fruit and vegetables, providing a freely accessible digital content platform that includes a Norwegian-language recipe database, a seasonal produce calendar, a raw ingredients database with nutritional information, consumer survey statistics on fruit and vegetable consumption, and downloadable educational materials for kindergartens and schools. The organization is funded by industry membership fees and conducts no commercial sales, offering all content free of charge to Norwegian consumers, food industry professionals, and public health stakeholders.

Product overview

Frukt.no is a Norwegian information website operated by Opplysningskontoret for frukt og grønt (OFG) - the Information Office for Fruit and Vegetables. The platform provides a unified content ecosystem centered around fruit and vegetable consumption in Norway. The core offerings consist of a Recipe Database with thousands of Norwegian recipes, a Norwegian Seasonal Calendar showing produce availability throughout the year, a Raw Ingredients Database with detailed nutritional information, and Fruit and Vegetable Statistics offering consumer insights. Supporting modules include Educational Materials with downloadable posters and brochures for schools and kindergartens, a Newsletter distributed 12 times yearly, Weekly Menu Planning tools, and Annual Reports documenting OFG's activities. The platform targets Norwegian consumers, food industry professionals, health authorities, and academia seeking information about fruit and vegetable consumption.

Differentiator

Problem solved

Functional benefit

Products and services

• Recipe Database (Oppskrifter) A comprehensive collection of Norwegian recipes featuring fruits, vegetables, and seasonal ingredients, organized by categories including main dishes, salads, desserts, and meal types, available free of charge to the general Norwegian public.
• Norwegian Seasonal Calendar (Norsk Sesongkalender) A seasonal guide showing which fruits, vegetables, and berries are in season in Norway throughout the year, with detailed information on individual produce items, available free of charge to Norwegian consumers.
• Fruit and Vegetable Statistics (Frukt- og Grøntinnsikt) Consumer insights, consumption statistics, and research data on Norwegian fruit and vegetable consumption, preferences, and attitudes, including surveys on consumption development, consumer perception, and children's eating habits, targeted at industry professionals, health authorities, and academic researchers.
• Raw Ingredients Database (Råvarer) A detailed database of raw ingredients organized into categories: vegetables (grønnsaker), fruits (frukt), berries (bær), and nuts (nøtter), with nutritional information and preparation guides, available free of charge to Norwegian consumers.
• Educational Materials (Materiell og Bildearkiv) Downloadable educational materials including posters, brochures, activity books, and image archives promoting fruit and vegetable consumption, with materials targeted at kindergartens, schools, and the general Norwegian public.
• Newsletter (Nyhetsbrev) Email newsletter sent approximately 12 times per year with recipes, seasonal tips, and fruit and vegetable information, available free of charge to Norwegian consumers who register an email address.
• Weekly Menu Planning (Ukemenyer) Weekly meal planning service with themed recipe collections to help Norwegian consumers plan meals throughout the week, available free of charge through the Frukt.no website.
• Annual Reports (Årsrapporter) Downloadable annual reports for Opplysningskontoret for frukt og grønt (OFG) covering organizational activities, consumer research, market statistics, and industry initiatives, available for years 2020 through 2025.

Quantifiable outcome

• Men eat an average of 3 portions of fruit and vegetables per day; women eat 3.6 portions per day
• +5 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Ten partnerships are on record, tiered core, notable and support.

• Norske Kokkers Landsforening (NKL)coreStrategic or Co-development Partner · 23 June 2026Norske Kokkers Landsforening (NKL), with 1,400 members across Norway, signed 'Det store norske Grøntløftet' (The Great Norwegian Green Pledge) in June 2026. This makes NKL a key driving force in OFG's initiative to encourage more Norwegians to choose Norwegian fruit, berries, vegetables, and potatoes. The partnership aims to leverage professional chefs' influence to promote Norwegian produce in home cooking and professional kitchens.
• St1notableStrategic or Co-development Partner · 28 January 2026St1 won the 2025 Norwegian Championship in Fruit and Vegetable Fuel Station (NM i frukt og grønt energistasjon 2025), an OFG-organized competition recognizing fuel station chains that make it easy for customers to buy fruit and vegetables on the go. St1 was recognized for its commitment to stocking more fruit and vegetables at its stations.
• InmetasupportTechnology or IntegrationInmeta is the data processor for the development and maintenance of frukt.no's website. Inmeta handles web development services under a data processor agreement that regulates information access and treatment.
• Vangen & PlotzsupportTechnology or IntegrationVangen & Plotz is the hosting and operations provider for frukt.no. They maintain the servers where data collected during website operations is stored. Only frukt.no and Vangen & Plotz have access to the collected information. A data processor agreement is in place between frukt.no and Vangen & Plotz.
• APSISsupportTechnology or IntegrationAPSIS is the data processor for frukt.no's newsletter distribution. APSIS handles the sending of approximately 12 newsletters per year to subscribers. The newsletter email database is managed by APSIS and is not shared with other parties.
• DistribusjonspartnersupportChannel Partner/ Reseller/ DistributorDistribusjonspartner is the distributor for frukt.no's physical materials (brochures, posters, etc.) ordered through the website. They ship educational materials on behalf of frukt.no to the public and institutions. Order data is shared with Distribusjonspartner solely for the purpose of fulfilling shipments.
• KantarcoreStrategic or Co-development PartnerKantar has conducted several consumer research studies on behalf of OFG, including a September 2021 survey on Norwegian consumer preference for Norwegian-produced fruit and vegetables, and a 2016 survey on eating habits in Norwegian kindergartens.
• NorstatcoreStrategic or Co-development PartnerNorstat conducted a May 2025 survey on behalf of OFG among 501 parents with children in kindergarten and/or primary school, to investigate what food parents send with their children to kindergartens and schools.
• QuestBack and HotjarsupportTechnology or IntegrationOFG uses QuestBack and Hotjar to conduct surveys. Survey purposes are always disclosed, and it is clarified whether surveys are anonymous or not. Data is not shared with others or used for purposes other than those stated.
• Respons AnalysenotableStrategic or Co-development PartnerRespons Analyse conducted a survey on behalf of OFG examining grilling habits, specifically that women grill more vegetables than men when participating in grilling activities.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Others

• Matmerk: Norwegian food branding and origin-certification body, running 'Godt Norsk' and 'Beskyttede betegnelser' schemes. Adjacent in mission — promoting Norwegian food products — though focused on labeling/branding rather than nutrition education.
• Bama Gruppen: Norway's largest fresh produce distributor, serving grocery, foodservice, and convenience channels. A key industry partner and likely funder of OFG; comparable only in that it sits within the same Norwegian produce ecosystem OFG promotes.
• Gartnerhallen: Norwegian cooperative of fruit, vegetable, and berry growers. Represents the upstream production base that funds OFG and benefits from its consumer-promotion activities — a complementary industry-side counterpart.
• Norges Bondelag (Norwegian Farmers' Union): Largest Norwegian farmer organization, representing agricultural producers including the fruit/vegetable growers OFG serves. Adjacent industry-association role with overlapping stakeholder base but broader scope across all agriculture.

Regional players

• Oldways: US-based non-profit dedicated to preserving traditional, healthy foodways through consumer education and Mediterranean/diet heritage programs. Functions as a thematic counterpart to OFG outside Norway — similar consumer-education mandate with no direct Norwegian competition.

Direct peers

• Opplysningskontoret for egg: Norwegian Egg Information Office — another 'Opplysningskontor' using the same industry-funded, consumer-information model for the egg sector. Operates similar recipe, nutrition, and educational content channels targeting Norwegian households.
• Opplysningskontoret for melk: Norwegian Dairy Information Office — runs the same 'Opplysningskontor' model as Frukt.no, funded by industry levies to provide free consumer-facing content (recipes, nutrition, school programs) promoting dairy consumption. The closest direct functional peer, identical in funding model and structure.
• Produce for Better Health Foundation: US-based non-profit (formerly '5 A Day') promoting fruit and vegetable consumption through consumer education, retail partnerships, and the Have A Plant® movement. Direct functional peer across the Atlantic with similar mandate, content platforms, and industry backing.
• Opplysningskontoret for brød og korn: Norwegian Bread and Grain Information Office — same organizational model and funding mechanism as OFG (Frukt.no), serving the grain/bread sector with consumer content, school programs, and industry competitions. A parallel 'Opplysningskontor' with directly comparable activities.

Broad incumbents

• Helsedirektoratet (Norwegian Directorate of Health): Norwegian government's national authority for public health policy, including dietary guidelines that align with OFG's produce-promotion mission. Oversees broader health communication channels and is a key institutional stakeholder that uses OFG's consumer data.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance1 record

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 Frukt.no