Good experiences
We want to contribute to positive experiences. That’s why we support initiatives, organisations, and individuals who do important work in the community.
Some of those we supported in 2024:
Sykehusklovnene
Frelsesarmeen
Matsentralen
Roforbundet
Birgit Skarstein
Kolstad håndball
Kirkens Bymisjon - Skattkammeret
Trondheim as host city for Bocuse d'Or Europe
Local clubs and associations
Activities in the local community
We aim to be a positive contributor to the local community, and therefore support activities that promote togetherness and healthy habits among children and youth. Throughout the year, we have contributed chicken products to tournaments, school events, and other local gatherings. Our goal is to support a wide variety of teams, associations, and initiatives, so that as many children and young people as possible can take part in meaningful activities where they live.
We hope more food producers will be inspired by the collaboration between Norsk Kylling and Matsentralen.
Collaboration that makes a difference
We collaborate with Matsentralen Trøndelag to rescue surplus food, which is redistributed through a large network of charitable organisations. In 2024, we donated 30 tons of chicken products. These were primarily distributed to individuals and families in difficult life situations in Central Norway. Jort Reitsma, Managing Director of Matsentralen Trøndelag, explains that the need for donations remains high.
– The demand for food aid continued to increase in 2024, and we see that the demand exceeds the supply of food. Research shows that only 3 percent of surplus food from the food industry is donated to charity; the rest becomes food waste. We hope more food producers will be inspired by the collaboration between Norsk Kylling and Matsentralen. Their contribution means an enormous amount to many, and we are deeply grateful to be able to distribute chicken to voluntary organisations that help those among us who need it most.
Together for increased awareness of animal welfare
In 2024, Birgit Skarstein served as spokesperson for Norsk Kylling in a national branding campaign. With her credibility and passion for responsibility, she has been a strong ambassador for Norsk Kylling in our work to promote awareness of responsible animal welfare. Birgit concluded an impressive sports career with an Olympic silver medal in rowing at Paris 2024, and we are proud of our collaboration with her.
Early knowledge leads to wise choices
We want children and young people to gain insight into where our food comes from and how it can be produced responsibly. When Europe’s best chefs competed for a place in the Bocuse d’Or world final, we contributed an educational program about chicken, animal welfare, and raw materials for around 200 sixth graders. The students got to put their knowledge into practice by assembling a puzzle featuring an illustration of a Hubbard chicken — a concrete and engaging way to learn.