The Norwegian dairy giant, which also has the role of market regulator in Norway, had to import foreign butter during the crisis in 2011.
Now the brand Sunfield will be the solution. The butter is marketed and sold by Tine, but the content is foreign raw materials, when there is not enough Norwegian milk, writes Norwegian daily Finansavisen.
The launch of Sunfield allows Tine to guarantee enough butter to all consumers in Norway.
– Norwegian consumers want more choice in shops and Tine helps now that they have more butter types to choose from. We have chosen an English name to signal that the butter can be produced on a foreign commodity, says Tine’s director Pernille Siberg Nakken.
She does not agree that Tine undermines their owners – dairy farmers – by importing butter and states that butter crisis in 2011 taught them that they had to be more flexible in these issues.
About 2011 Butter Crisis
Lower milk production and management problems at market regulator TINE had stripped store shelves of butter just before Christmas in 2011. American, Danish and Swedish TV channels had mocked the Norwegians’ butter shortage and a Danish merchant Karl Christian Lunde had handed out 2000 packs of butter for free in Oslo and Kristiansand.
Comedy Central’s political humorist Stephen Colbert had dedicated his program, The Colbert Report to butter crisis in the country. The famous comedian had compared Norway and the USA in a satiric way through the program.
TINE is the largest Norwegian dairy product cooperative consisting of around 15,000 farmers and 5,505 employees. It has a revenue of NOK 19,4 billion. The parent company, TINE SA, is a cooperative society owned by its suppliers, the milk producers who deliver milk to the company. The corporation domestically offers the entire spectrum of dairy products. Tine’s internationally known products are Jarlsberg cheese, Snøfrisk goat cheese, Ridder cheese, and Ski-Queen (geitost). Tine is one of the twelve agricultural cooperatives in Norway.