Market Development

Natural State acknowledges that humans are a part of nature, not above nature, and that the market is defined by human behaviour. We think that in order to build successful projects with long-term growth, we have to: 1. stop exploiting nature, 2. understand the true value of human resources, 3. see the potential in collaborative structures, and 4. realise that value creation is about more than revenue streams.

With this approach, Natural State has developed and realised numerous projects for the public and private sectors, as well as several self-initiated businesses.

The Natural State Method

Natural State always start a project with a analysis that maps the total value potential within the categories of nature, people, society and market — and provide a plan for how these values can be achieved through a development strategy.

Circular market transition for the Nordic region

Background

In 2020, Natural State established a department for Circular Economy, together with Cathrine Barth, with the ambition of the Nordic market to transition from a linear to a circular economy. Today, this department consists of five people who work with the public and private sectors in the Nordics and Europe.

Projects/outcomes

In August 2020, Natural State was hired to project lead the development of the Nordic Circular Hotspot — a 10-year market transition programme co-funded by Nordic Innovation. The project has a complex structure with several parallel processes focusing on market development, cross-segment and cross-sector collaboration, and knowledge sharing.

Services

Project development, project management, process facilitation, business development, strategy, market development, brand design, PR & communications, event production, cross-segment/cross-sector collaboration.

Circular economy, Place economy

Nordic Circular Hotspot

Nordic Circular Summit

Nordic Circular Arena

Direct Trade, Transparent Trade, Coffee Industry

Background

Einar Kleppe Holthe, the founder of Natural State, started his career in the coffee industry in 2001 and quickly, at only 24 years old, became the manager of Stockfleths with 130 employees. In 2008, he bought Fuglen (Oslo, 1963), which today has two bars in Oslo and five in Tokyo. In 2014, Fuglen founded its own coffee roastery based on the Direct Trade principles with locations in Norway and Japan and distribution worldwide.

Projects/outcome

Today, Natural State is very involved in the daily management of Fuglen, both in Norway and Japan, through strategic advising, branding and communications. In 2021, we were invited to develop a value chain analysis and sustainable development strategy for the entire Norwegian coffee industry.

Our role in this project

Project development, project management, process facilitation, value chain analysis, market development, business development, strategy, brand design, PR & communications, cross-segment/cross-sector collaboration.

Direct Trade market development for the coffee industry

Market Segment
Furniture Industry

Sustainable Principles
Circular Economy, Transparent Trade, Local Economy

 

Market Segment
Urban Development, City Life

Sustainable Principles
Place Economy, Local Economy

Gamlebyen Development

Fuglen Jazz Nights

Gamlebyen Street Festival