In Norway we have a chocolate factory named Whale, actualy won the power to sell their product in major shops. A brave founder of, a great product.

in #steemit8 years ago


Whale Chocolate Factory was founded February 26, 1996 as an ASA with about 30 shareholders and 5 employees. We got a turnover of 3 million in rented premises near the center of Sandefjord. Whale was chosen as the logo and brand name for a local to Oslo, while the figure was easy to make the marzipan and chocolate.

In a town named Sandefjord we have a Confectory named Whale (Hval-Norwegian word) Who is a smal factory that is hunted by, of all the bic company. they will squeeze out of the market.
With and buy the best seats in the shop, and deny their major clients and take their products.
Vendors have too much power in Norway, so they can actualy do wath they want.


Rolf Rune Forsberg (pâtissier) is founder of this company, and did a great work to get his product into the major shops in Norway as Rema1000 and Meny.

Here is wath founder him self says about the factory on home page. (translated in google)

The following year we doubled our turnover and bought 5 small cars as we drove around the Vestfold by selling goods directly from the cars, which were filled up every morning full of chocolate. The staff was also increased by a further 3 people. It was now 5 sellers with each its small van and sales increased steadily to 9 million it three years. We now needed better equipment and embarked shares in a public offering of 6 million. which meant that we got the whole 450 new shareholders. The price of the issue was 8 kr. And it went on for 12 kr. Turnover increased further to 12 million and the space was too small. Whale moved to Fokserød v / E of 18 and rented now premises which was 3 times greater and the new automatic chocolate molding machine was moved there.

The plan was to rent out 1/3 of the premises but before we had moved finished, we needed all the 1,500 sqm in the modern building which was only a few years old.
Marzipan Production also increased sharply as it was completed an additional private placement to existing shareholders to fund a new marzipan line. Turnover exceeded reach 20 million, and it was CandyKing stage in bulk weight that made also a sharp increase in sales, and Candyking was now our largest customer with about 50% of revenue.
The steady increase in sales and demand for new machines meant that whale failed to gain profit, but issues had caused the whale constantly had a strong equity ratio of 50%, in that capital was mostly financed by equity. Production was now gradually 24 hours a day 6 days a week, and the last day had the machines cleaned and there was no room to increase production. Turnover neared reach 30 million and there were 12 employees.
Both production lines were put up for sale, and used marzipan line was sold to Moscow, while the newer chocolate bar which was also at 30 cm width was sold to London.

It was then carried out a new share issue of NOK. 3.20 for a share split and two brand new custom lines were purchased from Denmark. The capacity of the chocolate bar of 80 cm width increased reach from 150 to 500 kg per hour, whereas for the marzipan line increased capacity equivalent from 150 to reach a double width of 80 cm by 600 kg per hour. This meant that production went down to one shift and only two shifts before Christmas, on 4 days a week with laundry day on Fridays and free Saturday and Sunday. The increased capacity also meant that labor costs per unit time decreased, and further expansion was secured.
The building was expanded twice, and the warehouse could now be increased so that we can run longer runs with less break. Candyking increased its purchases still and whale passed 30 million. In turnover and in 2005 a surplus of 2 million. Our best selling chocolate "color-plating" that we had registered designs were copied by our competitors. Whale got a downturn in sales because of this copying process, as well as a number of complaints when consumers could not tell the difference, but thought we had substituted ingredients to a poorer quality then the taste was different. Whale took legal action when they would not stop the sale of the copy nor pay for a license. Whale won the case and received compensation. Whale makes the best chocolate and marzipan in Norway.

Whale has won numerous tests also blind tests on marzipan. The chocolate is the whale which has most of the best ingredients such as ia cocoa butter and not cheap fat alternatives that we see that others are using. The main thing is that you know the flavor, so you can decide for yourself.
In 2007 established whale 6 own stores under the name "chocolatier" as we also have registered and protected against copying. It proved difficult to run their own shops with an answer for employees from Kristiansand to Elverum, absenteeism was huge and the costs high. We therefore decided to turn a bit on the concept and rather put parts of the decor in with others as a "Shop in Shop" solution. We had per October 2009 established 15 such departments, where whale is not responsible for wages and rent.
During 2009 and 2010, we had a joint sales company with about 14 sellers on the sale of our new large bags to the grocery market. They were not our best sellers, so they were phased out and taken over by Nille, selling them in bulk at low prices. Whale conducted a new share issue and now has 27 million. Shares.
The focus on bags meant we had to acquire packing machine for bags. We therefore conducted a private placement with CEO and Chairman totaling 3 million shares. The company has per January 2016 the number of shares: 27 mill.stk.
In 2013 we came with PL (private label) for two chains on Christmas marzipan, one concludes the project.
Whale bought stock built by general manager.
In 2014 we are focusing on some smaller stand bags to the grocery at 150 g with Marzipan, Milk chocolate and nougat and in 2016 comes licorice

R. Rune Forsberg
(CEO and pâtissier)

Here are some of their product


Production line




Factory location :)