Strawberry switches environmental certification to the Nordic Swan Ecolabel

In a short period of time, Strawberry has switched its environmental certification to the Nordic Swan ecolabel, and almost 240 of the hotels in the group's portfolio now carry the label.

The Nordic Swan Ecolabel is the official ecolabel in the Nordic countries and sets strict requirements for energy consumption, waste management, chemicals, and resource use. The Nordic Swan Ecolabel aims to make it easier for consumers to choose hotels that are good environmental choices and that actively work to reduce their environmental impact. Changing certification is part of Strawberry's ambitious 2030 strategy to become climate neutral in its own operations.

- Our decision to choose the Nordic Swan ecolabel is not just a strategic move, it is confirmation of our targeted efforts over time. For us, the label is enormous recognition for the work we have put in over recent years, and is entirely in line with what we aspire to be. A safe and reliable operator that takes responsibility, even beyond the hotel steps, says Torgeir Silseth, CEO of Strawberry.

For Strawberry, having an environmental certification with a common Nordic standard is crucial. The company's hotel portfolio currently includes 249 hotels, in addition to meeting and conference facilities as well as food and beverage services. In order to meet the Nordic Swan ecolabel's many requirements, the hotels have, among other things, increased the proportion of organic food in their establishments, introduced clear maximum limits for the use of electricity, water, waste and chemicals, and stopped using disposable items in their daily service.

In addition to being the environmental certification most familiar to Nordic consumers, the Nordic Swan Ecolabel is highly regarded by government and public sector customers. With the label, the company's guests and customers can be even more confident that Strawberry delivers the same high level of service across the Nordic region. Strawberry's switch to the Nordic Swan Ecolabel also means that Nordic hotel companies now largely have a common environmental certification and standard.

- Strawberry has impressed us with their willingness to change and its innovative strength. It is not easy to meet the Nordic Swan ecolabel's requirements, but Strawberry has worked comprehensively and systematically with the environment at all levels of the organization over time. In addition, they have met us with a professionalism and pace that inspires us, says Cathrine Pia Lund, CEO of Miljømerking Norge, which administers the Nordic Swan Ecolabel.

The fact that Strawberry has certified almost 240 hotels in such a short time is the result of an ambitious strategy combined with targeted, long-term efforts. The mapping of a new environmental certification began in Q4 2024, but work on the hotels did not start until June 2025. The remaining hotels in the company's portfolio will receive the label on an ongoing basis.