HOFF Liv Laga vegetable burgers

HOFF Liv Laga is a prominent line of plant-based and vegetable-focused products launched by the Norwegian potato processing giant HOFF SA. Established originally to process potatoes from Norwegian farmers, the brand developed the 'Liv Laga' series (a Norwegian phrase meaning 'vitality' or 'life-ready') to cater to the growing demand for vegetarian and vegan alternatives. The products, such as their vegetable burgers, are specifically designed to highlight Norwegian ingredients, prominently featuring Norwegian-grown potatoes and vegetables.

The brand is owned and operated by HOFF SA, a cooperative owned by approximately 2,300 Norwegian potato growers. This ownership structure ensures that the production remains deeply rooted in the Norwegian agricultural sector. Manufacturing primarily occurs at their local facilities in Gjøvik and Inderøy, maintaining a short supply chain from field to freezer. As an agricultural cooperative, HOFF SA remains the ultimate owner, ensuring the brand stays within the hands of the primary producers in Norway.