Tine's Organic Processed Initiative
Tine holds 93 percent of the market share in Norway. In 2003, Tine took the initiative to increase interest in more processed organic products with the brand concept osteocom- pagniet to put specialty cheese and other niche products in focus. Its taste, region, and animal welfare are highlighted in its marketing efforts. The Tine organic range is also promoted as an independent brand, yet with similar packaging as all other nonorganic product ranges making it less distinct. Tine faced a problem in marketing animal welfare through the cooperative organizational model that hinders attempts to segment product lines based on quality differentiation, because it suggests that the conventional model is worse. As a consequence, Tine communicated mainstream organic milk with an implicit value of being welfare friendly instead that it is better or more animal friendly. Moreover, breeding organizations and sales cooperatives were hampering the further development of the organic market. This resistance amounts to a failure to meet the interests of both farmers and consumers and works against the authorities who see the political, economic, and symbolic significance in driving for increased organic production in Normway (Kjaernes et al., 2008).