Fjording is a straight-forward brand name which is perfectly fine to pronounce in all the major languages. It isn't exactly a bad thing that the word "Fjord" is closely connected to our exotic region in the minds of foreigners either.
When I first saw Fjording on the bottle design I knew it had to be that name. It doesn't only sound and look good, it also resonates well with some personal interests as well...
The geografical dimension
People from the part of Norway where I grew up, the Nordfjord and Sunnfjord regions, are referred to as "Fjording". Meaning people from the fjords. A suitable name for people who comes from one of the most astonishing fjord landscapes in the world.
Being a Fjording is something I'm proud of. There are lots of positive identity connected to it. The myths are saying that Fjordings are stubborn, strong, thrustworthy and hard-working people - sharing characteristics with the Norwegian Fjord Horse, which also originates from this part of the country.
The horse dimension
The Norwegian Fjord Horse, or Fjording as we often call them in Norway, has been close companion with the Fjording-people since way back to the viking era. Both in agriculture, transport, tourism, entertainment and warfare.
Most people in the Nordics have an idea of how the Fjording looks like. Subjectively speaking it's the most likeable horse on the planet. For those who distrust my argument take a look on these pictures on Instagram.
The massive Disney success, Frozen, gave people worldwide a mental image as well. Both price Hans and princess Anna had their own smashing Fjording.
Actually the Norwegian Fjord Horse is much more recognized abroad than most Norwegians are aware of. The Fjording has great international appeal and since World War II Norway has exported the breed in large numbers.
Today we have only about 5000 Fjordings in Norway, while there are 75.000 around the world!
The family dimension
I come from a Fjord Horse family. My uncle Ove kept several Fjordings when I was a little boy and my grandfather Knut was working with, or breeding Fjordings almost his entire life.
You might say that I was surrounded by horses my whole childhood.
The place I grew up, Nordfjordeid, is also known as "The Fjord Horse Mecca". Check out this Norge Rundt- TV program showing how much fjording-fuzz it could be at Nordfjordeid in the 80´s (PS! Uncle Ove´s stallion Haugtind was the best one this year!).
I´ll write more about my heritage and fjording family in later blog posts.
But, speaking of family: Did you know that every single registered Fjord Horse around the world is closely related? Read the fascinating story about the matador Njål and all his offsprings.