The Home of our Passion
Endless woods and lakeland, untouched wilderness – this is Sweden, our home country. The game density is exceptionally high and hunting and fishing are an integral part of Swedish culture. Hunters are passionate, confident and widely accepted. They are known for their professional and ethical behaviour, as well as accurate shooting, a dedication that results in healthy wildlife populations. The ideas and expertise of Swedish hunters have grown to what Norma represents today: it is one of the leading manufacturers of superior ammunition – highly respected all over the world.
Norma's Philosophy -
"At the Heart of the Moment"
Happiness, most of the time, is about something we experienced in the past. It’s about something that used to be, leaving us so that only afterwards could we conclude how fine it was. Happiness is periods or moments mostly in the past tense. Maybe it’s the way we live today. Our dreams are always ahead of us and somehow we have lost the ability to appreciate and enjoy the present. I remember staying awake one night at the famous Ice hotel in Jukkasjärvi, in northern Sweden, listening to my iPod and feeling miserably cold. It never crossed my mind I’d be having trouble going to sleep. Van Morrison sang, “These are the days … there’s only here, there’s only now.” It was a great song with lyrics fit for reciting in church. Enjoy the moment, it said – and I did.
Hunting brings the moment, wherever you may be, in the mighty pines of northern Europe or Canada, in a beech forest along the wide Danube River in Hungary or in the immense dry veld of Namibia, looking for the particular kind of game you’ve been dreaming of. If we’re lucky, we’ll get that special moment – only here, and only now. It’s an intense feeling – it’s The Heart of the Moment. And so it becomes up to us then, to our skill with a rifle. We need that suitable match between our best judgement and controlled forcefulness. It helps if we’ve done our training, as we should have, giving that superior feeling of the successful athlete – we just can’t lose. When push comes to shove, there are no doubts as to the outcome.
Trust yourself, your rifle and your ammo.
At The Heart of the Moment, in that so-brief, decisive instant of truly being there, intensely alive and on top of the situation, you’ll do your job, and Norma ammo the rest. It’s instant happiness in the open air, something to enjoy right here and now, and something to remember. It’s very nearly a religious thing.
At The Heart of the Moment...
Norma Vision – a question of attitude
Norma will never be the world’s biggest producer of hunting and target ammunition and there are a few places where we will never be market leaders. We won’t make the world’s cheapest ammunition, either. And we really have no wish at all to compete where the only criterion for purchase is price. Even if we could.
But, we’re hell bent on a few other things. First and foremost, we’ll remain one of the best!
We have one of the very best outfits in business – excellent engineers, first-class operators of our machines, top-rank ballisticians and a sales force that many colleagues in the trade must envy.
During our hunts, in one beautiful landscape or other somewhere in God’s creation, we pinch ourselves and mutter, “I’m one lucky son of a gun!” Our ambition is to be number one, and to stay there. We like winning and our attitude to losing requires a stronger expression than we can print.
Fate could have put us into automotive parts or electronics. That would have been tough luck and so we won’t forget that whatever skill we put in here, there’s got to be a bit of luck as well.
We realize that we’re lucky, because we’re in the hunting business – the dream business.
Teamwork for us means that decisions are taken at the very levels in our organization where the knowledge is and where the impact of the decision will be felt, and we all make sure we know where the strategic goal is. The pyramid of hierarchy is a low one, with a wide base. That makes decisions better and faster, and more inspiring, too. We manufacture 106 calibres and the trend is: increase! Most companies would say, “It’s too much. Let’s concentrate on the volume products.” But we know that we have the flexibility for more calibres, for our own requirements and for the requirements of our OEM customers. Who wants to be in the commodity business? Not us.
So, we’re here to win. The famous American Army General Douglas MacArthur once said: “There is no substitute for victory” – and there really isn’t.
“We have a fantastic esprit de corps. We’re flexible, we work hard and above all we have fun together when we’re travelling or hunting. We laugh a lot, and why not? – since we’re one of the most profitable companies in business.”
Torbjörn Lindskog, CEO.