Fig 2: Adapted version of the Ellen MacArthur Foundation’s Butterfly diagram

Approach

The project began with a workshop mapping current activities across the organisation, followed by qualitative interviews and an exploration of aquavit’s history – a story closely linked to circularity. Since 1804, potatoes have been used in production, with leftovers repurposed as animal feed. Today, by-products from potato processing are distilled into raw spirit at HOFF SA in Gjøvik, then refined, infused with herbs like caraway, and matured in oak casks, often ex-sherry barrels.

Using the Ellen MacArthur Foundation’s “butterfly diagram” as a framework, we assessed Gjelleråsen’s processes and found strong resource management, but under-communicated circularity. This led to a six-part model with aquavit’s heritage at its core. Anora’s approach also embraces cultural sustainability, preserving craft traditions, recipes, and production methods dating back centuries.

Result

Enhancing internal knowledge about circularity

The communication concept was presented across the entire Anora organisation.

For a more detailed description, see the LinkedIn post on circular aquavit.

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Please consume with awareness. Enjoy with responsibility.