The Consumer as a Co-Producer and Prosumer: Convenience Food Marketing

  • Sigurd V. Troye
  • Magne Supphellen
  • Alexander Jakubanecs


The history of the Toro brand and Rieber and Son can be traced back to 1839 when Paul Gottlieb Rieber founded a vinegar factory in Bergen, Norway. Since then, the Rieber and Son group has grown into a major food corporation nationally and internationally. The company now owns 25 brands, employs 1 200 employees in Norway and 2 400 internationally with manufacturing facilities in Norway, Sweden, the Netherlands, Poland, the Czech Republic and Russia.


Brand Equity Mass Customization Fast Food Restaurant Coco Milk Convenience Food 
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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Sigurd V. Troye
    • 1
  • Magne Supphellen
    • 1
  • Alexander Jakubanecs
    • 2
  1. 1.NHH Norwegian School of EconomicsParadisNorway
  2. 2.Institute of Economics and Business AdministrationBergenNorway

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