"I wish first of all to thank the organizers of this event for their cordial invitation. I am grateful that I am able to mark this occasion together with all of you. And I am particularly pleased to witness an event that celebrates cooperation in concrete terms between businesses in our two countries, Israel and Norway.
I say this because it has been the declared intention of my government to develop exchanges and cooperation between us in any field of mutual interest. This has also been the marching order for my Embassy. But I have to admit that full success has so far eluded us.
There can be many reasons for this. The most important explanation that I keep hearing is that there is a lack of interest on the part of business and industry in both our countries. Business circles in Norway certainly seem to feel that priority should be gives to markets that are well known and geographically close. That is generally seen as more convenient than to invest in new markets that may harbour surprises and risks of various kinds.
Another factor is that Norwegian investments abroad are now increasingly focused on maritime exploration of oil and gas, and here the opportunities in Israel are few.
A look at the main data for our trade confirms this. Israeli exports to Norway amount to approximately 100 million dollars in 2008. Advanced technological equipment accounts for about 50% of that figure. Norwegian exports to Israel amounted to a mere 70 milion dollars, and has shown a slight decline over the last few years.
I believe myself that the strategy our traders and industry seem to follow may be costly. It should be clear to all that globilisation calls for diversification and for the development of new business opportunities, both in new countries and new sectors. If business leaders do not adapt to the new realities of this world, others will take advantage.
Norway and Israel have many caracteristics in common. Our societies are open to trade and to exchanges, and we follow the same rules of the game. That will be all the more so when, as I expect, Israel joins the OECD, but the level playing field is in effect already there. We are also both technologically advanced, and we should be able to exploit that fact.
And beyond this, our economies have shown convincing resilience, as evidenced by the way in which both have been coping with the international financial crisis, which may hopefully now be largely behind us. Economic solidity is, of course, of vital importance for offering an attractive environment for trade and industry.
I strongly believe that there are interesting fields that can be explored and exploited, and that our business communities would be well advised to take advantage of the potential that does exist.
Elopak is an excellent example of what can be done in terms of joint ventures if the innovative spirit and the necessary courage is there, and I want to congratulate Elopak and Elopak Israel for the initiative that was taken ten years ago and for the important results and market share that have been obtained. And I salute the performance of the offspring Elocap, which, I understand, has doubled in size and volume every year.
Here at this Kibbutz it is important to note that we are celebrating the ten-year Anniversary of the first joint venture entered into by a Norwegian firm and an Israeli Kibbutz. It goes to prove that cooperation like this is possible despite any cultural differences that may exist. I should add that the Kibbutz movement as such has historically been a much admired and popular phenomenon in my country. Many are those Norwegians who for idealistic reasons spent time in a Kibbutz, and some have stayed and made their life there.
Elopak has a proud history. The Elopak milk carton was introduced more than 50 years ago, and has grown to become something close to a cultural phenomenon in my country. It is in a certain sense part of our cultural frame of reference. Every time a more or less important change is introduced, for instance in design of the milk carton, that triggers debates all over the country. Changes may be unpopular for a while, but innovation is, of course, necessary for any product to maintain, let alone increase, its market share. And to make people accept change, Elopak Norway has even produced cartons in “retro” design from time to time to remind people of their childhood days spent gazing at the milk carton during breakfast. That has been a popular feature.
But Elopak is not just a company with a proud past, it is well placed for the challenges of the future as well. Through its innovation and success in replacing glass and plastic bottles with cartons, Elopak Norway and Elopak Israel are contributing to combating climate change and preserving the environment. I know this is a value deeply embedded in the company, and it is a value they share with Norwegian authorities. We expect Norwegian companies abroad to take on responsibility in meeting environmental challenges as a part of a wider agenda of Corporate Social Responsibility. And Elopak is heeding the call, setting an excellent example for the business community in Israel.
I again express my warm congratulations on this 10 year anniversary; environmentally sound and innovative products will not go out of style. I am convinced that the next decade will be just as successful as the first."