BERGEN, Norway (February 22, 2026) — A former Star Tour travel guide with limited knowledge of milk prices has been appointed to oversee competition among Norway’s leading grocery chains, Kiwi, Rema 1000, and Coop. The appointment of Mads Magnussen as director of the Norwegian Competition Authority has sparked debate about potential conflicts of interest, given his recent perform as a lawyer for Norgesgruppen, the parent company of Kiwi.
Magnussen’s arrival comes as the Norwegian government prioritizes the grocery market as a key area for increased competition, alongside digital markets and sustainability.
The new director, who previously worked as a legal counsel for the country’s largest grocery retailer, will now be responsible for ensuring fair competition within the sector.
The appointment has drawn criticism from some quarters, with concerns raised about the potential for bias.
Magnussen recently represented Norgesgruppen, and will now be tasked with regulating the same market in which his former client operates. This has led some to suggest the situation resembles “putting the fox in charge of the henhouse.”
Skiing and Travel Background
“How has it been starting a new job?”
“It’s been decided for a while, so I was really looking forward to getting started. Now I’m in the swing of things and have been in the job for about five weeks. It’s as good as expected,” Magnussen said.
Magnussen is based in a corner office in Zander Kaaes gate, Bergen, close to the city’s main railway station.
The location provides straightforward access to public transportation, including the Bybanen light rail line to Flesland Airport, requiring frequent travel.
FAIR COMPETITION: The new director of the Norwegian Competition Authority, Mads Magnussen, says he is committed to fairness for both businesses and consumers. Photo: Erik Molland (Nettavisen)
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“How would you describe yourself?”
“Well, one of the things I’m most happy about is having been a travel guide,” Magnussen said.
That’s an unexpected answer.
Magnussen continued:
“It’s been many years, but I think it says something about what I’m like as a person. I’m positive, sociable, and interested in people,” he said.
At this point in the interview, Magnussen shifted to more expected topics, such as his strong sense of justice and his pride in being the first lawyer to lead the Norwegian Competition Authority.
“I’m a little proud of that, and I think it could also be an advantage for the Norwegian Competition Authority.”
But…
Did he say *travel guide*?
“Ha, ha. Yes, I was a travel guide for a couple of seasons with Star Tour.”
“But that wasn’t in this decade, was it?”
“No, that was during my student days. I was in the Alps and in Turkey. It was a fantastic experience. It actually fits well with my personality and how I want to be,” said the new competition director.
COMMUTER: Mads Magnussen resides in Høvik, Bærum, and commutes weekly to Bergen. Photo: Erik Molland (Nettavisen)
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“How do you describe yourself?”
“Well, one of the things I’m most glad I did was being a travel guide,” Magnussen said.
What?
Magnussen continued:
“It’s been a long time, but I think it says something about what I’m like as a person. I’m positive, sociable, and interested in people,” he said.
At this point in the interview, Magnussen transitioned to more expected discussion of his strong sense of justice and his satisfaction with being the first lawyer to lead the Norwegian Competition Authority.
“I’m a little proud of that, and I think it could also be an advantage for the Norwegian Competition Authority.”
But.
Was it *travel guide* he said?
“Ha, ha. Yes, I was a travel guide for a couple of seasons with Star Tour.”
“But that wasn’t in this decade, was it?”
“No, that was during my student days. I was in the Alps and in Turkey. It was a fantastic experience. It actually fits well with my personality and how I want to be,” the new competition director said.
INDEPENDENCE: Mads Magnussen has recused himself from a handful of cases, including the so-called ‘Price Hunter case.’ Photo: Erik Molland (Nettavisen)
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“Tough” Enforcement
“How much do you think you’ll be able to use your sense of justice in what you’re going to do now?”
“I think it was a good thing for me to become a lawyer, and that background I hope will be useful for the Norwegian Competition Authority. We are constantly challenged with complaints and lawsuits in our cases. In that sense, a background as a lawyer and judge can be helpful.”
“We will be tough, in the sense that we will not be afraid to tackle competition problems, but it is also very important that we take into account the fundamental rights of the companies we supervise.”
“Are you concerned about fairness for grocery shoppers as well?”
“I am generally concerned about fairness, not just for grocery shoppers but for consumers in all markets.”
“In what way?”
“Our job is to remove barriers to competition in the markets. That is in the interest of business, but especially in the interest of consumers. Competition normally leads to lower prices, better quality and more innovation. I think consumers are entitled to that.”
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RECUSAL: Mads Magnussen has recused himself from cases involving his former client, Norgesgruppen, including the ‘Price Hunter case.’ Photo: Erik Molland (Nettavisen)
“Are you price conscious? Do you know what a liter of skim milk costs?”
“I’m more price conscious now than when I was a lawyer. I’d guess 25 kroner.”
“It’s 19.40 kroner.”
“I don’t buy much milk, and don’t question me what juice costs – it’s definitely more expensive.”
“Banana Republic”
Price increases have accelerated since Russia’s invasion of Ukraine four years ago. This has fueled debate about the Norwegian grocery market.
Many believe competition is too weak and contributes to rising prices.
The Norwegian Competition Authority has repeatedly pointed to insufficient competition in the grocery market. What does the new director think?
“The Norwegian Competition Authority has long pointed out that it is a concentrated market, with a few large players, and competition could definitely be better at both the
“What does it mean that it ‘could be better’? Is it just terrible?”
“I wouldn’t necessarily use the word ‘bad,’ since I don’t have a basis for saying that, but the competition is fragile and should be stronger. It is a concentrated market with three large players and one smaller player at the retail level. More players would be a big advantage for consumers.”
“What do you mean by ‘could be better’? Everything could be better. Is that all you mean?”
“Government measures and the Norwegian Competition Authority’s active enforcement of competition law have collectively contributed to better competition. It is also an ongoing effort based on an assessment that it should be even better. The fact that it is a fairly concentrated market is not particularly good for competition. More players would be a big advantage.”
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