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«Fette Reint is a water-rich Northern Norwegian company. Our main business is the delivery of high quality products in cleaning, hygiene, disinfection, protection, repair and maintenance.».
This is how Andreas Eriksen (36) describes his detergent company on Facebook.
When he was fired from his job at a travel agency in March, he created a detergent agency.
I wanted to call the company Fette Reint AS, but the Brønnøysund Registration Center does not agree.
They believe the company name is “fit to arouse outrage,” writes Nord 24, who was the first to mention the case.
– We cannot rule out that someone may be raped, explains Brønnøysund’s records in his answer below in the case.
FULLY FAT: Andreas Eriksen poses with the company logo. Photo: Andreas Eriksen
Typical northern norwegian
– Talk about nailing tiles. The name of the company has nothing to do with the female anatomy. There are many south of Trondheim who think “fat” is the same as some other offensive F-word, but that’s not true, Senja’s man tells TV 2.
AND:
– The two words are not even related!
Eriksen says it was he and a friend who works in the advertising industry who came up with the company name during a “creative process over a cup of coffee.”
– We wanted to play the typical Northern Norwegian, with humor and frankness. Then we thought “Fette Reint” might sound good and stick with people, he says.
When asked if he and his friend from the ad industry deliberately chose the name to draw attention to the word “fat,” Eriksen responds as follows:
– I thought the name would attract attention, yes, but not that it would go that far. We will mainly sell laundry products to Northerners who know well what “fat” means.
LET THE DIALECT ALIVE: Anders Eriksen leaves no doubt as to what he thinks about the decision of the Brønnøysund Registration Center. Photo: Private
Full stans
Eriksen says that in recent months he has conducted market research, strategized for clients, and worked hard to market his business.
Only when he was going to register Fette Reint as a limited company in the Brønnøysund registries was the process stopped.
The Brønnøysund records spent three weeks evaluating the Fette Reint AS record, before submitting the rejection.
– I wish the authorities supported start-ups now in these times, and did not waste resources in rejecting company names with a bit of humor, says Eriksen to TV 2.
You don’t understand why Fette AS can provoke outrage.
– Everyone north of Trondheim knows that “fat” means “very”, and that it has nothing to do with the offensive word with F, he says.
Think it’s sexist
Deputy Director Øyvind Vågan at the Brønnøysund registration center confirms to Nord 24 that Eriksen’s company name has not been approved.
– We consider that the name “Fette reint” is apt to arouse outrage at the original meaning of the term. We consider the name to be sexist, he says.
He says that it is rare that company names are rejected by them and that the decision was made at the managerial level.
– We remind you that the Commercial Companies Registry is a national registry. The information that is recorded, including the name of the company, is publicly available to all. We cannot rule out that someone may be offended by a record of the word “fat” in a company name, he says.
Add a letter
It is possible to appeal against decisions made by the Commercial Companies Registry, but Andreas Eriksen has already decided to formally change the company name.
– I add a letter, to be Fetter Reint in the Brønnøysund records, but we will call her Fette Reint in all other places, he says.
Both the company website, logo, Facebook page and other profiles will be under the name of Fette Reint AS.
– Then you just have to wait three more weeks before the bureaucrats have dealt with Fetter Reint AS and are satisfied, Eriksen concludes.
