Fjordonomics Part 5 - You Have to Own a Norwegian Fjord!

An opinion series based on 25 years of personal experience in breeding, buying, and selling Fjord Horses.

A few articles ago, I introduced the economic concept of utility. In my opinion, utility is the single most important key to marketing Fjord horses.

Let’s take a quick detour into economics. Utility refers to the satisfaction or benefit a consumer gains from a good or service. It’s subjective—different for every individual—but it helps explain why people buy what they buy.

Economists often describe four types of utility:

• Form utility: Value in the product’s design or features.

• Time utility: Having it available when the buyer wants it.

• Place utility: Being able to access or transport it easily.

• Possession utility: The satisfaction of ownership itself.

Every one of these applies directly to Fjord horse sales. Is the Fjord the right color, with the right training, for my needs? Can I buy now, or do I have to wait? How far will I have to ship it? And—perhaps most importantly—how amazing will I feel once I own one?

Classical economics assumes buyers make rational choices to maximize utility. But let’s be honest: buying a horse isn’t rational. Nobody needs a horse for survival, transportation, or farm work anymore.

Buying a Fjord is driven by desire, not necessity—and that’s exactly where the magic lies. We aren’t just marketing horses. We’re marketing the feeling: YOU HAVE TO OWN A NORWEGIAN FJORD!

We know it’s true because we’re the believers. We’ve lived it. And the best way to convince others is through our stories. I often tell people how I first discovered the breed—riding a Fjord on a trail ride in Normandy when my bridle suddenly fell off mid-ride. Any other horse might have panicked, but that Fjord stopped calmly and waited while we fixed the tack. That moment sold me on the breed for life.

Yes, we can talk about Viking ancestry and DNA purity, but what really matters is that Fjords are personable, willing, versatile, and endlessly charming. No other horse offers the same blend of temperament and capability. That’s why I tell prospective buyers: I don’t care if you buy a Fjord from me—but you should absolutely own a Fjord.

Marketing a Fjord isn’t about pushing. It’s about sharing the joy. If you’ve ever known an unpleasant horse, you understand how special it is to have one that’s kind, fun, and eager to please. That’s utility at its finest.

Next up: Tips for Buyers and Sellers