{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Silvercore Podcast with Travis Bader","title":"Ep. 170: Inside the Norma Factory: How Swedish Precision Builds the World’s Most Trusted Ammunition","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/47ddf6f9\"></iframe>","width":"100%","height":180,"duration":4884,"description":"He’s the storyteller behind one of the most respected names in ammunition.\nJonas Hellentin of Norma Ammunition joins Travis Bader for an inside look at how one of the oldest ammunition makers in the world continues to innovate while staying true to its roots.\nFrom the Swedish forests to the Norma factory floor, Jonas shares the brand’s 120-year legacy of craftsmanship, how their bullets are tested, and why Scandinavian hunting culture values precision, ethics, and community above all else.\nThis episode explores the balance between tradition and technology, the ethics of hunting, the coming lead-ban challenges, and what it means to carry pride in every round.\nFollow Norma Ammo- https://www.norma-ammunition.com/\nInstagram - https://www.instagram.com/normaammo\nFacebook - https://www.facebook.com/normaammo/\nYoutube - https://www.youtube.com/channel/UC6ArzX0LPgGfkmdmZyVJZoQ\n\nFactory Tour - https://www.youtube.com/watch?v=jRRrf67XT7M    \n\nGET FREE -  Silvercore stickers by leaving a review on Spotify or Apple Podcasts, screenshot that review and send it to info@silvercore.ca with your mailing address.\n\nSilvercore Club Promotion and Giveaways - \nStoeger Canada 40% off clothing, 20% everything else and free shipping on orders over $150 (unit October 14 2025) - https://www.stoegercanada.ca/\nNanuk Cases - 30% off all cases\nArmament Technology - Keep an eye on Silvercore Outdoors social media for your chance to win a 3moa Micro Red Dot sight by SAI!- https://armament.com/collections/sai-optics-riflescopes/products/sai-optics-mini-red-dot-sight\n\n\n\n\n\nTimestamps:\n\n00:00 – Intro & Silvercore Club discounts  \n02:00 – Welcome Jonas Hellentin: carrying Norma’s legacy forward  \n04:00 – Travis’ visit to the Norma factory in Sweden  \n07:00 – Inside the factory: automation meets human craftsmanship  \n09:00 – What makes Norma different from other ammunition makers  \n11:00 – The philosophy behind “It’s up to you”  \n13:30 – Swedish teamwork and the “hive mind” culture  \n17:00 – Hunting...","thumbnail_url":"https://img.transistorcdn.com/B8WTW1_pTQK-2h9DfU1TlgOqrgcmMPFrunfof0Y4JM8/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS83ZDM3/YzE1NjU0ZjU4YzY3/ODljOTE3YzY0ZTlj/MmVhZi5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}