The Silvercore Podcast with Travis Bader
Travis Bader
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Ep. 170: Inside the Norma Factory: How Swedish Precision Builds the World’s Most Trusted Ammunition
He’s the storyteller behind one of the most respected names in ammunition.Jonas 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. From 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. This 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. Follow Norma Ammo- https://www.norma-ammunition.com/ Instagram - https://www.instagram.com/normaammo Facebook - https://www.facebook.com/normaammo/ Youtube - https://www.youtube.com/channel/UC6ArzX0LPgGfkmdmZyVJZoQ Factory Tour - https://www.youtube.com/watch?v=jRRrf67XT7M GET 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. Silvercore Club Promotion and Giveaways - Stoeger Canada 40% off clothing, 20% everything else and free shipping on orders over $150 (unit October 14 2025) - https://www.stoegercanada.ca/ Nanuk Cases - 30% off all cases Armament 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 Timestamps: 00:00 – Intro & Silvercore Club discounts 02:00 – Welcome Jonas Hellentin: carrying Norma’s legacy forward 04:00 – Travis’ visit to the Norma factory in Sweden 07:00 – Inside the factory: automation meets human craftsmanship 09:00 – What makes Norma different from other ammunition makers 11:00 – The philosophy behind “It’s up to you” 13:30 – Swedish teamwork and the “hive mind” culture 17:00 – Hunting traditions: inclusivity and heritage in Sweden 21:00 – The origins of Norma Ammunition – from Norway to Sweden 27:00 – Multi-generational craftsmanship and pride in the factory 31:00 – From brass cup to finished cartridge: how ammo is made 34:00 – The overlooked secrets of ammunition accuracy 40:00 – Human error and humility in shooting 43:00 – Norma’s innovation in bonding technology 48:00 – The story behind Norma’s eco-friendly packaging 51:00 – Social media restrictions and reframing the outdoor message 55:00 – Education through Norma Academy and building trust 59:00 – The importance of unity in the hunting and shooting community 1:03:00 – Hunters as stewards of nature 1:05:00 – Testing and the science of ballistic gel 1:09:00 – Eureka moments and lessons learned in R&D 1:11:00 – Deciding which new calibers to develop 1:12:00 – The lead ban and its ethical implications 1:18:00 – The future of hunting and responsible innovation 1:20:00 – Closing thoughts and Norma Academy links
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