The Cartel team is delighted to add Fara products to its range. The Norwegian bicycle manufacturer offers bikes that, in keeping with the Scandinavian spirit, combine design and function to create exceptional adventure tools.
Its president and co-founder, Jeff Webb, kindly agreed to answer our questions to give us a better understanding of the spirit behind the company and the nature of the bikes it offers.
What is the story behind the name Fara?
"Fara" is a Viking term meaning "to travel" or "to venture." When deciding on a name for the company, we went through an extensive list of names in English, Norwegian, Italian, and French, but nothing really sparked our interest. When we finally came across Fara, everything fell into place. We couldn't have found a better name for a Norwegian bicycle brand.
How would you describe Fara's philosophy and the principles that drive you?
Wow, I could talk about this for hours... But basically, it all comes down to our Norwegian heritage. Scandinavian minimalism, which is often mentioned in design, actually stems from a mindset and culture that values simplicity and functionality. So our bikes are efficient and simple. Since we live in a sometimes hostile environment, where we regularly have to deal with snow, rain, and slush, our products are made to withstand the elements and last despite being subjected to the rigors of our climate. Our customers are generally heavy riders and get their money's worth. Finally, our atypical business model allows us to offer very high quality at a more affordable price.
What is Fara's story? How did it all begin and evolve?
I grew up in Huntsville, Ontario. I competed at the provincial level, then nationally, and finally in Europe, where I never left. When I decided to launch Fara, I was working for a large company. I was seriously questioning the connection between the product, i.e., the company, and the customers. I wanted to offer them a product that reflected my commitment to quality rather than generating huge sales figures. However, even though many major companies claim that the consumer is at the heart of their concerns, this is simply not possible when a company is this size. Everything becomes more complex. Each intermediary adds distance between the buyer and the brand.
At Fara, we want the customer experience to be exactly what we would want when we buy a bike. That's where it all starts.
We started out with very limited resources, and although we are still a small company, we feel that we are gaining serious momentum because cyclists like the way we do things.