About this episode
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/normaammoFacebook - https://www.facebook.com/normaammo/Youtube - https://www.youtube.com/channel/UC6ArzX0LPgGfkmdmZyVJZoQFactory 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 casesArmament 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-sightTimestamps: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
