Axfood’s purpose – Better quality of life for everyone – is about Axfood’s opportunities to improve people’s quality of life. As a major player in the food retail industry, we can significantly change the role of food for everyone we impact through the Group’s different concepts, operations and brands. Coupled with four objectives for 2030, the purpose is to describe what Axfood represents and clarify the path forward.
Photo: Johan Strindberg
Axfood’s purpose – Better quality of life for everyone – is about Axfood’s opportunities to improve people’s quality of life. As a major player in the food retail industry, we can significantly change the role of food for everyone we impact through the Group’s different concepts, operations and brands. Coupled with four objectives for 2030, the purpose is to describe what Axfood represents and clarify the path forward.
A lot has happened in the Axfood Group in the past few years: new companies and operations, an accelerated digitalisation journey and increased pressure on innovation and IT. At the same time, there has been a need to clarify Axfood’s brand even more and set the company’s direction for the future.
Four objectives
Coupled with four objectives for 2030, Axfood’s new purpose – Better quality of life for everyone – is to describe what Axfood represents while also adopting a long-term perspective that clearly states where the Group should be in the future. A film is now being launched about the purpose that aims to show the presence of Axfood Group’s various operations in people’s lives.
The purpose demonstrates Axfood’s ability to improve people’s quality of life. As a major player in the food retail industry, Axfood can significantly change the role of food for everyone impacted by the Group’s different concepts, operations and brands. Through food, Axfood can increase enjoyment, reduce stress and help people make better choices, both for current and future generations.
Our definition of better quality of life
We believe that every one of the 4.5 million customers we meet each week has their own definition of what we call better quality of life. Through Axfood’s Group structure of distinctive concepts, we can address customers’ different definitions of what better quality of life represents for them. Whether they are looking for low prices, affordable delicacies, time-saving solutions, convenient online shopping or a welcoming store and restaurant environment.
Objectives that set the direction
We describe what we do and the direction we are headed in with four objectives linked to our purpose. We are working together to significantly change the role of food for everyone we impact through our different concepts and brands.
- Better quality of life for everyone means that we are to improve the quality of life for everyone we meet, regardless of who and where. We will grow by investing in the opportunities presented by people’s increasingly different needs, meeting these needs with our distinctive concepts. Objective: By 2030, we will be Sweden’s most inclusive food company
- Better quality of life for everyone also concerns leaving a prosperous and sustainable word behind us for future generations. We will challenge and lead the way when it comes to reducing the environmental impact of food in the value chain that we are part of. Objective: By 2030, we will be the strongest driving force for sustainable food in Sweden
- Better quality of life for everyone means that we must ensure that the food we eat improves our lives and does not make us sick. We will contribute to better public health and good food habits for everyone by increasing knowledge and facilitating healthy choices. Objective: By 2030, we will have created a healthier Sweden
- Better quality of life for everyone means that we are to enhance and improve the quality of life connected to food. We will challenge ingrained habits through innovative, efficient solutions that create value for us and the world around us. Objective: By 2030, we will be a leader in the development of the simplest and best food experiences
The purpose and objectives will be taken into account in Axfood’s overall business strategy.
