Matmissionen – from idea to proven social actor
When Matmissionen was first launched in Sweden, the idea was both simple and bold: to reduce food waste by selling fully edible but for several reasons unsalable food at greatly reduced prices – and at the same time offer economically vulnerable households the opportunity to shop with dignity.
Matmissionen
- Axfood, through the grocery chain Willys, collaborates with various City Missions on the concept of Matmissionen – stores that sell surplus food at greatly reduced prices to people with low incomes.
- Purpose: Reduce food waste, provide affordable food to economically vulnerable households and offer job training.
- Status: 15 stores in operation in August 2025, including one newly opened in Örebro. The goal is 20 stores by the end of 2026.
- Effect: Reduces the amount of food wasted, strengthens social inclusion and contributes to a more sustainable consumption pattern.
The initiative started as a collaboration between grocery players and non-profit organizations, and Axfood has been a central driving force since the first stages. Through the Willys chain, the group has contributed with logistics, interior design, and volunteer efforts in the establishment of new stores.
From the first Matmissionen[i] store in Stockholm in 2015 the concept has spread to several Swedish cities. The opening in Örebro in August 2025 marks an important milestone, as the initiative is now not only a metropolitan phenomenon but also reaches medium-sized towns.
Örebro Stadsmission runs the store at Storgatan 7, with continued support from Willys both in terms of product flows and staff training.
A model that meets two societal challenges
Matmissionen responds to two simultaneous challenges: food waste and food poverty.
In Sweden, hundreds of thousands of tons of food are thrown away every year, often due to cosmetic defects, packaging damage or approaching best-before dates. By redirecting these goods to Matmissionen's shelves, resources are saved and the climate impact is reduced.
At the same time, the price levels – often 30–70% below market prices – make it possible for people in financial difficulty to have access to nutritious food.
An important part of the model is membership. In order to shop in the stores, the customer needs to meet certain criteria, such as low income or benefit dependency. This creates a target group-adapted trade that still mimics the usual store environment, which strengthens the feeling of dignity.
Social effects and work integration
In addition to the food trade itself, Matmissionen functions as a platform for work integration. People who are far from the labour market are given the chance to try out tasks in warehouses, logistics, sales and customer service.
Several have gone on to regular employment after the internship period – sometimes within the Axfood Group, sometimes with other employers.
Future prospects
The future for Matmissionen and similar initiatives looks promising but requires strategic work to reach its full potential.
New stores are planned in more medium-sized cities and regions where the need is great but the current supply is limited. Of particular interest is the establishment of mobile units – store trucks that can reach smaller towns and rural areas.
Digitalization: Through digital membership cards and an app, customers can receive information about the current range, book appointments for visits and get inspiration for cooking with what is available in the store. This can also enable better matching between product flows and demand.
Increased collaboration: More suppliers and wholesalers can be involved to broaden the range. At the same time, partnerships with municipalities and regions can strengthen the connection to social services and public health work.
Educational efforts: Matmissionen could be developed to include education in personal finance, nutrition and food waste minimization for its members, which will have a long-term effect beyond the actual store purchases.
Social benefits: In the longer term, Matmissionen's model can help change the view on food waste and increase awareness of sustainable consumption. By normalizing the trade in surplus goods, their stigma is reduced and more people can be attracted to take part in circular solutions. The concept can also inspire similar initiatives in other countries, especially where food waste and social vulnerability exist in parallel.
Sources: Axfood, Matmissionen and others.
[i] Food Mission