Valio Aimo

What Valio Aimo does

Valio Aimo is a Finnish B2B foodservice wholesaler headquartered in Helsinki, serving approximately 20,000 customers across the HoReCa, institutional food service (Ruokapalvelut), and food industry (Elintarviketeollisuus) verticals nationwide. The company was formed on January 19, 2022 from the integration of Valio Oy (a Finnish dairy cooperative owned by ~3,200 dairy farmers) and Heinon Tukku (a wholesale operator founded in 1899), and operates today as a wholly-owned subsidiary of Valio Oy. The combined business delivers over 25,000 products from approximately 700 suppliers to business customers across Finland with an average 24-hour fulfillment time, and runs two Cash & Carry stores in the Helsinki metropolitan area (Sörnäinen and Vantaa Koivuhaka).

The platform architecture comprises three primary transaction channels — Delivery Wholesale (Toimitustukku, nationwide 24-hour delivery), Cash & Carry (Pikatukku, walk-in wholesale with Click & Collect), and VALO Tilauspalvelu™, a marketplace-aggregating ordering service connecting customers to Finland's most significant food producers (Atria, Froneri Finland, HKFoods, Saarioinen, Snellman Pro, Valio). Customer relationships are unified through the Minun Aimo self-service portal, which handles wholesale card and license management, purchase reports with carbon footprint data, recipe management with margin calculation, and the A.I.mo AI assistant. Pricing is contract-based, accessible only after account approval (credit or Pay Now), with revenue generated through product transaction fees; pricing tiers are not publicly disclosed.

Revenue mechanics combine wholesale margins on Valio proprietary brands (dairy, lactose-free, Valio AURA®, Valio Koskenlaskija®, curd fillings manufactured at the Suonenjoki jam/filling factory) with third-party distribution margin across all product categories, including dairy, meat, fish, frozen, bakery, beverages, and non-food segments managed by a deep category management team. Direct rival customers include Juvenes (institutional catering, enterprise), Uudenmaan Leipä, Porokylän Leipomo, and Rouhe-restaurants, alongside a long tail of approximately 20,000 SMB and mid-market operators. The company is marketed through a content-led B2B strategy including the "Ihan Aimona" podcast, the Valio Aimo magazine, segmented newsletters, recipe databases, customer stories, and an annual sustainability review. A December 2024 data breach affecting Valio systems is under investigation with authorities.

Name

Valio Aimo

Legal name

Valio Oy

Website

https://valioaimo.fi

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

101–250 employees

Short description

Valio Aimo is a Finnish B2B foodservice wholesaler serving approximately 20,000 HoReCa, institutional catering, and food-industry customers nationwide via delivery wholesale, cash-and-carry stores, and a multi-producer ordering platform, owned by dairy cooperative Valio Oy.

Ownership category

akta.pro rank

Product category

Foodservice Wholesale

NAICS

Special Food Services (7223), Food Service Contractors (722310)

SIC

Food And Kindred Products (2000), Canned, Fruits, Veg, Preserves, Jams & Jellies (2033)

akta.pro primary industry

Broadline Foodservice Supplies Wholesale (AFAIALAA)

akta.pro secondary industries

Foodservice & Hospitality Supply Marketplaces (CRAFAHAE), Foodservice Cash-and-Carry (Restaurants/Caterers) (CRAHACAC)

Keywords

• Foodservice wholesale distribution
• B2B HoReCa supply
• Cash and carry wholesale
• Multi-producer ordering platform
• Dairy product distribution

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Delivery Wholesale: Wholesale delivery of over 25,000 products to business customers across Finland. Customers pay via invoice (credit account) or immediately via online banking, card, or mobile payment (Pay Now account). Orders placed through online store with average 24-hour delivery.
2. Cash & Carry Stores: Physical wholesale stores in Helsinki (Sörnäinen) and Vantaa (Koivuhaka) serving food and beverage industry professionals. Customers pay by card or invoice (credit account). Digital wholesale card available via Minun Aimo.
3. VALO Tilauspalvelu™: Ordering service through which customers order directly from major Finnish food producers (Atria, Froneri Finland, HKFoods, Saarioinen, Snellman Pro, Valio). Valio Aimo customers access this service with nationwide distribution. Customers receive invoices directly from the supplier.
4. Valio Proprietary Products: Valio Aimo sells Valio's own products (dairy, lactose-free products, Valio AURA®, Valio Koskenlaskija®, curd fillings, etc.) as part of the wholesale assortment. Valio is owned by Finnish dairy farmers; all operating profits are returned to Finnish milk producers.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Valio Aimo is a B2B foodservice wholesaler serving Finnish food industry professionals. It distributes over 25,000 products from approximately 700 suppliers via nationwide delivery wholesale (Toimitustukku), two Cash & Carry stores in the Helsinki metropolitan area (Pikatukku), and the VALO Tilauspalvelu ordering service aggregating major Finnish food producers. The Minun Aimo digital portal handles account management, order history, and AI-assisted customer support.

Product overview

Valio Aimo® is a foodservice wholesale and culinary partner combining Valio's manufacturing expertise with a comprehensive wholesale operation. The portfolio includes Toimitustukku (Delivery Wholesale) for nationwide delivery of 25,000+ products, Pikatukku (Cash & Carry) stores in Helsinki and Vantaa, VALO Tilauspalvelu™ for direct manufacturer ordering, and Minun Aimo as the customer self-service platform. Online stores support both delivery and cash-and-carry operations, while Tilaa & Nouda provides Click & Collect service. Own production includes branded products like Valio AURA® and Valio Curd Fillings.

Differentiator

Problem solved

Functional benefit

Brands

• Pikatukku: Cash & Carry store service serving the capital region (Helsinki and Vantaa) for food and beverage industry professionals
• Toimitustukku
• VALO Tilauspalvelu™
• Minun Aimo

Products and services

• Toimitustukku (Delivery Wholesale) Nationwide delivery wholesale service providing over 25,000 wholesale products from approximately 700 suppliers delivered directly to business locations across Finland, with an average delivery time of 24 hours. Customers order through the online store and pay via invoice (credit account) or immediately via online banking, Visa/Mastercard, or MobilePay (Pay Now account).
• Pikatukku (Cash & Carry) Cash & Carry wholesale stores serving food and beverage industry professionals in Helsinki (Sörnäinen, Vanha talvitie 2, open Mon-Fri 6-20, Sat 6-18, Sun 9-16) and Vantaa (Koivuhaka, Niittytie 12, open Mon-Fri 6-20, Sat 8-17, Sun 9-16). Customers pay by card or invoice (credit account) and need a digital wholesale card obtained via the Minun Aimo portal.
• VALO Tilauspalvelu™ Direct ordering service allowing industry professionals to order products directly from Finland's most significant food producers including Atria, Froneri Finland, HKFoods, Saarioinen, Snellman Pro, and Valio. Valio Aimo customers access VALO Tilauspalvelu with nationwide distribution via Valio Aimo's network; direct customers without Valio Aimo customership receive deliveries in the capital region only. Customers are invoiced directly by the supplier.
• Minun Aimo (My Aimo) Self-Service Portal Customer self-service portal accessible via web providing account management, wholesale card management, alcohol/tobacco licenses, view purchase reports and carbon footprints, share recipes, calculate margins, contact customer service, and access the A.I.mo AI assistant. Same login as the delivery wholesale online store.
• Tilaa & Nouda (Click & Collect) Pre-order online and collect from designated pickup lockers at Helsinki Sörnäinen Cash & Carry. Cold, frozen, and room-temperature products can be ordered with pickup slots throughout the day.
• Valio AURA® and Valio Proprietary Brand Portfolio Valio's award-winning proprietary brands sold through the wholesale assortment, including Valio AURA® (R&D-driven brand), Valio Koskenlaskija® (cheese spread dating to the 1930s), Valiojogurtti®, Valio Oltermanni® (cheese, introduced 1980s), HYLA® (lactose-free pioneer, introduced 2001), and ValSa® (patented milk salt technology for lower-salt products).
• Valio Curd Fillings Lactose-free and egg-free curd filling product family including lemon, butter, salty caramel, berry, cinnamon, cardamom, and fruity flavors, manufactured at the Suonenjoki plant. Used by bakeries (e.g., Porokylän Leipomo in sweet pastries, muffins and rye-based products) with custom filling development available.

Quantifiable outcome

• 88% of customers find ordering through Valio Aimo channels easy (Taloustutkimus autumn 2025, n=141)
• +6 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability2 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core.

• Ruokapalvelupooli (Food Service Pool)coreStrategic or Co-development PartnerValio Aimo is a partner of the Ruokapalvelupooli (Food Service Pool), whose home organization is MaRa (Matkailu- ja Ravintolapalvelut MaRa). The pool supports food service operators' cooperation in security of supply and promotes sector and site-specific operational preparedness. Valio Aimo is considered an important partner because ensuring food availability is the foundation of food services. The pool was established in January 2024.
• AtriacoreChannel Partner/ Reseller/ DistributorAtria is one of the major Finnish food producers whose products are available through the VALO Tilauspalvelu ordering platform. Valio Aimo customers can order Atria products alongside products from other major Finnish food producers through the single VALO platform.
• Froneri FinlandcoreChannel Partner/ Reseller/ DistributorFroneri Finland is one of the major Finnish food producers whose products are available through the VALO Tilauspalvelu ordering platform. Valio Aimo customers can order Froneri Finland products through the single platform.
• HKFoodscoreChannel Partner/ Reseller/ DistributorHKFoods is one of the major Finnish food producers whose products are available through the VALO Tilauspalvelu ordering platform.
• SaarioinencoreChannel Partner/ Reseller/ DistributorSaarioinen is one of the major Finnish food producers whose products are available through the VALO Tilauspalvelu ordering platform.
• Snellman ProcoreChannel Partner/ Reseller/ DistributorSnellman Pro is one of the major Finnish food producers whose products are available through the VALO Tilauspalvelu ordering platform.
• Heinon TukkucoreStrategic or Co-development PartnerHeinon Tukku was acquired by Valio on 30 June 2021 (FCCA approved). The acquisition led to the formation of Valio Aimo® on 19 January 2022. Heinon Tukku's history dates to 1899 when Fritjof Heino began wholesale operations at Helsinki Market Square. The combination brought together wholesale distribution expertise with Valio's manufacturing and R&D capabilities.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Performance Food Group: Performance Food Group is a major US foodservice distributor operating broadline and specialty networks serving restaurants, convenience and hospitality. Comparable in combining broadline distribution scale with foodservice customer-centric product range to Valio Aimo.
• US Foods: US Foods is one of the largest foodservice distributors in the United States, serving independent restaurants, healthcare and hospitality with broadline procurement and digital ordering tools. Comparable broadline product range, multi-channel distribution and HoReCa customer base as Valio Aimo.
• Bidfood: Bidfood is a leading UK and European foodservice distributor serving caterers, hospitality and care operators through depot-based broadline distribution and digital ordering. Comparable delivery wholesale model and HoReCa target market to Valio Aimo.
• Metro AG (METRO/Makro): METRO is a leading international foodservice distribution and cash-and-carry group operating across Europe and Asia. Comparable to Valio Aimo in combining broadline foodservice wholesale with multi-country cash-and-carry physical stores and B2B digital ordering, though at significantly larger scale and geographic reach.
• Gordon Food Service: Gordon Food Service is a family-led broadline foodservice distributor operating primarily in North America with a strong focus on customer relationships and sustainability. Comparable to Valio Aimo in serving HoReCa customers across broad product categories with emphasis on service quality and brand values.
• Sysco Corporation: Sysco is the largest broadline foodservice distributor in North America, supplying restaurants, healthcare and hospitality operators with a multi-category product range. Comparable to Valio Aimo's delivery wholesale model and HoReCa target segments, though at vastly greater geographic scale.

Regional players

• Brakes Group: Brakes Group is a leading UK-focused foodservice distributor serving catering, hospitality and public-sector customers through broadline depots. Comparable business model and customer focus to Valio Aimo, though concentrated in UK/Ireland rather than Finland.

Direct peers

• Kespro (Kesko): Kespro is Kesko Corporation's foodservice wholesale arm operating in Finland. It directly competes with Valio Aimo across HoReCa, institutional food service, and bakeries, offering delivery wholesale and broadline product range to Finnish food industry professionals. The two are the most direct Finnish-headquartered foodservice wholesaler peers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/valioaimo
• LinkedInlinkedin.com/company/valio-aimo

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Valio Aimo