Matmissionen

What Matmissionen does

Matmissionen is a Swedish non-profit social grocery store chain founded in 2015 by Stockholms Stadsmission, operating as a charitable enterprise under Sweden's Stadsmissioner network. It sells donated surplus food and grocery products — sourced from approximately 60 companies across the Swedish daily-goods industry — at roughly one-third of regular retail prices to economically vulnerable members who qualify under Försäkringskassans garantinivå (social welfare thresholds). Members access the service through a free membership model with a 400 SEK weekly spending cap and shop in person at 19 physical stores across 12 Swedish cities (Stockholm, Skåne, Östergötland, Västra Götaland, Umeå, Örebro, Karlskoga, Uppsala), supported by three central warehouses in Kungsängen, Lomma, and Mölndal.

The core product is the social grocery store experience itself, underpinned by a proprietary mobile application (Matmissionen App, available on iOS and Android) that handles membership applications, shopping-time booking, weekly balance tracking, and digital membership cards. Operations rely on a logistics platform capable of receiving and redistributing fresh, frozen, and dry goods, with fresh produce turned over within 24 hours. A food donation service provides grocery suppliers a structured channel to offload surplus inventory that would otherwise incur destruction costs.

The business model is a non-profit transaction-fee construct: product is donated at zero or near-zero cost, sold to members at approximately one-third of retail to cover operating costs, fund expansion, and finance ancillary services including work-training programs for people distant from the labor market. Revenue from sales supports operations; the enterprise reports social impact metrics (180M SEK in member savings, 225M SEK total social/socio-economic/ecological value created in 2023) rather than commercial revenue. Distribution is exclusively physical retail and direct delivery to social enterprises and shelters — there is no e-commerce or individual delivery. Customer segments bifurcate into the demand side (low-income individuals and families in Sweden) and the supply side (grocery retailers, suppliers, and manufacturers seeking ESG-aligned waste-reduction outlets), with a formal industry-wide partnership established in 2022 with Svensk Dagligvaruhandel and Dagligvaruleverantörerna (DLF).

Name

Matmissionen

Legal name

Matmissionen

Website

https://matmissionen.se

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Matmissionen is a Swedish non-profit founded in 2015 by Stockholms Stadsmission, operating 19 social grocery stores across 12 cities that sell donated surplus food at approximately one-third of retail prices to 25,000+ economically vulnerable members, combining food waste reduction, poverty alleviation, and work training.

Ownership category

akta.pro rank

Product category

Social Grocery Stores

NAICS

Community Food Services (62421), Food and Beverage Retailers (445)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Buying Clubs & Community Bulk Purchasing Co-ops (CRAHALAE)

akta.pro secondary industries

Member-Owned Food Cooperatives (CRAHALAA), Bulk Liquidation, Returns & Overstock Recommerce Marketplaces (CRAFAGAO)

Keywords

• Social grocery stores
• Food waste reduction
• Surplus food redistribution
• Charitable food retail
• Affordable food access

Headquarters

HQ city

Kungsängen

HQ country

Sweden

HQ region

Europe

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales of Donated Products: Matmissionen sells donated products at approximately one-third of regular retail prices to members. The non-profit economic model aims to cover costs, fund continued expansion, and finance comprehensive services including work training. Products are donated from grocery industry suppliers and retailers, and revenue from sales supports operations.

Pricing tiers

Distribution channels2 records

Marketing channels4 records

Core offering

Matmissionen operates a chain of social grocery stores that rescue donated surplus food products from the Swedish grocery industry and resell them at approximately one-third of regular retail prices to economically vulnerable members. Members apply via app or in-person, book shopping times through the Matmissionen mobile application, and purchase fresh, frozen, and dry goods at physical storefronts across Sweden. The organization also redistributes food directly to social enterprises serving vulnerable populations.

Product overview

Matmissionen is a chain of social grocery stores founded by Stockholms Stadsmission, operating a network of approximately 19 stores across Sweden where members purchase rescued, donated food products at approximately one-third of regular retail prices. The offering consists of the core social grocery store operation, supported by the Matmissionen mobile app (available for iOS and Android) which enables members to manage bookings, track purchase balances, and access digital membership cards. Additionally, a food donation service allows businesses in the grocery industry to contribute surplus products, completing the circular model of rescuing food from waste and redistributing it to those in economic vulnerability.

Differentiator

Problem solved

Functional benefit

Products and services

• Matmissionen Social Grocery Stores A chain of physical social grocery stores selling donated surplus food products at approximately one-third of regular retail prices to economically vulnerable members who qualify based on income level. Members shop in person across 19 stores in 12 Swedish cities including Stockholm, Malmö, Helsingborg, Linköping, Umeå, Örebro, Uppsala, and others, with most stores requiring advance time booking via the mobile app.
• Food Donation Service A partnership service for businesses in the Swedish grocery industry (retailers, suppliers, manufacturers) to donate surplus food products to Matmissionen, reducing their waste disposal costs and supporting their sustainability and ESG reporting objectives. Donated products are capable of covering all categories including fresh, frozen, and dry goods, with logistics infrastructure that can turn over fresh produce within 24 hours.

Quantifiable outcome

• Members save approximately 180 million SEK annually (2023 data)
• +5 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered flagship, minor and core.

• Di Luca & Di LucaflagshipGTM or Marketing Partner · 27 October 2025Awarded 'Partner of the Year 2025' for wholehearted commitment and ambition to do more within their own operations while inspiring others in the industry in the fight against food waste.
• Unilever SverigeflagshipGTM or Marketing Partner · 9 October 2024Awarded 'Partner of the Year 2024' for demonstrating great interest and commitment to expanded collaboration, making investments to ensure surplus products go to donation.
• ValiominorGTM or Marketing Partner · 1 January 2024Finnish dairy company that donated 9.5 tons of food to social grocery stores during December 2024, reducing their food waste by 15 tons (97% reduction in destruction costs).
• Svensk DagligvaruhandelcoreStrategic or Co-development Partner · 1 January 2022Industry association for Swedish grocery retail providing sector-wide collaboration since 2022, enabling the supply of donated products from the entire daily goods industry.
• Dagligvaruleverantörerna (DLF)coreStrategic or Co-development Partner · 1 January 2022Trade association for Swedish grocery suppliers partnering with Matmissionen since 2022 to facilitate donations and reduce food waste across the supply chain.
• Stockholms StadsmissioncoreStrategic or Co-development Partner · 1 January 2015Founder of Matmissionen in 2015. Stockholms Stadsmission developed the concept and continues to support and operate the organization.
• DLF (Förbundet Dagligvaruleverantörerna)coreStrategic or Co-development PartnerDLF's collaboration with Matmissionen aligns with their mission to create conditions for a sustainable grocery industry. Reducing waste is a high priority for members, and the partnership creates additional outlets contributing to reduced waste while combating food poverty.

Scale indicators9 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• FareShare: UK food redistribution charity that rescues surplus food from the food industry and redistributes it to charities and community groups. Mirrors Matmissionen's food waste reduction and social mission, with a similar donation-driven model and industry partnerships, though FareShare operates B2B (to charities) rather than direct-to-consumer.
• FoodCloud: Irish food redistribution charity that connects surplus food from retailers to charities and community groups. Highly comparable to Matmissionen as a non-profit food surplus operator with a tech-enabled matching platform, though FoodCloud's model prioritizes business-to-charity redistribution rather than direct-to-consumer social grocery stores.
• Too Good To Go: Danish-origin marketplace app that sells surplus food from restaurants, bakeries, and grocery retailers at discounted prices to consumers. Comparable to Matmissionen's food surplus redistribution model, though Too Good To Go operates as a for-profit B2C marketplace rather than a non-profit membership-based grocery store.

Others

• Stockholms Stadsmission: Parent organization of Matmissionen and one of Sweden's largest social welfare NGOs. Operating under the Stadsmissioner network, it provides the governance, mission framework, and shared infrastructure that enables Matmissionen's operations.

Broad incumbents

• City Harvest (New York): Major US food rescue organization that collects surplus food and distributes it to people in need. Comparable mission to Matmissionen with a larger established scale, though operates in a different geography and uses a wholesale-to-charity distribution model.

Regional players

• Wiener Tafel: Austrian food bank that collects surplus food from retailers and distributes it to social institutions and people in need. Closely comparable to Matmissionen's retail-store-based surplus redistribution model, serving a different (Austrian) geography.
• Matsentralen (Norway): Norwegian food redistribution network operated by the country's food banks and municipal NGOs. Mirrors Matmissionen's Matcentralen warehouse-and-distribution model (Lomma, Mölndal) and serves a Nordic neighboring market with similar food waste and poverty challenges.
• Die Tafeln (Tafel Deutschland): Germany's largest food bank network, redistributing surplus food to people in need through 960+ local Tafel stores. Shares the social grocery concept with Matmissionen, though operates in a different market with a volunteer-driven, broader European platform structure.
• Stiftelsen Stockholm Food City: Sweden-based food rescue initiative and digital platform connecting surplus food from businesses to consumers and charities. Operates in the same Swedish market with comparable mission, though more recent and smaller scale than Matmissionen.

Emerging players

• Olio: UK-based food sharing app enabling neighbors and businesses to share surplus food. Partial overlap with Matmissionen's food waste mission, with a more consumer-to-consumer mobile-first approach rather than a retail store model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/matmissionen

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Matmissionen