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OUR VISION
We will hold a leading position in our markets and our companies will be at the forefront of developments within their industries. Through our businesses, we aim to be a positive force for change in the communities of which we are a part.

OUR MISSION
We will successfully build and develop profitable businesses within trade and services. We create the conditions for people and businesses to grow.

OUR STRATEGY
We create profitable, long-term growth through development and innovation. In ten years, 50 percent of Axel Johnson’s sales will derive from activities that currently do not form part of our business.

OUR VALUES
We put the customer first.
We build and develop sustainable businesses.
We test new ideas and are willing to change.
We give freedom and responsibility to our employees.