“Our goal is to be the number one choice for a customer when it comes to purchasing food, which means that we have to provide them with a different experience.” - Erik Svedmarkt, store manager at Maxi ICA Stormarknad Universitetet. Fondly known as the mecca of food in Örebro, Maxi ICA Stormarknad Universitetet’s mission is to provide an easier and better everyday life for their customers.