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About XLFOOD

The Food Wholesaler with a Heart in Karlstad

Since our start, we have been driven by a simple idea: quality food at fair prices, with personal service that makes a difference.

Our Mission

To offer the best combination of quality, price, and service in Värmland. We want to make quality food accessible to everyone — whether you run a restaurant or shop for the family.

Our Vision

To become the obvious choice for everyone who cares about what they eat and what they pay. We want to be the food wholesaler that sets a new standard for service in the industry.

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Products in our range

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Satisfied customers

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Suppliers

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Days of dedication per year

Our Values

What guides everything we do — from purchasing to customer meetings.

Passion

We are passionate about food and giving our customers the best possible experience.

Honesty

Transparent prices, no hidden fees. What you see is what you pay.

Community

We are part of Karlstad and support the local community — from farmers to small businesses.

Sustainability

We actively work against food waste and choose suppliers who think about the future.

Our Journey

2010

The dream is born

The idea of a food wholesaler for everyone emerges. The founders see an opportunity to give the people of Karlstad access to wholesale prices without corporate requirements.

2012

The doors open

XLFOOD opens its doors at Traktorgatan 5. With a small but carefully selected range, we welcome our first customers.

2016

The range grows

We surpass 1000 products in our assortment and establish partnerships with over 30 suppliers. Our customer base triples.

2020

Digital expansion

We launch our webshop so customers can easily view our range and prices online. New delivery options are introduced.

2024

Stronger than ever

With over 3500 products, 850+ satisfied customers, and a newly updated digital platform, we continue to grow — always with the same focus on service.

The Team

The people who make XLFOOD what it is — every day.

AH

Ahmed Hassan

Founder & CEO

The visionary behind XLFOOD with a passion for good food and fair prices. Has 20+ years of industry experience.

ML

Marcus Lindqvist

Purchasing Manager

Responsible for assortment and supplier relations. Ensures we always have the best selection.

FA

Fatima Ali

Customer Manager

The face towards our customers and the heart of our service. Ensures everyone leaves the store with a smile.

Become parts of the XLFOOD family

Create a free account today and discover wholesale prices, promotions, and service that puts you in focus.