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Reference group for Validoos services
Reference group for Validoo MediaStore
Reference group for Validoo Item och Q-lab
Reference group for Foodservice
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The development and improvement of Validoo’s services are conducted together with participants in Validoo’s reference groups, with all customer groups in mind. The reference groups are open to all Validoo customers and the collaboration allows companies to influence standards, regulations, processes and services.

The reference groups assignment

  • Influence standards, regulations and processes in Validoo’s services
  • Ensure that the offered services meet customer needs
  • Make decisions to recommend application of standards in Sweden
  • Provide comments and guidance to Validoo regarding the need for new or changed services
  • Ensure that Validoo’s range comply with Swedish and international regulations / legislation

General principles for the groups

  • Balance between suppliers and recipients
  • Reference groups give guidance. Decisions on service range are made by Validoo
  • The reference group is managed by personnel from Validoo
  • Meeting notes are distributed to the participants in the reference groupBalans mellan leverantörer och mottagare

question_answerRules for cooporation

Request for change

If you are in a reference group you can suggest improvements in Validoo’s services. Fill out the form to propose an amendment:

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Reference group for Validoo services

General information

Purpose: The overall reference group provides feedback and guidance to ensure that the range and functionality of Validoo’s services meet customer needs and create business benefits in the industry.

Target group: People from supplier and recipient companies with a good understanding of the business and its needs, primarily regarding trade item information, food information, product images and data quality.

Next meeting:

  • 15 May

Contact person: emailMalin Gustavsson

Participating companies: Apotea (Sofia Modig), Apoteket (Christina Mäkelä, Hanna Lindstrand, Johan Wallstedt), Apoteket Hjärtat (Florian Schmid), Apoteksgruppen (Pernilla Jansson), Arla Foods (Eva Gårdby, Catarina Molin Österlund), Atria (Karina Danielsson, Patrik Larsson, Stina Leire), Axfood (Annika Åberg , Jonas Elander), Bambino Mam (Johan Vallin), Beiersdorf (Jasminka Sabanovic, Lena Fihn Regner, Yvonne Johansson) Bergendahls (Annika Karlsson, Mats Carlsson), Carlsberg (Linn Gezelius, Ulf Bengtsson), Cederroth (Boson Johnsen), ClearON (Carina Starck, Roger Fivelstedt), Coca Cola (Åsa Englund), Convini (Nicklas Enqvist), Coop (Andrea Linander, Ralf Lind, Linn Hellgren), Drinks Logistics Partner (Jimmy Hemmingsson, Shahryar Bakhtiari Duni), Essity (Jonas Åkermark), Estrella (Åsa Andersson), Findity (Jens Joffer), Findus (Agneta Isakovic, Ingela Merlöv), First Class Beverages of Sweden (Max Nilsson), GlaxoSmithKline (Veronica E Brofjorden), HK Scan (Maria Jansson), ICA (Anette X Andersson, Cecilia Tjeder, Christer Zaar, Johanna Stubbans, Martin Hörberg, Sofia Widén, Sylvia Rubio Alegren, Ylva Heivert, Peter H Johansson), Kavli (Stefan Johansson), Kiviks Musteri (Gunilla Svensson), Konsum Värmland, Annika Bergsten, Lise-Lotte Nilsson, Thomas Berglund) Kung Markatta (Kristina Olson Wikström), Kuponginlösen (Roger Fivelstedt, Åke Wennlund), Lantmännen Cerialia (Leif G Johansson),  Life Europé (Jonas Borgardt), Life Logistics (Lisa Jägermo),  Linas matkasse (Eric Krona), Löfbergs (Anna Söderlund, Linda Florén), Martin & Servera (Peter B Samuelsson, Thomas Huldin, Jörgen Forsman, Liselotte Brinck, Camilla Björklund, Michael Holstein), Mathem (Jesper Gothe), Matpriskollen (Ulf Mazur), Melitta (Magnus Persson), Menigo (Güler Akalinli, Paula Sterner, Thomas Karlsson, Carina Bergflod), Metsä Tissue (Kjell-Åke Nilsson),  Mondelez (Daniel Wallin, Mia Hallberg, T Gustavsson, Desirée Högsäter),  Mårdskog & Lindkvist (Andreas Mårdskog), Netto (Fredrik Bohlin), Oriola (Lena Ehinger Ek , Larsson Hillevi), Orkla (Boson Johnson), Orklafoods (Tina Wikstrom), P&G (Annsofi Hjertström , Edith Nordin, Jessica Wang, Johanna Sjöberg , Claesson, Madeleine), Qund.Se (David Sjöborg),  SCA (Josefin Hugosson , Josefin Nordgren),  Statoil (Carl-Henrik Persson), Svensk Cater (Carina Fonrell, Kenneth Johansson), Systembolaget (Fredrik Holmström),  Unilever (Carl Ahlinder , Christina Thunes, Sirpa Rodriguez)


Reference group Validoo MediaStore

Purpose: Provide feedback and guidance on current product information and product images as well as the rules and guidelines that apply in the Validoo MediaStore service with the purpose of ensuring the industry’s requirements on image quality.

Target group: People with a good understanding of the business and business needs regarding images and image quality and with a deep knowledge of images. Participating companies must be customers of Validoo MediaStore.

Next meeting:

  • 19 March

Contact person: emailMischa Danofsky

Participating companies: Arla Foods (Catarina Molin Österlund) Axfood (Michael Johansson, Jonas Elander, Ulf Renée), Beiersdorf (Lena Fihn Regner, Margaretha Frey, Magnus Fensby, Anna Lippens), Bergendahls (Mari Olsson), Carlsberg (Linn Gezelius), Cloetta (Niklas Rantzow) Coop (Linn Hellgren, Cecilia Sonesson, Martina Ankarfyr, Nadja Dahlgren, Victoria Blomberg), Dagab Sortiment & Inköp (Edith Börjesson), Di Luca (Caiza Olsson, Eva Junevad), Essity (Jonas Åkermark), Estrella (Åsa Andersson), GlaxoSmithKline (Veronica E Brofjorden), ICA (Peter H Johansson, John Ahlquist), Kavli (Camilla Granhällen), Martin & Servera (Michael Holstein), Mathem (Andrea Klintbjer, Andreas Engvall), Menigo (Carina Bergflod), Metsä Tissue (Gustaf Henryson), Mondelez (Desirée Högsäter, Therese Åbb. Christin Svensson, Celina Bellini), Orkla (Karin Kihlgren), Orklafoods (Tina Wikstrom), P&G (Madeleine Claesson, Jessica Hedin), Valio (Piere Nordin), (Louise Folin)


Reference group for Validoo Item & Q-lab

Product information and data quality

Purpose: This groups assignment is to provide Validoo with feedback and guidance regarding regulations and functionality within the Validoo Q-Lab and Validoo Item Services.

Target group: People with a good understanding of business and business needs regarding trade item information, food information and data quality.

Next meeting:

  • 4 June
  • 24 September
  • 19 November

Contact person: emailMalin Roth

Participating companies: Apoteket Hjärtat (Louise Blumenthal), Arla Foods (Malin Lindström, Stefan Delleskog, Linnéa Fredriksson), Atria (Karina Danielsson), Axfood (Susanne Feldin Lindén, Jonas Elander), Beiersdorf (Jasminka Sabanovic, Yvonne Johansson), Carlsberg (Ulf Bengtsson), Coca-Cola (Linda Cederlöf, Thomas G Riihimäki), Coop (Ralf Lind), HK Scan (Martin Dimow), ICA (Martin Hörberg), Kavli (Stefan Johansson), L’Oreal (Terese Jakobsson), McNeil (Maria Vainionpää), Midsona (Lissette Magnusson), Mondelez (Desirée Högsäter, Christin Svensson), Nestlé (Elin Bolmgren), Nybergs Bageri (Raoul Lagerström), Oriola (Lena Ehinger Ek, Hillevi Larsson), Orklafoods (Linda Hansson), P&G (Annsofi Hjertström, Maarit Aaltonen Åkerlund), Santa Maria (Mattias Andersson, Oskar Långelid, Linn Bladlund), Unilever (Sirpa Rodriguez)


Referensgrupp för Foodservice

Purpose: The group provides Validoo with feedback and guidance regarding the need for specific customizations for Foodservice in the range of Validoo’s services.

Target group: People with a good understanding of the business needs regarding trade item information, food information and product images within Foodservice. Participating companies must be Validoo customers.

Contact person: emailMischa Danofsky

Participating companies: Atria (Karina Danielsson, Patrik Larsson), Axfood (Henrik Ströberg), Beiersdorf (Jasminka Sabanovic), DLF (Mathias Dittrich), Findus (Ingela Merlöv), HK Scan (Anna Tellinger), ICA (Erika Vass Johnsson), Kavli (Stefan Johansson), Kiviksmusteri (Gunilla Svensson), Löfbergs (Linda Floren), Martin & Servera (Thomas Huldin), Menigo (Güler Akalinli, Paula Sterner), Mondelez (Britta Pettersson), Mårdskog & Lindkvist (Andreas Mårdskog, Magnus Palm), P&G (Jessica Wang), Santa Maria (Linn Bladlund), Svensk Cater (Carina Fonrell), Unilever (Camilla Kindmo)

Next meeting: TBD

GS1 user group for trade item information maintain the Swedish description of electronic basic information about trade items (product certificate) based on GS1’s global standard for trade item information and food information. The group also handles trade item information for procurement criteria.