The investigation by TV4's "Kalla fakta" revealed that at least 23 ICA stores, including ICA Maxi Kalmar, manipulated prices during the annual food price survey by the Pensioners' National Organization (PRO).Patrick Wiberg of ICA Maxi Kalmar admitted to lowering prices for the survey and criticized its fairness, while Åsa Lindestam of PRO condemned such tactics and stated the survey would continue with adjustments to prevent manipulation.Magnus Stadig of
ICA Sweden said pricing decisions are made locally, and customer
Lars-Ivar Jönsson called the price changes unfair competition.