About Us
Champions of local food culture
What Willit is
Willit is a marketplace for local food and natural produce. We connect Finnish fishers, hunters, foragers and small farms directly with the people who value real, traceable, locally-sourced food.
Many small producers do incredible work but only reach a narrow circle of buyers today. At the same time, buyers want to know where their food comes from and pay a fair price directly to the maker. Willit is that bridge.
We build the whole path — from listing a product to payment, pickup and delivery. No middlemen, no hidden costs, no guesswork about origin.
Valokuvaaja: Sanna Kyllönen
Willit today
Rooted in the North, growing across Finland
12+
verified producers
55+
products for sale
100%
Finnish-made
We currently serve Northern Ostrobothnia, Kainuu and Lapland — more regions opening very soon.
What we're building
Willit isn't just one app — it's a full ecosystem for local food.
Marketplace
Direct sales between producers and buyers. Listings, secure online payments and a seller's own profile.
Ruokapiiri (food circles)
A digital extension of REKO rings. Local producers and buyers meet at regular events — orders are placed in advance.
Pickup stations
Temperature-controlled self-service cabinets where you can pick up your order 24/7. Scan, pay, collect — no queues.
Willit box
A curated gift or food box with products from several producers. One order, one pickup, one broad selection.
Pre-orders
Seasonal products and larger batches booked in advance — buyers reserve their share, producers know demand up front.
For businesses
B2B portal for restaurants and cafés. Standing orders, wholesale pricing and a direct line to local producers.
How Willit works
For buyers
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1
Browse products
Find fresh ingredients from your region — fish, game, berries, mushrooms, farm goods.
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2
Order and pay
Pay safely online. The seller gets a notification and prepares your order.
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3
Pick up or receive
Collect from the agreed spot or a pickup station — or have it delivered, if the seller offers it.
For producers
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1
Create a seller account
Free to register. Tell us about your products, fishing grounds or farm — build your own profile.
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2
List your products
Add photos, stock and pricing. Update availability as you catch or harvest — buyers see changes in real time.
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3
Sell and deliver
Orders come straight into the app. Arrange pickup or ship with a Shipit label. Payout lands after handover.
For restaurants & cafés
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1
Create a business account
A partner program for professional kitchens — access to wholesale pricing and a wider producer network.
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2
Order standing or one-off
Automatic weekly standing orders or ad-hoc purchases by season. One invoice, clear oversight.
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3
Serve local
Show your guests — on the plate and on the menu — exactly where the ingredients came from. They'll taste the difference.
What we believe in
Local
Food produced nearby supports the regional economy, creates work and keeps communities alive.
Fair price
The producer earns what their work is worth. Not through a chain of middlemen — directly.
Transparency
Every product has a maker and an origin. Buyers know where and when their food came from.
Sustainability
Nature's rhythm decides what's available. We don't fight that — we build on it.
Our Mission
At Willit, we believe that local food culture is worth preserving. Fishers, hunters, farms, and small producers deserve a fair marketplace - and consumers deserve access to fresh, local food.
Our Team
Risto Holappa - Founder & Software Developer
The driving force behind Willit is Risto Holappa, a software developer from Oulu. As a startup founder, Risto's daily work includes not only application development but also sales partnerships and investor relations.
Growing up in the North, the culture of fishers, hunters, farms, and small producers - its challenges and opportunities - have become familiar. Advancing the local food chain through technology is strongly connected to preserving Risto's own identity and way of life.
Sanna Kyllönen - Operative Lead
In autumn 2025, Sanna Kyllönen from Kainuu joined the Willit team as operative lead. As a versatile business developer, Sanna's role also includes strategic sparring and communications tasks.
For Sanna, nature represents the source of all well-being. In Willit, Sanna sees a unique opportunity to strengthen and cherish traditional livelihoods, thereby strengthening the conditions for life across Finland.
Aki Ilveskari – Design
Aki designed the brand and the logo.
Coming soon
A new team member is joining us soon.
Coming soon
A new team member is joining us soon.
Coming soon
A new team member is joining us soon.
The team is growing — more on this soon.
Proudly from Oulu
European Capital of Culture 2026
What our producers say
This is truly a great concept! Wonderful that there is a marketplace like this for us northern producers too.
Within Nature
It was really effortless to make a delivery – just print the shipping label and pack the products.
Anuna
Want to be part of the story?
Join Willit and be part of the local food revolution!