About Us
We make finding and selling local, natural produce easy and profitable – for everyone who wants more natural produce straight from the wild
What Willit is
Willit makes finding and selling wild and natural produce easy and profitable. We serve everyone who wants more natural produce straight from the wild: we connect Finnish fishers, hunters, foragers and small farms directly with the homes, restaurants and professional kitchens who value real, traceable, wild-sourced produce.
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 — and it gets better with every order at helping producers and buyers find each other.
We build the whole path — from listing a product to payment, pickup and delivery. A fair price, no hidden costs, no guesswork about origin.
Our mission
We offer the Nordic wild catch — fish, game, mushrooms, berries and herbs — pristine ingredients for everyone who wants more natural produce straight from the wild: homes, restaurants, caterers and businesses.
We bring together the scattered, seasonal wild produce of foragers and small producers and make sure homes, restaurants, caterers and businesses — at home and abroad — reliably get the Finnish ingredients they order, fully traceable, and for businesses on a single invoice. Intelligent coordination handles the sourcing for you.
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 - Communications Lead
Communications
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.
The team is growing — more on this soon.
What our producers say
This is a truly great concept! Wonderful that there's a marketplace like this for us northern producers too.
Within Nature
It was really effortless to make a delivery — I just printed the parcel label and packed the products.
Anuna
Valokuvaaja: Sanna Kyllönen
Willit today
Rooted in the North, growing across Finland
We connect producers of wild and natural produce directly with buyers — homes, restaurants and professional kitchens. No middlemen.
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 whole network around local food.
Marketplace
Direct sales between producers and buyers. Listings, pre-orders and a seller's own profile — the buyer pays the producer directly.
Pickup stations
Temperature-controlled self-service pickup points (kontit) where the buyer collects their order with a pickup code 24/7. For producers the kontti is also storage and a popup sales spot — rent a sales spot even for a day. The pilot starts in Oulu in August 2026 (willit24.com).
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.
Valokuvaaja: Iina Tauriainen
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
Place your order online. You pay the producer at pickup — some sellers also offer online payment.
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3
Pick up or receive
Collect it from a pickup point (kontti) — or have it delivered by our logistics partner.
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. Drop off at a pickup point (kontti) or hand over to our logistics partner. The buyer pays you directly.
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 — paid directly, at a fair price.
Transparency
Every product has a maker and an origin. Buyers know where and when their food came from.
Traceability
Nature's rhythm decides what's available. We don't fight that — we build on it.
Our Mission
Nature's harvest and local produce — fish, game, berries, mushrooms, wild herbs and small-farm products — deserve their own marketplace. Fishers, hunters, foragers and small farms deserve a fair place to trade, and buyers deserve access to real, traceable food, direct from the source.
Ylpeydellä Oulusta
European Capital of Culture 2026
Frequently asked questions about Willit
What is Willit?
Willit is a Finnish marketplace for wild, natural and local produce. Fishers, hunters, foragers and small farms sell directly to homes, restaurants and professional kitchens.
Who can sell on Willit?
Commercial fishers, hunters, foragers, small farms and small-scale processors. The first month is free, and the seller sets their own price.
How do I know where the food comes from?
Every batch carries the producer's name, the picking or catch location and the date. The same details appear on the product page and on a business customer's invoice lines.
Does Willit serve restaurants and professional kitchens?
Yes. Business customers order on invoice, prices are VAT 0 %, and batch details come with the order. Start from the Yrityksille page.
What does Willit cost?
Nothing for the buyer. Sellers get the first month free and there is no commission — the buyer pays the producer directly. After that a tier starts at €19/month, a popup sales day is €15/day.
Where does Willit operate?
Across Finland online. The pickup containers open first in Oulu.
How are products delivered?
Collection from a pickup point or container, or delivery through a logistics partner. The producer never drives the order to the buyer's door.
Want to be part of the story?
Join Willit and be part of the local food revolution!