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What is Willit?

Local food shouldn’t be far away.

We connect local producers and buyers. Technology helps with the searching and coordination so food can take a more direct route.

A connection to the people who produce your food.

Willit brings scattered information about local producers and produce together, helping buyers find local food. Fishers, foragers and small farms connect directly with households, restaurants and other buyers, without a wholesale layer.

Less coordination. More connection.

We’re developing AI agent workflows to gather information, match demand with supply and simplify order and pickup coordination. Our conversational search already helps clarify produce requests and find options. Automated pickup points bring that digital connection into everyday life.

Technology connects. The producer sells.

Willit exists to make direct trade easier, rather than add another wholesale layer to the food chain. Our goal is to make local food easier to find and cost effective, and to reduce the kilometres it travels. Product prices, availability and pickup terms are always checked before ordering.

You ask. Willit connects.

Local food, without the legwork.

Start in your own words.

Tell us what you need. Willit helps you refine your request, find seasonal produce or leave a wish for a future harvest.

Find the people nearby.

We bring producer and product information from different sources together. Find local food without hopping between websites and scattered listings.

Pick up along the way.

Buy directly from the producer and choose an available pickup option. Automated pickup points help fit the producer’s delivery around your day.

The Willit container in central Oulu Willit pickup container · Oulu

Connect online. Collect locally.

The last few kilometres matter.

A Willit container is a shared pickup point for producers and buyers. The producer drops off the goods; you collect with your own code during the agreed pickup window. Less scheduling back and forth, and a chance to collect on a trip you already make. Availability depends on the area and product.

Explore automated pickup points →

Our Team

Risto Holappa - Perustaja

Risto Holappa - Founder & Software Developer

Lue lisää LinkedIn Kaleva

+358 44 285 4421 · hello@willit.fi

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 everyday life of fishers, hunters, farms, and small producers — its challenges and opportunities — became familiar. For Risto, Willit is a way to keep that way of life alive: build a marketplace and a container so the maker's work pays off in the north too.

Tiia Juntunen

Tiia Juntunen - Chief Operating Officer

Chief Operating Officer

LinkedIn

Tiia Juntunen is Willit's chief operating officer and is responsible for developing how smoothly the operation runs. Her roots are in Ii and Utajärvi. Her background is in business development, project work, sales and marketing.

Tiia works with an enthusiastic, solution-focused approach. She believes in open collaboration, continuous learning, and in the idea that the best results come from doing things together.

Local food, and fish in particular, has always been on Tiia's table — and that is what Willit wants to make possible for others too.

The team is growing — more on this soon.

Media and recognition

Discover Willit's story in articles and podcasts.

Kaleva · FI ·

Appiukolla oli ongelma, jonka ratkaisuksi oululainen Risto Holappa perusti yrityksen – Kuin Vinted, mutta metsän antimille

Kaleva tells how a family member's everyday problem inspired Willit and its marketplace for wild produce.

Read the Kaleva article

The article requires a Kaleva subscription.

Centria · FI

Kiertokumppanit: Rethink

Risto joins the Rethink episode of Centria's Kiertokumppanit podcast to discuss rethinking the food chain and shortening the journey from producer to consumer.

Listen on Centria's website
Willit representatives holding the Tuottava Idea 2026 award at a JCI Finland event.

Award

Tuottava Idea 2026

Region D innovation category winner

Willit won the Region D innovation category of JCI Finland's Tuottava Idea 2026 competition. The award was presented in Rovaniemi on 12 September 2026.

Read about the award on Savonia's website

Frequently asked about Willit

What is Willit?

Willit brings scattered information about local producers and produce together, helping buyers find local food. Fishers, foragers and small farms connect directly with households, restaurants and other buyers, without a wholesale layer.

How does conversational search work?

Describe the produce you need, how much and when. Search helps find options or capture a produce wish. Searching or leaving a wish does not place an order.

Where does the produce information come from?

We bring together information from producer listings and other sources. Information found elsewhere helps you discover a producer; it does not guarantee current stock. Check prices, availability and terms in the product or producer details.

Do I need a middleman?

The aim is direct trade between producers and buyers without a wholesale layer. Willit helps with discovery and coordination. The seller and the terms are shown when you order.

How does automated pickup work?

The producer brings the goods to a Willit container, and the buyer collects with a personal code during the agreed pickup window. Pickup options and available locations depend on the product and area.

What do the AI agents do?

We’re developing agent workflows to gather information, match demand with supply and coordinate orders and pickups. Conversational search already helps clarify produce requests. You review the order details before buying.

How can Willit reduce costs and food miles?

Finding nearby producers, trading directly and using shared pickup points can reduce work involved in searching, intermediaries and transport. Actual prices and distances depend on the produce, producer and pickup option.

Fewer middlemen. Fewer food miles.

Finding good local food shouldn’t be expensive or complicated. We’re connecting local demand with local supply so more value can stay with producers and food can take a shorter route to your table.

Start by telling us what you need →