Risto Holappa
Founder
Oulu, Finland
I'm Risto Holappa, founder of Willit. My passion for Finnish food culture, fishing, and hunting combined with over ten years of experience in the technology sector led to the creation of Willit. I wanted to build a platform that connects local producers, fishers, hunters, and farms directly with consumers.
My Connection to Nature
Berries and Foraging
I grew up in Arkala, Oulu, an area where forests are full of bilberries, lingonberries, cloudberries, and cranberries. My mother is from the north also, where traditions pass from generation to generation. Berry picking was a natural part of my childhood, and we could easily gather more than our family needed.
In our family, nettle has been used in cooking for generations. Spruce tip syrup has been made every spring, and birch sap has been tapped in springtime. Because our family also has its own forest lands, we've learned exactly what everyman's rights allow and what they don't.
I know how huge the demand for wild products is around the world, but there hasn't been a proper sales channel. Willit does its best to solve this challenge.
I encourage every Finn to head to the forest. Berry picking is free thanks to everyman's rights, the forest offers its treasures to everyone willing to walk its paths.
Fishing
Fishing has been part of my life since childhood. The rivers and lakes of northern Finland offer unique fishing experiences from salmon to perch. I understand the daily challenges fishers face and want to help them get a fair price for their catch.
Moose Hunting
Finnish moose hunting is a tradition that unites communities and brings high-quality meat to the table. Moose meat is clean, responsibly sourced, and full of flavor. In the hunting party, you learn to appreciate nature and teamwork.
Deer Hunting
White-tailed deer and other small game provide tasty and lean meat. Responsible hunting is an important part of Finnish nature management and wildlife population control. Every catch must be valued and utilized fully.
Vision
I believe that local small producers, artisan businesses, fishers, hunters, and farms deserve a fair marketplace. Willit is the answer to a food market dominated by centralized supply chains. We want to bring the best of Finnish food culture within everyone's reach.
"Every purchase on Willit is a vote for local producers and a step towards a more sustainable food system."
Proudly from Oulu
European Capital of Culture 2026
Want to connect?
I'm always interested in hearing stories from producers, fishers, and hunters. Get in touch and let's talk!