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Building Finland's Foraged Marketplace
Risto on Trusted Cofounder: building Willit — a marketplace for Finnish foragers, fishers and hunters.
Founder
Oulu, Finland
I'm Risto Holappa, the founder of Willit. When I started a family, I began to think about the kind of world I want my children to grow up in. I wanted us to eat clean food, produced close to home — the same food I got to enjoy as a child in the north. That thought became Willit: a marketplace connecting fishers, hunters, foragers, and small farms directly with homes and restaurants.
Valokuvaaja: Sanna Kyllönen
I grew up in Arkala, Oulu, surrounded by good berry forests and cloudberry bogs. In season the forests are full of bilberries, lingonberries, cloudberries, and cranberries. My mother's family is from the north, where the foraging tradition passes from one generation to the next. Heading out to pick berries was a natural part of childhood — we often gathered more than our family needed.
Our family also has forests of its own, so everyman's rights are familiar to me in practice — I know exactly what they allow and what they don't.
There is big demand for wild produce in Finland and abroad, but a proper sales channel has been missing. Willit is building it: the picker lists the harvest, the buyer finds it, and the price is fair to both.
I encourage everyone to head into the forest. Thanks to everyman's rights picking is free, and the forest offers its gifts to anyone willing to walk its paths.
I believe fishers, hunters, foragers, and small farms deserve a fair marketplace. That's why we build two things: a marketplace made for trading wild produce, and the Willit container. The container is a pickup point that is open around the clock and keeps each batch cold until pickup. We aim for a future where the maker's work pays off right where nature is — and the possibilities of life grow across the north.
"Every purchase on Willit is a vote for a local producer."
Hear Risto's story straight from the podcasts
EN
Risto on Trusted Cofounder: building Willit — a marketplace for Finnish foragers, fishers and hunters.
FI
Risto guests on the Finnish Finking Cap Club podcast to talk about Willit and entrepreneurship.
Ylpeydellä Oulusta
European Capital of Culture 2026
I'm always interested in hearing stories from producers, fishers, and hunters. Get in touch and let's talk!