Risto Holappa
Founder & CEO
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 foragers directly with consumers - without unnecessary middlemen.
My Connection to Nature
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.
Berries and Mushrooms
Finnish forests are full of delicacies: blueberries, lingonberries, cloudberries, chanterelles, and porcini. Everyman's rights make it possible to collect these treasures, but too often they go unpicked. Willit helps connect foragers and buyers.
Technology Experience
Over 10 years of experience building user-friendly applications at international and Finnish companies has given me a strong foundation for building Willit. I've worked in both startup environments and larger organizations.
Technology expertise combined with deep understanding of Finnish food culture and wild products makes Willit unique. We're building a platform that's easy to use for both sellers and buyers.
Vision
I believe that local producers, fishers, hunters, and foragers 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!