Willit is a digital marketplace for Nordic wild and natural foods for example wild fish, game, foraged berries and mushrooms, and artisanal farm products. The problem: Finland has a €950M market for these products, yet 90% of wild berries go unpicked and 55% of harvesters cannot find buyers. Informal channels like Facebook groups lack payments, logistics, and trust. This is not a supply problem. It is a marketplace failure. Our solution: Willit provides the missing infrastructure. We handle payments, coordinate logistics, and build trust through verified sellers and transparent product information. We unlock latent supply and connect consumers with products that would otherwise never reach the market. Why now: Growing demand for traceable, sustainable food combined with regulatory complexity creates the right conditions for a purpose-built marketplace. We navigate compliance while preserving Nordic food culture.