Growth stories of food and tourism companies from Åland, Estonia and Sweden

The growth stories of three rural businesses show that innovation, storytelling and a sense of community can open doors to new markets. At the Scale Up Together! project’s kick-off webinar, inspiring examples from Åland, Estonia, and Sweden were shared.

Educational farm tours in Åland

Ronja Brenner and Andreas Nordlund founded their Nygårds Skogsgrisar farm in Sund in 2016. The farm’s 36 pigs live outdoors year-round, freely rooting and eating. In addition, the farm is home to horses, dogs, cats and chickens.

The idea for guided tours originated from customers’ wishes to see the farm animals. Nowadays, visits are organized once a week by reservation. During the tours, animals are fed, participants get to know the daily life on the farm, and together they reflect on where meat comes from. Visitors range from babies to grandparents, including school and daycare groups, companies, tourists, and groups of friends.

Social media is the company’s most important channel for connecting with customers. It also enables marketing without a large financial investment. Although farm tours only bring in about 5% of turnover, they increase meat sales and strengthen customer relationships. In the future, the entrepreneurs are planning a new building that would make it possible, for example, to serve dinners in connection with the tours.

Honey and experiences in Estonia

Meemeistrid was founded in 2010 when Kristi Terep‘s husband became a beekeeper. Kristi Terep has been responsible for product development and the company’s image from the beginning, which means that the website, social media and design have been in her hands.

The company’s operating philosophy is based on quality and innovation. The product range includes, among other things, the widest selection of flavoured honeys in Estonia. Awards have also been collected from the Best Farm Food Competition.

The business related to farm tourism officially started in 2022, but the roots go back to the early stages of the company. Storytelling is a key part of the activities. Terep gave an example of how stories can be born from surprising details: a stone was found in the ruins of the farm’s old building with the year 1888 engraved on it – the year the building was built. “Let the story be heard,” Terep encourages other entrepreneurs.

Cider from apples and a sense of community in Sweden

The Swedish family business Köpings Musteri is celebrating its tenth anniversary this year. Entrepreneur Lena Ryberg Ericsson said that cooperation with other producers has been the company’s goal from the beginning.

The development of the company required significant investments in juice and cider making equipment. A strong belief in the business carried through, and the next generation also joined in. Today, the company produces apple juice and cider and organizes cider tastings and guided tours of the farm. Products are sold in the farm’s self-service shop, and the company offers pre-ordered lunches and brunches featuring locally sourced ingredients.

A small company’s challenge lies in limited financial resources. Products are often more expensive because costs are not spread as widely as in large companies. This is why communication becomes crucial: responsibility and quality must be conveyed to customers. Ryberg Ericsson encourages making use of social media experts, photographers, and product developers. It is important for the company to stand out and remain memorable to consumers.

Scale Up Together! project supports entrepreneurs working in rural food and tourism on the path of business development and growth, and offers cross-border innovation and cooperation networks.

The project receives funding from the Interreg Central Baltic 2021–2027 programme and is coordinated by the Ruralia Institute at the University of Helsinki. The project partners are Enterprising Archipelago (Åland), Estonian Rural Tourism (Estonia), Södertörn University (Sweden) and Turku University of Applied Sciences (Finland).