Innovator interviews

Every fall a long-time rural visual culture curator and experienced project leader Riitta Raatikainen gets ready to execute her annual event in the rural town of Tervo, Finland. Starting in 2018 with just her family as workforce, she wanted to host a community event as a farewell to the summer and an invitation for the upcoming winter. And so, the first straw goat burned on her nearby field. Since then, her event has grown considerably, gathering over 80 volunteers and nearly 2000 spectators. Burning of the goat has become an occasion that brings together even small handicraft businesses and other entrepreneurs. In Riitta’s words: “Cultural capital […] connects us to traditions and basic questions of humanity” 

Another innovator that believes strongly in cultural and social capital is Sonja Jokiranta. With strong roots in musical education as well as a vast background in therapeutic practices, she took a giant leap to the unknown by starting her own farm in 2015. Steadily growing she now offers many kinds of cultural and social services. Services include recreational group sessions using music and intercommunication as well as animal-assisted therapy and psychotherapy for customers coming through the public health system. She has provided tools to countless of families and individuals to find solutions for their situations.  

In 2006, innovator Anne-Leena Pellikka bought a village school and transformed it into a stable and riding school. Later she has expanded to other locations by starting a horse farm at her family farm and buying an existing riding school in a nearby municipality. In 2009 she had the idea to start arranging a music event in her manége. The idea has grown into a large annual event that draws people from all around Finland to see many talented performers and bands. Getting closer to festival proportions, Anne-Leena works together with local entrepreneurs to offer catering and drinks. Her motivation is to show the life and vitality of rural areas. “When we provide services and organize events, our customers will see the opportunities of rural places.”  

What connects all these rural powerhouses is the love of rural towns and way of life. Riitta, Sonja and Anne-Leena have all found ways to offer experiences to a large amount of people in a small rural environment. Opening the countryside to new people and introducing cooperation and rural tenacity.