Reggae Workshop Umeå oct. 27-30 2025

Entrepreneurs' journey towards regenerative business, cultural heritage, and conservation

The Reggae project's fourth workshop for the reference companies occurred at the end of October, from Monday, October 27th, to Thursday, October 30th, 2025, in Umeå, Sweden. It was hosted by the project partner, the Swedish University of Agricultural Sciences, SLU. The focus was on the current development of nature-based businesses toward regenerative products and elements, including cultural heritage and conservation. It’s not just about creating entirely new products but about reflecting on the elements of regenerative tourism - actively doing good, supporting local cultures, people, and ecosystems. Also, reflection with customers is crucial when sharing a regenerative mindset. 

In total, seven reference companies had the opportunity to participate in the fourth workshop organized by the project. Tuesday morning focused on product development issues, with companies sharing their unique perspectives on cultural heritage and conservation. The day started with an introduction by Elli Vento from the project partner, the University of Eastern Finland. She lectured on the fundamental principles and components of regenerative tourism. As she explained, the idea of regenerative tourism is to positively influence and benefit the host area, known as the “net positive effect.” It involves long-term renewal and increasing the capacity of places, communities, and their visitors. People are considered part of nature, with tourism integrated into this living system, allowing it to develop and thrive as well. Additionally, Elli shared some initial findings from a case study on traditional agriculture involving elderly participants with hearing impairments. Overall, it was a positive experience, as participants reminisced about nostalgic childhood memories. As Elli emphasized, it’s not always about developing completely new products but about incorporating regenerative elements—actively doing good and supporting local communities, cultures, people, and ecosystems.  

Ina Hallila, from project coordinator Luke, presented findings from the case study involving Kråkvilan, a reference company that hosted a yoga day on the island of Sälgrunden. The company showed that it's not always about doing or experiencing things; sometimes, it's about simply being in nature. The added value was in reflecting on the feelings and experiences that the day brought to the customers. Also, entrepreneurs need to have confidence in discussing regenerative elements. 

Satu Aalto from Cow Camp, in Ilomantsi, Eastern Finland, presented a shorter, mini Cow Camp, a 1-2 day flexible introduction to farm life. The experience is designed to plant a small seed to reconnect and live a little closer to nature. Since many participants are from cities, regenerative elements are felt and experienced in a relaxed, authentic farm environment. The experience revolves around real, symbiotic relationships between humans, animals, and the land. The camp supports local community and culture by collaborating with nearby food producers and guesthouses. The farm’s practices promote biodiversity and healthy ecosystems. When guests participate in real farm work, they contribute rather than just consume, and they learn about biodiversity. The rural culture is also strengthened by local food and involvement of the local community. Storytelling and reflection are also important parts of Cow Camp. 

Later on Tuesday afternoon, we had the opportunity to participate in an exhibition and lectures on cultural heritage and conservation. Traditional and wild cooking was presented by Anita Storm,  from Korsnäs, Western Finland, She explained how she takes care of and uses as much as possible edible ingredients when preparing meat and fish. Ann Salomonsson is a tanner, who brought some items of her handcrafted work, like bags, belts, and hats. She has made everything herself from scratch. She uses skins of reindeer, salmon, and fox, for example. Malin Lindmark from her company Malin i Ratan, in the village Ratan, Västerbotten, Sweden,  produces soaps using traditional artisan methods, but with renewed knowledge and natural, organic ingredients. There are soaps for various purposes, including body and hair care, the kitchen, and the home. She also runs a café. 

Later in the afternoon, two reference companies presented their regenerative elements with perspective on cultural heritage and conservation. Linda Boberg-Santala from the company NAAST, based in Öja, Western Finland, introduced her new product concept. It is rooted in the local heritage of the living Finnish-Swedish speaking population and the Klink boat tradition, a Nordic clinker boat tradition inscribed on the UNESCO list of Intangible Cultural Heritage of Humanity. Activities include storytelling walks, workshops on boat and fishing heritage, and local food, dialect, and music experiences. The boats connect generations and tell stories of life shaped by the sea, fishing, and craftsmanship. The company’s flagship experiences include darkness and smuggling, where guests enjoy stillness, history, darkness, and nature awareness. The importance of the Swedish language and dialects has gained new significance since the band KAJ, a Finnish-Swedish speaking music and comedy group, reached a wider audience. Suvi Westerback from Fischars Farm, in Sideby, Western Finland, introduced her company and regenerative farm tourism. She mentioned cultural elements such as Ostrobothnian farm heritage, sauna traditions, and stories. Regarding community, she highlighted the micro-economy of rural areas, emphasizing collaboration with local makers and support for biodiversity through grazing and once-a-year mowing. Additionally, the well-being of farmers is a new focus, recognizing that their health and the sustainability of farms are crucial. She plans to arrange education aimed at building farmers’ personal brands while also considering their well-being. 

The following day, Wednesday, October 30th, continued with the project’s presentations of the reference companies' work toward regenerative products. Jimmy Sandström and Lisa Jonsson presented their company, Kullar & Klang, which is also an association that runs a summer café and has several activities based just 30 minutes from Umeå. Activities range from lectures and workshops to good food, dance, and music. The core of Kullar & Klang is to promote sustainable lifestyles and transitions by gathering, exchanging knowledge, and conducting initiatives focused on sustainability. As the entrepreneurs state, they need to be part of a bigger context and focus on the future visions of the area as a UNESCO Biosphere Reserve. Sabina Wickman from Övermark Bed & Breakfast, , in Övermark, Western Finland, shared an update on their company. The bed and breakfast is a former hospital that the owners have renovated while preserving as much of its history as possible; there are also many stories to tell. The entrepreneurs have collected a small museum with hospital instruments found in the building. As Sabina mentioned, they help care for the building, materials, and knowledge related to local history, working to preserve the cultural heritage. Lastly, Floriane Colonnier from Horses of Taiga, presented how their company could move toward more regenerative tourism. She mentioned, for example, more “non-riding activities” with horses, participation in citizen science, and organizing annual events in the nature reserve. She was pleased to share that Horses of Taiga has been nominated as one of the three candidates for the Grand Travel Award Ecotourism in 2026. 

On Wednesday afternoon, we visited Thomas Distler, in Kassjö, outside Umeå, as part of a study trip. It was fascinating to see how he constructs traditional Klink boats from scratch, sourcing timber directly from the nearby forest. He uses old-fashioned methods and tools, and over his career, he has built about 50 boats. We were also kindly invited to his cozy home for some picture viewing and coffee. Besides boat building, Thomas also gives lectures and teaches courses. The next morning, Thursday, October 30th, it was time for the team from Finland to take a local bus to the ferry heading back to Vasa.     

Text Lena Enlund

Photo: Elisabet Bohlin & Amanda Lund

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