Since 2019, Fia Söderberg has been running Ullförmedlingen, a digital marketplace for sellers and buyers of wool. Here, Fia tells us more about the business and how Sustainable Entrepreneurship 2030 has contributed to more sustainable business.

Hi Fia, tell us more about Ullförmedlingen!

It is a digital marketplace where Swedish sheep owners can sell their wool instead of throwing it away. Today, over a thousand tons of wool are imported per year, even though the resources are available within the country.

We also want sheep farmers to find a market for their wool, and increase knowledge about wool as a sustainable resource. We do this through our podcast Ullpodden, as well as through courses and webinars.

What inspired you to pursue more sustainable entrepreneurship?

I wanted to know more about sustainability aspects in relation to wool. Wool is a natural fiber that has fantastic properties from a sustainability perspective and deserves to be used.

As a textile fiber, it is also unbeatable compared to the synthetic materials that are common in the unhealthy fashion industry's 'fast fashion', which has an enormous environmental impact as the clothes create mountains of garbage that are burned with harmful effects on the environment and people.

How has your business developed since you were accepted into the program?

Thanks to the Sustainable Entrepreneurship 2030 program, I was given the opportunity to realize my idea of developing more digital services that make companies and organizations in the wool industry visible, increase knowledge about wool and strengthen networks - so that we can increase the use of Swedish wool.

Upplandsbygd has also helped me understand how I function in my own way of running a business and what I need to develop. In addition to being rewarding for the results, it has also strengthened me.

What does sustainable entrepreneurship mean to you?

According to Agenda 2030, it also concerns external factors such as biodiversity, sustainable consumption and production, and the climate issue. For me, it has also included personal sustainability – how as an entrepreneur you live a sustainable life in terms of health while always delivering at your best. It is easy as an entrepreneur to work too much on the wrong things that only take energy, for me it is also an important part of sustainable entrepreneurship.

Fia's tips for those who want to pursue more sustainable entrepreneurship

1. Determine the problem. Choose and prioritize which problems to solve and for whom.
2. Dare to opt out. So you can focus on the right things – what generates goal fulfillment or brings you revenue.
3. Be persistent and communicative. Not everything that is obvious to you is obvious to your customers. Continue to communicate the value, your messages and your vision.
4. Be genuine. Dare to prioritize yourself – what do you need to become a sustainable entrepreneur?