Carita Peltonen, founder and CEO of Metsämood, has been selected as the Entrepreneur Fund’s Most Gambler Entrepreneur of 2025. She is a seasoned entrepreneur who has built four companies in her career, achieved success, exhausted herself and risen again after bankruptcy.
– Carita’s story shows that entrepreneurship is not a series of complete successes, but the courage to rise again. Bankruptcy does not define a person – a true entrepreneur takes a risk and dares to try again, says Merja Jokinen, Treasurer of the Entrepreneur Fund
In the forest found the strength to rise again
In his twenty-five years as an entrepreneur, Peltonen has seen both great success stories and difficult moments. The bankruptcy that came with his corona and his previous exhaustion forced him to stop – and led him to the healing power of the forest.
– You could say that my story began again from the paths in the forest. In my case, both business and recovery lead to the forest. Nature, especially the evergreen forest, is my lifeline,” says Peltonen.
His current company Metsämood and its brand Metsä/Skogen bring forest to places where you wouldn’t expect it: hotels, airports and business parks. The concepts combine forest products made by small domestic producers, such as natural cosmetics and wild foods, with a spatial design where the multi-sensory forest experience calms down in the midst of the hustle and bustle.
– The spaces we design offer a touch of something that is often overlooked in the built environment. We offer a multi-sensory forest experience with tactile prints, smells and sounds in spaces where the well-being effects of nature are needed, but going to the forest is not possible,” says Peltonen.
“Skutsimutsi” believes in perseverance and networks
Peltonen, also known as Skutsimutsi, feels that the award is a tribute to perseverance.
– I had a tear of emotion in the corner of my eye. Entrepreneurship is about perseverance, believing in your vision and having the courage to keep going despite the difficulties, Peltonen says.
For start-up entrepreneurs, he stresses the importance of networking and planning:
– Believing in your dreams will give your business direction, but don’t build your whole business on dreams alone. Entrepreneurship requires hard work, courageous decisions and the ability to stand up when the going gets tough.
The 10th edition of the competition attracted nearly 70 proposals
Now in its tenth year, the Gambler’s Thinest Entrepreneur competition attracted almost 70 entries this year. The winner was chosen by a jury of entrepreneurs and Entrepreneur Fund staff.
Previous winners:
2024 – Ville Mäkipelto
2023 – Anu Mäkinen
2022 – Aarni Pahajoki
2021 – Laura Salonen
2020 – Jarno Ankerman
2019 – Jenni Parpala
2018 – Tomi Mäkipelto
2017 – Jutta Larm
2016 – Riku Rantala, Tuomas Milonoff and Elise Pietarila
Text and photo: Veera Mohell