Morning coffee event for SMEs in the wood industry, Finland

Could Wood Materials Create More Value and New Competitive Advantages for Your Business?

Morning coffee event for SMEs in the wood industry, Finland

On 28 October 2026, Linna Business Development hosted a morning coffee event for local SMEs in the wood industry at Innopark in Hämeenlinna.

During the workshop, participants explored how the circular economy can create new business opportunities for the wood products industry. Discussions focused on ways to generate greater value from wood materials and side streams, identify key bottlenecks and opportunities in the transition to a circular economy, and examine how resource efficiency and innovative operating models can be transformed into a competitive advantage.

The session was led by Ville Availa, CEO of Double Round Oy and an advisor in sustainable business development. In addition to the expert presentation, the event provided an opportunity for participants to exchange experiences, discuss practical challenges, and network with other professionals from the wood industry over morning coffee.

During the event, participants concluded that some of the biggest challenges in advancing the circular economy remain:

• The convenience of burning– Valuable materials are still too often directed to energy recovery instead of being kept in circulation through higher-value uses.
• Short product lifecycles – Extending the lifespan of products and materials remains a significant challenge, limiting opportunities for reuse and value retention.
• Missing markets – Circular economy products and secondary materials require stronger demand and viable market opportunities to enable wider adoption.