Business Turku’s BioDemo project explored new business opportunities from local bio-based raw materials. It led to the launch of Pure Home Nordic, a company specialised in straw construction in Finland, and created lasting networks to boost bio- and circular economy business.
Sustainable building is a passion for Finnish construction professionals Jari Petäjämäki and Niklas Samppa. Their new company, Pure Home Nordic, specialises in building straw element houses, with Mika Leinonen as the third co-owner.
The company builds houses using EcoCocon straw elements, which Petäjämäki also used to build his own family home. Samppa and Petäjämäki appreciate the EcoCocon structures for their breathability, energy efficiency, sustainability, and ease of construction.
The company offers its own house designs and delivers custom-made wall elements. By the summer 2026, it will move into a 250-square-meter assembly hall being built in Paimio, Southwest Finland.
Samppa and Petäjämäki know that introducing a new building method requires awareness-building and patience, but they are confident about their business idea. They estimate that within three years, straw element construction could generate half of Pure Home Nordic’s revenue.
– Our goal is to eventually make a full living from straw element construction, says Petäjämäki.
An Underutilised Resource
Pure Home Nordic’s straw elements come from the Slovak company EcoCocon, which has factories in Slovakia and Lithuania and has sales representation in 28 countries. Anna Hjelt, EcoCocon Nordic’s Chief Business Development Officer in Finland, notes that Denmark and the Netherlands are leading the way in straw construction.
Hjelt sees huge business potential in straw construction. In Europe and the United States, large quantities of straw are available, yet only a small fraction is used. While Hjelt considers it unrealistic for straw to replace concrete and steel as building materials, the goal is to significantly increase the share of bio-based construction.
EcoCocon’s vision is to establish factories close to growing markets and raw material producers. According to Hjelt, a factory requires an annual demand of approximately 15 000 square meters of straw elements, equivalent of roughly 100 small houses.
– Our goal is to produce one million square meters of EcoCocon walls per year by 2035, which would mean having around 20 factories in different countries, Hjelt says.
She emphasises that a factory investment requires steady demand within a specific geographic area. In Finland, over 40 small houses have been built using EcoCocon straw elements. The company is working to encourage commercial players to discover and invest in straw construction.
Exploring Bio-Based Raw Materials
Pure Home Nordic and EcoCocon participated in Business Turku’s BioDemo project, which explored how local renewable raw materials can be developed into new industrial products to support sustainable growth.
The project also examined biomass-based material flows in Southwest Finland and how they could be utilised. Sweco’s study found that straw is readily available as an agricultural by-product.
Aku Kuusela of Pollenpaali Oy, a Finnish hay and straw producer, welcomes the idea of using straw in construction. He notes that while straw is already produced for industrial use in Europe, in Finland it is still primarily sold for livestock farming.
He thinks that a key challenge in Finland’s straw market is that farmers do not consider straw a valuable crop. Raising awareness and offering training is essential to ensure that the straw meets the quality standards required for industrial use.
– And the compensation for farmers should be adequate, he adds.
Circular Economy Requires Collaboration
The BioDemo project also led to the creation of lasting networks: Business Turku’s Sustainable Construction Network and Bio- and Circular Economy Network. Network Manager Reeta Huhtinen encourages anyone interested to join their gatherings.
– No company can build circular economy alone. Networks offer opportunities to connect with other companies, university representatives and public actors, and to learn new approaches. At Business Turku, we support the development of bio- and circular economy businesses in the region, she says.
All the interviewees consider Business Turku’s network-based approach valuable. Representatives from Pure Home Nordic also received useful guidance from Business Turku when starting their company.
Anna Hjelt highlights that strong networking is crucial for EcoCocon, as the company collaborates with all players in the construction chain. BioDemo also offered valuable insights into the availability of raw materials.
– Business Turku is genuinely interested in us, helps us build relationships, and connects us directly with various stakeholders. Based on our regional research, the Turku area appears to be a favourable operating environment, Hjelt concludes.
Interested? More Details:
In Business Turku’s BioDemo project, researchers and companies explored how straw, reed, oat husks, and recycled textile fibers can be used in industry. Read a summary of the project’s results.
The story of Pure Home Nordic, a company specialising in straw construction, began with CEO Jari Petäjämäki’s own house project. You can follow its progress on Instagram: @olkitalo. (In Finnish)
By the end of 2025, the Slovak company EcoCocon will have produced around 100 000 square meters of straw element walls. Its largest project this year is the 155 000-square-meter logistics center for the fashion company Bestseller in the Netherlands.
Text and pictures: Heidi Pelander
BioDemo – Demonstration of New Industry Value Chains
