Joonas is the CEO, the cheesemonger and the product developer of the dairy, who has promised to make their food even tastier.
Being the fourth child of the family, he knows that in order to have a stress-free and inactive life, one should not consider Nopri – and whoever belongs here, should not go away for too long.
He had to be constantly ready for everything on his father’s farm already as a boy: “Joonas, quick! Do this! Do that!”
He flipped a coin to choose, whether he wanted to go study informatics or mathematics. Being good with numbers the resulted informatics seemed to be a good decision.
During his scarce studying period, he saw how fanatical the real computer scientists are – how satisfied they were sitting inside their box and computers … so he did not continue.
He did study construction at the University of Life Sciences for a while, then improved himself in Portugal – and came to a conclusion that the best knowledge comes out of real life and hands-on experience in the countryside, where his father’s home is.
One of the sons had to step in the shoes of their father. Joonas and Karl did the “rock-paper-scissors” that worked out very well. Karl is better suited to push the market and start-ups in the city at this moment. His more profound Nopri times are the periods of birch and maple juice as these are his favourite products. According to Joonas, you can’t be on the farm just half of the time. The same goes with the tourists – they should be in the visiting mindset for as long as possible.
Joonas, who has studied next to the Dutch cheese master Pascal Smits, lives consciously for himself and cheese. Cheese is like a living being – it has its different stages of development and needs to be constantly mixed, turned and touched.
Niilo Jr. is currently living by himself, focused on himself. Having been one of those, who stare at their phones even while eating, he is convinced, that the vital helplessness of the younger generations is frightening.
In silence and commitment, he has discovered, that it is really nice to be with oneself. Moreover, if you really look truly with your heart, it turns out that parents and siblings aren’t that bad after all.