Anna-Liisa Palatu is the co-founder and CEO of Woola, an Estonian startup transforming waste wool into sustainable packaging to replace plastic. Under her leadership, Woola has gained recognition across Europe, securing high-profile clients like LVMH and raising €2.5 million to scale operations.On this episode we talk about:Why plastic is harmful, from fossil fuel origins to its lack of recyclability.The challenges of pricing sustainable packaging in a plastic-dominated market.How end-user demand is driving companies to adopt eco-friendly solutions.Why founders are the best salespeople and how Woola built its customer base from day one.Staying true to company values while navigating crises and rejecting unethical opportunities.==Find all episodes on > https://www.pursuitofscrappiness.co/Watch select full-length episodes on our YouTube channel > https://www.youtube.com/channel/UCP6ueaLnjS-CQfrMCm2EoTAConnect with us on Linkedin > https://www.linkedin.com/company/pursuit-of-scrappiness/===============Support the show

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