New Miss Finland uses crown to advocate for animals

Veera Grönlund, a veterinary medicine student who lives with two rescue dogs, was crowned Miss Finland on Saturday and told Yle she wants to use the title to help animals.

Grönlund, 30, was crowned at the Hype hybrid arena in Espoo. She eats a vegan diet and lives with her rescue dogs Nana and Aida.

She entered the competition because she wanted the responsibility and visibility that come with the title. The idea emerged during a Christmas dinner conversation with her mother about the public profile of Miss Finland.

Grönlund said the competition now resembles a form of influencer training. Contestants take part in the More than Beauty Academy, where they practise public speaking, personal branding and media skills, as well as consider their own values and how they could use their public voice for good.

The competition’s website describes the modern Miss Finland as a performer, communicator and influencer. Judges also assess contestants’ appeal on social media.

As part of the competition, Grönlund organised a pet food distribution event with Rekku Rescue and Meidän Eläinsäätiö for pets belonging to people with limited financial means. As a veterinary student, she said she knows how high veterinary costs are and how expensive animal food can be.

Grönlund said the event is expected to continue in winter and that she wants her year as Miss Finland to leave a lasting mark.

She also said she was pleased to have won the title at 30 rather than 20, believing she is better able to handle the feedback that comes with a public role.

Eino Makunen, 94, who has led beauty pageants for many years, told Iltalehti he was disappointed by Grönlund’s selection because he considered her “too old”. Beauty pageants previously had a stricter age limit.

Grönlund hopes to combine work in the media, her role as Miss Finland and her future career as a veterinarian.