For a set E of positive and finite length, we prove that if the Huovinen transform (the convolution operator with kernel z k /|z| k+1 for an odd number k) associated to E exists in principal value, then E is rectifiable.1 building upon a number of important results including [Me, MMV, Dav3, DM, MM, NTV2]2 More precisely, these techniques play an important role in Theorem A below.3 We say that a Borel measure µ is s-rectifiable if there exist Lipschitz maps