Brand story · 2024
Thoroughly Estonian, Eesti Pagar celebrates its 110th anniversary together with the people of Estonia
English translation of the original Estonian article. Original headline: Läbinisti kodumaine Eesti Pagar tähistab koos Eesti rahvaga oma 110. juubelit
See the original design in the magazineEesti Pagar is one of the symbols of the Estonian bakery industry, honouring old traditions and bringing them to the table of today's consumer in high quality. In 2024, Eesti Pagar, a company based on 100% Estonian capital, celebrates its 110th anniversary. As far as is known, the first Estonian Consumers' Cooperative bakery began work in Antsla in 1914, and Eesti Pagar considers it its predecessor.
Eesti Pagar celebrates its anniversary together with the people of Estonia, more than half of whom choose a domestic product of this brand for their table. Today shop shelves offer a wealth of products made at Eesti Pagar's factories in Paide, Võru or Tartu – in these truly modern production facilities, Eesti Pagar's taste experiences are created. In total, about 40 million kilos of various bakery products are made in the factories each year.
"Eesti Pagar is an excellent example of a domestic manufacturing company that has stayed true to its principles over the years, won the people's trust and always held development in high regard," says the company's head Ragnar Kõiv with satisfaction.
Bread from the heart of Estonia – from Paide.
"Baked in a hot oven and with a warm heart."
The head of Eesti Pagar is pleased to note that Estonians prefer domestic rye bread and white bread. Rehe bread and Must bread are among the most popular products with a long tradition, but the ones that have been on Estonian tables the longest, for over 20 years, are Kodukandi rye bread and Perenaise white bread.
In exports, it can be proudly noted that Eesti Pagar products are available from Japan to Canada, bringing a homegrown taste experience to the global market. In total, the list includes more than 20 countries, and cooperation with them has created an export turnover of 20 million euros. This makes a strong contribution to the Estonian economy.
Eesti Pagar loves developing its products, because innovation is the foundation of success.
It is a pleasure to see that development goes hand in hand with customers' development: demand for healthy wholegrain products keeps growing, and product development is moving in the same direction. Production uses a variety of modern technologies and top-level equipment, whose triumph is shown, among other things, by the investment of 70 million euros in the company's factories over the past 20 years.
In product development, special attention is paid to high-quality raw materials, healthy additions, reducing sugar and salt, adding sprouted grains and so on, to offer consumers healthier choices.
Local raw materials are at the heart of Eesti Pagar's products – the lion's share of the grain comes from Estonian fields, making a major contribution to the local economy.
Sprouted grains are a good way to reduce a product's sugar content while increasing the share of beneficial fibre. Such Eesti Pagar products include Rukkitasku, Teratasku, Täistera sepik and Haputaina Pehmik.
To replace sugar in products with something even healthier, some products now contain chicory root fibre as a natural sweet ingredient. You can try it, for example, in Kodukandi koorikleib, which won the title of Best Bakery Product in 2021.
Looking to the future, Eesti Pagar is striving for even bigger innovations, investing millions in production lines to meet the growing demand for quality bakery products and to expand into foreign markets. Quality is not just a buzzword, but has been proven by numerous achievements and awards.
The company's efforts to offer its customers products of the highest standard are also demonstrated by its production systems meeting Europe's highest quality standard (BRC), which makes the company's management feel both joy and pride.
Eesti Pagar's products have repeatedly been recognised as the best bakery products, proving its dedication to maintaining top quality.
Eesti Pagar has, without competition, earned the most Swallow labels in the country: 41 products!
Made in Estonia and from Estonian raw materials – that is the requirement for the Swallow label. Currently as many as 41 Eesti Pagar products carry this recognition. For example, Estonia's best-selling Rehe rye breads have proudly carried the Swallow label since 2010. Eesti Pagar first applied for the Swallow label for its products in 2007, so for 17 years the little mark of domestic quality has adorned Rukkitasku and Õnne sepik.
It is also worth highlighting that in four years the BEST Bakery Product chosen by the Estonian Food Industry Association has come from among Eesti Pagar's products.
According to Eesti Pagar's production manager Marko Vestmann, this is a principle woven into the company's philosophy. "From the very beginning we have preferred domestic raw materials, and all our white breads, rye breads, cakes and tortes are made in Estonia. So we literally offer Estonians work and bread," said the production manager. According to him, this also matters to Eesti Pagar's large family of employees, for whom contributing to their compatriots' tables and to the present and future of our agriculture is a matter of honour.
In sustainability and environmental friendliness, Eesti Pagar sets an example for others, implementing a number of environmentally friendly practices. The Paide factory, for example, uses 100% wind energy and 100% biogas.
Eesti Pagar contributes to the community and generously supports amateur sport
A sign of a progressive and strong company is always active support for the community. Eesti Pagar is especially eager to lend a hand to amateur and youth sport, including as a long-time sponsor of the Estonian Ski Association.
Besides high quality standards, Eesti Pagar also holds its hard-working staff in high regard, employing 800 people in three different factories. The company's wish to keep and recognise its employees weaves the tradition of rich bakery production together with a modern work culture.
Employee wellbeing is a high priority for the company. Some employees, including bakers, have worked at the company for over 40 years.
The company's progressiveness and consistent expansion are reflected in a loyal customer base and steadily growing turnover. This is the surest proof that Eesti Pagar is the leader in its field and has won the hearts of Estonians. Moving steadily towards a brighter future, it is a pleasure to see that quality work and bread from Eesti Pagar still go hand in hand for Estonians.