Brand story · 2026
Eskolar's success story: caring for forests and nature, led by the heart
English translation of the original Estonian article. Original headline: Eskolari edulugu: südame juhatusel metsa ja loodust hoida
See the original design in the magazineSome companies are born from business plans, Excel spreadsheets and investor meetings. Eskolar OÜ was born instead from a worldview – a love of forests and nature.
Despite sometimes gruelling work, failures and victories, what has always mattered most is running the family business according to values close to the heart. Over 20 years in business, this has also ensured success. The company's founders Karin Joala and Hilmar Minski tell their story.
Smart forestry doesn't waste energy
For many, modern forestry seems to mean only felling, but what should matter most is smartness. At Eskolar, they believe that in the 21st century it is important to treat forest resources as smartly as our modern cars that can use braking energy.
A serious concern is unused resources. After felling, a large amount of material is often left behind that could play an important role in energy production. "If the money paid for energy stayed in Estonia's rural areas, we would be creating value for our own people," Eskolar's board member Hilmar Minski is convinced. It is a call for local value creation: a forest owner could earn income even with smaller felling volumes, managing their heritage wisely and sustainably.
Silviculture as a way of life
Eskolar OÜ was founded 20 years ago by two enthusiastic young people with big ideas and a love of nature. From the very start, the whole venture has had plenty of passion for forests and environmental protection, along with a good dose of daring. Today, celebrating two successful decades, founders Karin Joala and Hilmar Minski look back on a journey that has been anything but boring. With a "let's do it" attitude, they have built up a respected company and partner in the field of silviculture.
The keyword "silviculture" has always accompanied the Eskolar name. It is not just a term, but a firm worldview. People often think the best way to protect nature is to let it do its own thing entirely, but Eskolar sees things differently. "People have influenced the natural balance for thousands of years," explains board member and CEO Hilmar Minski, adding: "As an experienced forester, you can see traces of silviculture even in places that are now called old-growth forests."
The vision of how things should work is clear: silviculture is a conscious and responsible intervention in nature for the sake of future wellbeing and sustainability. It is like a gardener's work, where thinning or cleaning cuts done at the right time give trees the strength to grow and ensure that future generations can also enjoy a vibrant forest.
By acting thoughtfully, biodiversity can also be preserved in the forest – whether pine, spruce, alder or other plants. That way, exactly those birds and animals whose survival depends on certain species also remain there. It is primary-school nature studies wisdom that has become an everyday mission for Eskolar.
Daring early years and an old Russian crawler tractor
Eskolar's journey is full of colourful stories that bring a smile today, but at the time sometimes required nerves of steel. It all began in 2006, when Karin and Hilmar, barely 20 years old, decided it was time to set up their own company. As they lacked the necessary share capital, they bought an off-the-shelf company whose name meant nothing to them. It was a blank page on which they began writing their story.
The early years were full of emotions, muddy boots and falls, but above all practical learning. One particularly snowy winter there was a large site whose deadline was building up pressure. They brought in her father's old TD75 crawler tractor and attached a purchased mulcher to it. And so it happened that petite Karin drove the old, rusty Russian machine whose track came off at every sharper turn, while Hilmar tirelessly worked with a brush saw, a smile on his face. The experience confirmed it: neither weather nor difficulties stop the Eskolar team. All it takes is will and a fair amount of positive "craziness".
Over 20 years, a wealth of experience and life wisdom has accumulated. In difficult situations, we have learned quite a few things:
- to respect people regardless of their status
- to smile when we fall
- to notice and appreciate
- to be proud but humble
- to apologise when needed
- to leave even a good thing when the time is right – even if it is a great pity
- to pick up thoughts and lessons from life
Filing a complaint against yourself: the story of the rescued fledglings
One of the most touching stories in Eskolar's history comes from maintaining utility networks. A tree was dangerously close to the lines and had to be taken down. But freshly hatched fledglings in that same tree turned out to be an obstacle to the work. When the landowner and the contracting partner demanded quick action, the Eskolar family could not raise a hand against living creatures.
They did something completely unusual – they wrote a complaint against their own company to the Environmental Board in order to get an official ban on felling the tree until the birds left the nest. It worked! The fledglings grew up, and Eskolar became even more convinced of its heartfelt principles: nature and caring are more important than quick profit.
A strong team and a sense of family drive things forward
Contributing to nature in a way that is sustainable, healthy and beautiful for everyone, Eskolar is now known throughout Estonia as a reliable partner in silviculture and forest maintenance.
With a modern and considerable fleet of machinery, the company holds the necessary construction permits and licences. Most important for Eskolar, however, is its loyal, trained, experienced and respectful team that has walked a long road together. According to the founders, it is the people working there who create the greatest value for them.
"Our people are the ones who come along with our crazy plans and afterwards share that real 'we did it' feeling," Karin Joala says happily.
As a family business, there is even more strength
Eskolar is a family business that has also managed to find a balance between work and family life. Although the work is done with complete seriousness, boundaries are kept. At Eskolar, people manage to work with joy, humour and a positive attitude. On quite a few occasions they have successfully combined work and fun.
Karin and Hilmar admit that sometimes the children come along to work too, but that creates beautiful memories of a completely different kind. Introducing children to nature conservation and entrepreneurship from an early age is very important to them.
The courage to think for themselves, passed on by their own parents, is also seen as part of the foundation of Eskolar's 20-year success story. "Thanks to our parents, we had and still have the courage to be who we are: to experiment, make mistakes and try again. It's a proud feeling – to live and work in an environment where I see what I sow and know it has been done with love and respect," says one of the company's founders, Hilmar Minski, contentedly.
Eskolar proves that even in the business world it is possible to achieve success while staying humble, noticing the little things and acting with heart. By dreaming big, much has already been accomplished, and surely many great achievements still lie ahead.