Collaboration with the University of Tartu for Exploring New Export Markets

This year, we have started collaborating with the University of Tartu’s School of Economics to map out opportunities for Estonian food products to enter new export markets.

“The fact is that Estonian food products have unfortunately lacked an internationally recognized success story up to now. And it is also a fact that increasing export volume is very important for Estonian food producers, as well as for other sectors,” shares Simmo Kruustük, Chairman of the Board of Nõo Meat Factory.

Students from the University of Tartu’s School of Economics have conducted a comprehensive comparative analysis of European countries, exploring opportunities for widely exporting Nõo meat snacks. For instance, significant attention was given to the retail markets and restaurant-hotel sectors in Denmark, Ireland, Germany, the UK, and the Netherlands.

“Students in the master’s program at the School of Economics are experienced managers, and situational analysis is an integral part of their studies. Nõo Meat Factory has set a large-scale task, resulting in benefits that extend beyond the boundaries of a single company,” comments Krista Jääksone, Head of the Strategic Management Master’s Program at the University of Tartu.

“These have been extensive research projects, which, for example, have highlighted ambitions to even participate in events such as the Roskilde Festival,” notes Kruustük. “Our high-meat-content snacks have already earned consumer approval both in Estonia and several foreign markets. Nõo produces more than 20 different snack products, and we aim to satisfy the most discerning consumer tastes to create an Estonian food success story beyond Estonia’s borders. We have already reached a point where we will soon open additional foreign markets, such as Poland, Germany, and other countries where the culture of consuming healthy and high-quality snacks is widespread. We see a growing demand for quick and healthy snacks in Europe. Currently, exports account for 10% of our total snack product volume, and the goal is to double this.” Nõo Meat Factory currently exports widely to Latvia, Lithuania, and Finland, aiming to become the preferred meat brand alongside the domestic market. Nõo Meat Factory is Estonia’s largest meat processing company, based on domestic capital, offering more than 600 meat products.