What Is Estonia Talking About?
Photos Andrei Chertkov, Unsplash / Tim Bish, © European Union, 1998 – 2026, Attribution, via Wikimedia Commons
Uproar Over Classic Mustard—Põltsamaa Mustard Leaves Estonia
The beloved Estonian classic product, Põltsamaa mustard, has become the centre of a controversy that has sparked widespread confusion, and even anger. The strong mustard has been produced in Põltsamaa for 65 years, since 1961.
For many people, the transfer of production from Estonia to Latvia is more than just an industrial decision—it is seen as a symbolic loss. The controversy strongly resembles the reaction in Finland in 2003, when the production of Turun Sinappi moved from Finland to Sweden.
The name Põltsamaa is deeply connected to Estonian food traditions, and for many consumers the product’s domestic origin has been its most important value. That is why the news has raised questions: can the same taste and identity survive if production takes place outside Estonia’s borders?
The debate in the media has been lively. Some consumers see the change as a betrayal. The case demonstrates how strongly food can be tied to national identity, and how a small tube of mustard can carry surprisingly large emotions.
The Population Is Shrinking and Fewer Babies Are Being Born
According to Statistics Estonia, Estonia’s population at the beginning of 2025 stood at 1,360,745—9250 fewer than a year earlier. The population declined for the second consecutive year. About two-thirds of the decrease was caused by negative natural population growth, and one-third by net emigration.
In 2025, 9240 children were born in Estonia, and 15,688 people died. Birth rates have fallen sharply in recent years. The average age of mothers rose to 31.2 years. The share of first-born children increased, while the number of second and third children declined significantly.
Migration also turned negative. 15,212 people moved to Estonia, while 18,014 left the country, resulting in a net migration loss of 2802 people. In particular, emigration among Ukrainian citizens has increased, but more Estonians also left the country than returned.
The population continues to age: the share of minors is shrinking while the proportion of people over 65 is growing. Most residents are Estonian citizens, and ethnic Estonians make up approximately 68.5 percent of the population.
Kaja Kallas Is Estonia’s Voice Leading Europe’s Russia Policy
Kaja Kallas has emerged as one of Europe’s most visible politicians opposing Russia, and simultaneously one of the European Union’s most influential foreign policy figures. Before moving into EU leadership, Kallas served as Estonia’s prime minister, where she quickly became known for her hard-line stance toward Russia.
Her message has been clear: Russia’s war against Ukraine is not merely a regional conflict, but a threat that defines the security of all Europe.
Among Kallas’s best-known positions has been her repeated insistence that Europe cannot return to “business as usual” with Russia while the war continues. She has argued that Russia’s ability to finance the war must be weakened through determined sanctions, and that Europe must take greater responsibility for supporting Ukraine.
In the EU, Kallas has continued on the same path as the Union’s High Representative for Foreign Affairs and Security Policy. She has advocated stronger military and economic support for Ukraine, tighter sanctions against Russia, and greater European defence self-sufficiency.
Kallas has also strongly promoted increased European defence spending, and warned against dependence on authoritarian states, especially regarding energy and critical supply chains. According to her, security is never guaranteed—it must be actively defended.
Within Estonia, Kallas has divided opinions and continues to do so. At the EU level, however, she has become a central figure during a period in which Europe’s security architecture is undergoing major transformation. One thing, however, is undeniable: Kaja Kallas has turned Estonia’s voice into the voice of Europe.
Prisma Is Leaving Estonia
What Will Happen to Favourite Products?
An era in Estonia is coming to an end. The Prisma supermarket chain is being transferred to the ownership of Coop Eesti. The news has sparked broad discussion and concern among consumers.
For many Estonians, Prisma has not been just a grocery store, but a place known for affordable, high-quality, private-label products. Now there are fears that these familiar products may disappear from the shelves following the acquisition. Prisma’s house-brand items in particular have been popular because of their strong price-to-quality ratio.
Several factors lie behind the sale. Competition in Estonia’s grocery market has intensified in recent years, while local companies dominate the sector. For Prisma’s Finnish owner, the S Group, Estonia is no longer as strategically important a market as it once was. Limited profitability and growth prospects likely accelerated the decision to withdraw.
Coop Eesti, meanwhile, sees the deal as an opportunity to strengthen its market position and expand its network, especially in the Tallinn region.
The company has not yet explained in detail how Prisma’s product selection will change, but consumers’ wishes are clear: affordable prices and familiar products should remain.
Ultimately, the decisive question is how successfully the new owner can combine Prisma’s strengths with its own retail concept.
To learn more about this and similar topicsdefence of Ukraine food tradition Kaja Kallas Migration negative population growth Prisma supermarkets Põltsamaa mustard
