One of the most well-known Estonian food producers, Salvest, which will celebrate its 80th anniversary next year, is actively expanding its exports. While exports accounted for 26% of the company’s turnover of 23.1 million euros last year, it is hoped that export growth will be boosted even further in the coming years, supported by planned investments.

According to CEO Jaanus Aal, who has been managing the company for nearly a year, Salvest focuses significantly on exports. “Already in 2025, 30% of our volume will be exported. I believe that in the next few years, this figure will rise to 35% and 40%,” he said. The company forecasts sales growth in Finland, Sweden, England, Portugal, and Arab countries. Additionally, the focus is on Germany, where various retail products are scheduled to launch in 2026.

“It is of key importance that growth results from smarter jobs rather than more people. The number of people will certainly rise, but at a much slower rate than the increase in production.”
Jaanus Aal, CEO of Salvest

According to Aal, on the one hand, the company’s self-confidence is driven by the consistent efforts of previous years, which are now bearing fruit. On the other hand, the company has deliberately and purposefully invested in attending trade fairs and establishing partnerships with potential clients. For example, Salvest has participated with Enterprise Estonia in the world’s largest food fair, Gulfood, in Dubai, United Arab Emirates, for many years, as well as on business missions for companies in the food and beverage sector in India and Saudi Arabia.

“I was once told by one of the best international sales directors, in my opinion, that a company or factory must have ‘hunger hunger’ to bring a deal home. Just being ready is not enough,” Aal said. And this hunger for growth must be felt at every level of management. “We are applying this principle today,” he added. Thus, he has personally met with almost all foreign clients to demonstrate the company´s willingness to cooperate and invest in the development of Salvest.

Growth comes through smarter jobs, not more people

Today, Salvest exports its products to over 20 countries. Increasing the number of markets is not an end in itself, Aal said. “Every market is a bit different and requires focus and knowledge. The stronger we become in these markets, the more we can sell there. The markets are so large that there will be work for many years,” he said, adding, “At the same time, if a door opens in a new market, we will definitely look inside.”

Aal rejoiced that, in addition to exports, sales are also increasing in Estonia. “We are rapidly transforming the overall marketing and image of Salvest, both as a food producer and as an employer. This is gradually beginning to show results. The new applicants are stronger, and sales volumes in Estonia are starting to rise again,” he explained.

“I was once told by one of the best international sales directors, in my opinion, that a company or factory must have ‘hunger hunger’ to bring a deal home. Just being ready is not enough. We are applying this principle today.”
Jaanus Aal, CEO of Salvest

All this is backed by investments in the company. While the company will invest around one million euros in production this year, the planned investment volume in 2026 is 3 million euros, which will mainly go towards increasing production capacity, as well as automation and digitalisation.

“It is of key importance that growth results from smarter jobs rather than more people. The number of people will certainly rise, but at a much slower rate than the increase in production. This enables us to maintain and even enhance competitiveness in an environment that is becoming increasingly costly. I believe in consistent investment. Through this, we achieve sustainable ongoing development,” said Aal.

Production volume will grow exponentially next year

To maintain sales success, a company must stay updated with trends and consumer preferences. “In general, we see that healthiness, awareness and preference for it are increasing – the latter when it is affordable,” he said. Additionally, the proportion of single-portion items, such as those offered by the Presto product line, and healthy snacks, like Smushies, is increasing. However, the most important factor remains that the food is tasty.

“In 2025, we will produce approximately 2 million packs of such products. By 2026, we plan to produce 3.5 to 4 million packages.”
Jaanus Aal, CEO of Salvest

According to Aal, the developments in the world’s politics and economy have also led to an increase in the production of so-called special-purpose food. These are food packages intended for military personnel, as well as for use during training exercises or as aid packages to people in areas affected by natural disasters or humanitarian crises. Aal is not allowed to mention which countries and organisations they cooperate with.

However, he pointed out that in 2024, Salvest produced about 900,000 pouch products, including both special-purpose and Presto products. “In 2025, we will produce approximately 2 million packs of such products. By 2026, we plan to produce 3.5 to 4 million packages,” he said. The increase in volume is due to the new equipment that will arrive at the factory in the second half of 2026, which will enable the production of up to 8 million packages per year.

The defence industry and other partners who order special-purpose food are generally reached through trade fairs, which must be attended year after year. “Having participated in a trade fair for three years demonstrates our continuity, allowing us to begin discussing matters more seriously.”

Taste tests decide who gets to the negotiating table

Aal did not want to specify what the percentage of special-purpose is from total production. However, he pointed out the customers’ favourite flavours and dishes, which are Pasta Bolognese, Chilli con Carne, Chilli sin Carne and various curry dishes. “Although the names are the same, the recipes in different markets and for different customers often have slight variations,” he said.

In order to get to the negotiations on the sale of special-purpose food, a taste test must first be passed, where each dish is rated on a 10-point scale. The minimum passing score is 6. “If you can’t get through it, you can’t get to the table,” Aal said.

Additionally, the main difference between special-purpose food and food sold in retail chains is its long shelf life of up to 48 months, the increased nutritional value per 100g, and the size of the packaging. “In other words, it is a long shelf life, large, nutritious and tasty dish. Among other things, we must be able to produce vegan or, for example, gluten-free food in addition to so-called regular food,” Aal explained.

That is why the company has a separate product development department where different flavours are developed. “This will also allow us to achieve the aforementioned points scores better.”

GOOD TO KNOW
Salvest

Founded: 1946
Annual production volume: 7000 tons
Number of employees (2024): 173
Products: the company’s product range today consists of approximately 300 different products, most of which (about 74% of the turnover) are marketed under its own brands
Brands: Salvest, Põnn, Smushie, Presto, Meie Mari, 3Min, Muuti
Main product groups: children’s food, soups and ready meals, sauces, jams, pickled vegetables
Turnover (2024): 23.1 million euros
Main export markets: Finland, Sweden, Latvia, Lithuania, Poland, Great Britain, Ireland, Portugal, Czech Republic, Germany, Ukraine, Kuwait, Kazakhstan, Romania, China, Azerbaijan
www.salvest.ee

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