Maria Tiidus: For a Stronger Estonia, Together
27. November 2025
At Alexela, we believe that every company and every individual can contribute to ensuring that people in Estonia have the best possible living environment in their own homeland — both now and for future generations. It is from this conviction that the new direction of our community program was born: together with our customers, we support Estonia’s national defense.
the well-being of the Estonian state is a core value of our activities. With our daily work, we strive to create value for our country and its people, so that life in Estonia would be better than anywhere else.
Over the past three decades, we have supported Estonian education, culture, sports, and local communities with approximately 500,000 euros each year. We have continued our support even when economic results did not give strong reasons to do so. Today, we have nearly doubled the first shared goal of the Alexela community — planting 1.3 million trees in Estonian soil.
It is time to move toward a new objective, and we see the opportunity to make a direct contribution together with our customers — the Alexela community — to Estonia’s national defense and the reservist fund. This is a conscious and value-based decision for us.
In cooperation with the Ministry of Defence and the Defence Promotion Foundation, a reservist fund has been established, giving each of us the opportunity to directly support the improvement of training and equipment for Estonian reservists.
Companies and Consumers Contribute Together
We want Estonia to be a good place to live, with an environment that remains clean and unique, and where future generations have both the opportunity and the desire to raise their children. To achieve this, companies based on Estonian capital must lead by example — through actions, not just words.
At the same time, we must also see consumers as partners. Now more than ever, we should consider the real value of our everyday consumption choices. Whether a price is 1–2 cents higher or lower should not be decisive. What matters is the value and impact that these choices return to Estonia — to the economy, local communities, and security.
This is crucial today. It is clear that not only entrepreneurs must set an example — every consumer can support the sustainability, well-being, and security of the Estonian state through their choices.
This same idea is carried by the digital camouflage products sold in Alexela café-shops, which have become a symbol of shared appreciation from companies and value-driven consumers for our reservists. Purchasing these products expresses our common desire to ensure that the future of Estonia remains in our own hands.
National Defense Begins with Values and Will
This year, Alexela received recognition as a supporter of national defenders — a great honor and also a responsibility. This acknowledgment confirms that we are moving in the right direction — not only in the energy sector but also in strengthening society.
National defense does not begin with weapons or training, but with values, will, and attitude. Our role as a company is to nurture both the will and the attitude, and to lead by example so that every Estonian feels: my contribution matters. Every conscious choice and every local entrepreneur is a step toward a stronger, safer, and more united Estonia.
This article was published in the series dedicated to the 100th anniversary of the Chamber of Commerce and Industry.
Sven Lillepalu
