Context

The Centre of Estonian Rural Research and Knowledge (METK) is responsible for coordinating Estonia’s agricultural knowledge and innovation system (AKIS), including the advisory service. In recent years, serious concerns have emerged around the generational renewal of advisors, as over 56% of active advisors are nearing retirement and fewer young people are entering the profession.

This demographic challenge threatens the long-term sustainability and quality of rural and agricultural advisory services. Young people often see the advisor role as outdated or unclear, and many regions lack any local advisors at all. Without targeted intervention, Estonia risks facing critical gaps in knowledge transfer, especially at a time when modern agriculture requires increased support in areas such as sustainability, digitalisation, climate adaptation and the circular economy.

The project was initiated to ensure that new, motivated professionals, both young and career changers, are prepared and inspired to enter the field. It also supports the CAP Strategic Plan’s goals for knowledge transfer, innovation and skilled workforce renewal in agriculture and rural development.

By creating a structured, supportive training pathway into the advisory profession, METK was aiming to secure the future of advisory services and build a new generation of advisors ready to meet the evolving needs of Estonia’s rural communities.

Objectives

The main aim was to increase the total number of agricultural and rural advisors, ensuring age diversity and long-term service continuity. This, in turn, would expand the coverage and specialisation of advisory services, including emerging fields. The programme looked to develop a strong mentoring culture and promote knowledge transfer and collaboration, while improving the public image and attractiveness of the advisory profession, thus supporting the future development of a national coordination centre for knowledge transfer and advisory services within the AKIS framework.

Activities

All activities were fully funded by the CAP (measure M02) and carried out by the Centre of Estonian Rural Research and Knowledge (METK). The goal was to recruit, train and support a new generation of agricultural and rural advisors through structured learning, mentoring internships, and networking.

The programme ran from July 2024 to July 2025, beginning with the recruitment and launch phase. The project contract was signed at the end of July 2024, and, in September, there was an open call for learners and mentors. The set-up of the mentor/mentee pairings at a seminar in October 2024 marked the start of the training and internship phase, which ran until May 2025. Participants completed eight mandatory modules, including CECRA (Certificate for European Consultants in Rural Areas) modules I, II and XVI (My Profile as a Consultant, Communication and building relationships in Advisory Work, and Shaping Innovation Processes) that provide specific social, personal and communication competences. Thematic sessions covered digital skills, entrepreneurship, the bioeconomy, environmental protection and producer collaboration. Internships began in November, and each learner advised at least five companies.

Among the key training sessions and milestones in 2025 was CECRA module XVI, with thematic seminars at the Estonian University of Life Sciences from January to April. In mid-March, there was a six-day study trip to Denmark for the mentors, and then one in early April to Ireland for the students. These were followed by shorter study trips in May to North and South Estonia.

The final portfolio deadline came just before the end of May, with occupational qualification exams immediately thereafter, followed by portfolio presentations in the first week of June and the final seminar the following week.

Various publications and resources were created. The ‘From Giving Advice to Being an Adviser’ handbook was updated, and ‘Energising Networks’ was translated into Estonian, as were the updated CECRA quick reference cards.

Throughout the programme, there were announcements on social media, radio and news portals, with articles and reflections written after the study trips. There was also a presentation at the Nordic-Baltic AKIS online workshop in May 2025.

Gender equality

The programme demonstrated a strong gender balance and the meaningful involvement of women at every level. Out of 26 participants, 16 were women (61%), and among the 17 mentors, nine were women (59%). Additionally, eight of the 14 professional qualification exam assessors were women (57%). 

The project was initiated by two women and implemented by a team of three women, highlighting female leadership in both content development and coordination.

Although the agricultural and rural advisory sector in Estonia has traditionally been male-dominated, current statistics show that 53% of listed advisors and 43% of certified professionals are female. This programme reflects and reinforces that positive trend.

The programme offered a supportive, inclusive environment that encouraged women to grow as advisors, mentors and sector leaders, strengthening gender equality in Estonia’s rural development landscape.

Generational Renewal

This programme supported generational renewal by creating a clear and supportive entry point into the advisory profession, welcoming both young professionals and career changers who share a vision for the future of rural life. Of the 26 participants, 12 were under the age of 40, reflecting the reality that the next generation of advisors is not defined only by age but by mindset, motivation and a willingness to take responsibility for rural development.

Although the programme did not create separate activities specifically for youth, it provided all participants, regardless of age, with the same high-quality learning, mentoring and networking opportunities. This inclusive structure allowed younger participants to learn from experienced mentors and peers, and to enter the advisory field with confidence.

Main Results

The programme successfully educated 26 new learners. Participants completed eight compulsory training modules (totalling 136 hours); 160 hours or more of internships, advising five companies each; 14 hours of reflection group meetings, 22 hours of seminars and a six-day study trip to Ireland and a four-day trip around Estonia. There was then optional individual study, the preparation of internship reports and final portfolios, and then participation in the professional exam.

In total, 17 experienced advisors acted as mentors. They engaged in 14 hours of co-vision meetings and up to 128 hours of individual mentoring. A five-day mentor study trip to Denmark also took place.

Of the 26 learners, 14 passed the national Occupational Qualification Certificate exam and became certified rural advisors in seven different specialisations. All 26 received a certificate of completion. Three graduates have not yet met the full requirements but can complete their training later and begin work as advisors. Overall, the project produced qualified advisors in ten specialisation areas, contributing directly to the renewal and expansion of Estonia’s rural advisory system.

These new advisors enable cross-sectoral collaboration and more holistic support for farm enterprises with multiple fields of activity. While certification is not mandatory in Estonia, it was a positive signal that more than half of the learners chose to formalise their competence. This helps raise the profile and credibility of advisory services among rural entrepreneurs, contributing to improved service quality and trust across the sector. 

Key lessons

One of the most valued outcomes of the programme, as highlighted by participants during their portfolio presentations, was the formation of a strong peer network. Many learners emphasised that the connections and mutual support they developed were the most lasting and meaningful result of the experience.

The project metaphorically ‘planted a tree of advisors’. For this tree to grow and bear fruit, continued cooperation and development are essential, from both the advisors themselves and the institutions supporting them.

In Estonia, advisors are often private entrepreneurs and may view each other as competitors. However, this programme helped shift that mindset. Participants began to see one another as collaborators rather than rivals, which could lay the foundation for long-term professional partnerships.