Estonian Ministry of Defence’s defence willingness project wins the Trade Innovation of the Year Award

The products and services launched during the reservists' week, organised by the Ministry of Defence, have won the Trade Innovation of the Year Award in the Trade Annual Congress competition. In addition, the project received the audience favourite vote. Within the framework of the project, the selected companies received the right to use the digital camouflage of the Defence Forces in marketing their products and services, in order to amplify a message on the importance of reservists for Estonian national defence among various social groups.

"Estonia's security and national defence depend on the contribution of the whole society, and entrepreneurs and employers who support our reservists deserve to be noticed and recognised by society," said Martin Reisner, Head of the Defence Willingness Department of the Ministry of Defence. According to him, a strong core force needs background effort, and the Ministry of Defence is pleased that so many companies have joined the initiative and found an opportunity to boost the prominence of all reservists in society, and not just their own employees.

According to Nele Peil, CEO of the Retailers' Association, the project stood out for its broad social impact, timely manner and positive approach. The competition panel has found the project to be an excellent example of successful cooperation between the public and private sectors with a wide-ranging impact. The project is characterised by extensive community involvement. It values the people at the heart of the implementation of defence capability and enables all groups in society, including businesses and individuals, to make a difference through consumption of the products and services created as part of the project.

In order to amplify the message, long-term cooperation agreements were signed with a number of key private sector partners, who launched products bearing the digital camouflage of the Defence Forces and contributed a share of their proceeds to the Reservists' Fund. Within the cooperation programme, Coop Pank introduced the Kaardivägi scheme, A. Le Coq launched the Arctic Sport energy drink and kvass with the reservists' digital camouflage, Goldtime came out with the Defence Willingness line of men's jewellery items, Balbiino expanded its product range with reservists' ice cream, Nordic Milk - with Tere milk for reservists, Apotheka added a 12-item food supplement range for reservists, and Linnamäe Lihatööstus produced tinned food for reservists.

In addition to the key partners, more than 230 private and public enterprises offered discounts as part of the Reservists' Week. For example, Olerex produced 100,000 reservists' coffee cups with the digital camouflage, Elron provided free train travel for reservists, and Balsnack supported participants in the Spring Storm military exercise with 20,000 food items. These companies are also donating a share of all digital camouflage product sale proceeds to the Reservists' Fund to support the development of the fighting spirit and capabilities of reservists.

The Reservists' Fund supports the participation of Estonian reservists in long-term training, acquisition of special equipment and development of cohesion, as well as giving recognition to the best individual reservists and entire units. Decisions on precise allocation of the resources received by the fund are made according to the needs of the Defence Forces and the Defence League and the amounts received. The fund is managed by the National Defence Promotion Foundation. The fund is open to all citizens and companies. Cooperation agreements have been signed with a number of businesses that donate a share of their proceeds to the fund.

It is also possible to make direct donations to the fund with income tax exemption:

Recipient: National Defence Promotion Foundation

EE704204278634045502

Registry code: 90008494

More information about the Reservists' Fund: https://kaitseministeerium.ee/et/reservvaelaste-fond

Additional information: [email protected]

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