Balancing Innovation and Staying Connected to the Roots. An Interview with Diana Liva, Country Manager at eAgronom

Agriculture is undergoing a major transformation, where sustainability, innovation, and adaptability are more crucial than ever. As an agronomist and eAgronom Country Manager for Latvia, Lithuania, and Sweden, Diana Liva has navigated industry challenges while embracing personal opportunities to drive meaningful change.

Her journey - from a childhood surrounded by agriculture to a management role - is both inspiring and insightful. In this interview, she shares her experience, offering valuable perspectives on leadership, work-life balance, and the keys to success in an ever-evolving agribusiness landscape. With hands-on experience and a strategic vision, she continues to play a vital role in shaping the future of sustainable farming.

Can you introduce yourself and tell us about your role at eAgronom?

I’m Diana Liva, Country Manager and agronomist for Latvia, Lithuania, and Sweden at eAgronom. My focus in the company is to expand our mission by helping farmers adopt more sustainable practices while improving their profitability. To achieve this, I work closely with farmers as well as our partners in these countries.

Tell us a bit about your background. Why did you choose the agricultural industry?

I come from a region that is in the heart of agriculture in Latvia, known for its fertile land and large farms. While some of my distant relatives own one of those farms, I was never really a part of it - I grew up in the city. My connection to agriculture as a child was mostly limited to running through flowering rapeseed fields next to my home and giving my mom an extra laundry to deal with. In high school, I conducted biology research that earned recognition and granted me direct admission to either the agriculture or veterinary faculty in Latvia University of Life Sciences and Technologies. However, at that time, agriculture wasn’t my first choice. It was only just before applying to university that I decided to take this opportunity and study it.

You have been the head agronomist of a farm in Latvia, what were your duties?

I was responsible for overseeing the farm's daily operations and worked closely with a team of eight employees, some with strong agricultural expertise. I managed all crop production activities, from sowing to harvest, while ensuring compliance with various certifications. This included seed production standards, and one third of the farm was under organic certification. Later, I also contributed to establishing an organic grain cooperative, where one of the storage locations was at our farm, to support and expand organic farming in Latvia and Baltics in general.

During a video-shooting for award ceremony “Sējējs” (eng “Sower”), 2021

Can you tell us how you first got involved with eAgronom, what attracted you to the company, and how the shift from farm production to the current role has impacted your perspective?

My journey with eAgronom began when I first used the company's software for farm operations and I appreciated the company's way of working with farmers. When I stepped away from production, eAgronom offered the right opportunity at the right time. I started as an Account Manager, later taking on the role of Agronomist, and within a year, I moved into the role as Country Manager. Over time, my responsibilities expanded to multiple countries.

With the shift in fields, I'm sure that once you’ve been in real production, you can never fully leave it, but this change has allowed me to stay connected to the industry, just in a different way. I do have to admit, though, that I don’t mind enjoying hot summers a little more now, both - physically and mentally. 

What does a typical workday look like for you?

I’m an early riser, usually starting my day around 5-6 AM. My mornings begin with a workout, followed by getting my kids ready for kindergarten and school. I also make time for a homemade breakfast, which is usually my main meal of the day.

Workdays vary a lot depending on ongoing projects. Alongside managing operations across different countries, I’m also involved in policy-making here in Latvia, so some mornings start with working group discussions for such organizations like the European Commission or OECD, while others focus on more practical matters, like calls with local farmers. With shifting priorities and fast-moving developments, no two days are ever the same, which keeps things both interesting and challenging.

How do you manage workflows and coordination when overseeing operations across multiple countries?

It requires flexibility, as each market is at a different stage of development. Some are more established, while others are in the early stages, requiring tailored strategies. Time efficiency, clear communication, and strong partnerships are key, as is the ability to stay connected through digital tools, which play a major role in making it all possible. Occasional boots-on-the-ground visits are important in strengthening relationships with our farmers and partners, especially in the industry, where personal contact is still highly valued.

What are the most exciting projects you’ve been involved in at eAgronom?

At eAgronom, the excitement comes from the constant flow of new opportunities, not just one big project. The people in leadership are always bringing fresh challenges our way, and it’s up to you how much you want to take on. For me, I enjoy being part of the business team, where I can leverage my diverse experience, from agronomy to market strategy, alongside my academic background.

Establishing cover crop field trials in ZS Sillāči, 2024

Why is regenerative farming important, and what are the biggest misconceptions people have about it?

I believe the term “regenerative” partly answers the question itself, as its goal is to enhance sustainability without losing the progress we’ve already made. Like with most processes, there is no one-size-fits-all approach, the key is finding balance. The biggest misconception is that regenerative farming requires a complete overhaul of our current practices. In reality, we need tailored solutions specific to each area while recognizing that it’s not about the farming industry resisting change, but about how we rethink our current farming legacy and adapt it to maintain productivity in a more sustainable way.

You are pursuing your PhD in agrarian economics — can you tell us about your research and how it relates to your work at eAgronom?

I started my PhD around the same time I joined eAgronom, and what motivated me at that time was the wave of changes occurring in European agriculture. When I decided to continue my academic journey, I had a clear question: “How do we adapt farming practices to align with the upcoming changes?” Today, my research goes hand in hand with the work we do at eAgronom - understanding how climate change is affecting farming, particularly arable farms, and ensuring that the cost of these changes is not placed entirely on the farmers themselves.

Managing a demanding role can be challenging—how do you maintain your work-life balance, and what are some of your hobbies or passions outside of work?

A busy schedule definitely means limited downtime, but it’s important to prioritize activities that help to recharge. I have a strong passion for traveling and love discovering new places and cuisines, which is always an exciting part of the experience. I also dedicate time to staying active - low-impact cardio and regular weight training are key parts of my routine, with barre being a recent finding that I enjoy. Additionally, motorsports plays a big role in my life, thanks to my family's involvement.

Visiting local farm in the middle of Sicily, 2023

What’s the best career advice you’ve ever received?

It's really hard to choose one, but if I can name 3 of those, then - “pick your battles”, “focus on what you can control today”, and “take initiative”. By prioritizing what truly matters and not stressing about future uncertainties, it's easier to navigate challenges more effectively. As well as taking initiative, even when it feels outside your comfort zone, can lead to unexpected and rewarding growth.

What advice would you give to women looking to take leadership roles in the agricultural sector?

It will never be boring! To be more precise, in places like Lithuania and Latvia, nearly half of all farms are managed by women, and yet in countries like Denmark and the Netherlands, women make up less than 10% of farm managers. And despite the fact that men still make up the majority of landowners and operators across Europe, agriculture itself can feel like a very male-dominated industry. But there’s definitely a room for women here! It’s all about finding balance, even if it’s climbing up to those grain silos, knowing what it's needed to fix a tractor, or socializing with the team showing you're part of them. And, of course, you might be working with people who are twice or even three times your age, so gaining respect takes time. You'll have to make tough decisions, but the real art is earning trust while still keeping your shiny red nails.

What’s a fact about you that most of your colleagues might not know? 

This is not an easy one as I see myself as a really open person but most of my colleagues surely know my relation to the agricultural sector, what they might not know is that originally I was dedicated to become a dentist. I reconsidered just before applying and chose to use previously mentioned invitation to study agriculture, because I wanted to avoid chemistry courses - only to find myself in agriculture, where I ended up studying a full 2 year course of it, along with the chemical composition of minerals and rocks. Ironically, I completed them very well!

If you could give one piece of advice to someone looking to work at eAgronom, what would it be?

My advice would be to stay curious, be adaptable, and embrace the fast pace, because there will always be something new to learn.

Any final message for your colleagues and the agronomy community?

I'm truly excited that the agricultural industry is changing, and together, we have the opportunity to be a part of this transformation.