More Than an Account Manager: A Conversation with Elmar Reinhold

If you’ve ever had a question about our farm management system, chances are Elmar Reinhold had the answer - usually delivered with a smile and a good laugh. As eAgronom’s Estonian Account Manager, he works closely with farmers to make digital tools feel less like a burden. But beyond customer support about our software Elmar has a diverse background and a surprising list of passions: from performing science shows around the world in the past to baking his legendary sourdough bread.

His journey is anything but typical - and that’s exactly what makes it worth sharing. Let’s get to know Elmar.

Tell us a bit about yourself - what’s your background, and how did you end up in your current role?

My background is really colorful and not exactly farming-related. I grew up in a typical Estonian post-Soviet countryside in the middle of fields, forests, and bogs, but had no connection to farming.

After high school, I had absolutely no idea what to do, so I ended up in Tallinn University studying to become an industrial arts teacher. A few months later, I decided to start my compulsory service in the Estonian Defence Forces which led to me ending my studies early to join the Estonian Navy.

The training there was 11 months long, and I realized I’d be on my own by December. So I applied to the Estonian Military Academy to become one of the first Estonian-trained maritime officers. That brought me to Tartu (and back to Tallinn as well), but in my third year I had to quit my studies due to a physical injury.

After that, I permanently moved to Tartu and gave myself the chance to work in different furniture workshops. At one point my path moved towards the Science Centre AHHAA to become an explainer. I worked my way up to become a science theatre performer and I started performing in schools all over Estonia, eventually travelling the world - from Iceland to China - with explosion-filled shows. I ended up as the head of the program, responsible for all performances, educational programs, and events.

But after a while, I felt I needed a change. A good friend of mine posted a job offer to become eAgronom’s Estonian Account Manager. I applied, got the job, and started to work here the same week Estonia went into lockdown due to COVID. That same week, eAgronom had to make some cuts, but my manager made it very clear: “Elmar stays.” And guess what, I’ve stayed now for five years.

What does a typical day in your job as an Account Manager look like?

If there was ever a typical day. I’m based in our main office in Tartu. You know I’m there when you can hear weird heavy music or you see some selfmade pastries in the office’s kitchen. My daily tasks as an Account Manager include farmer training, customer support via phone, chat, and email, managing yearly subscription updates, filing and investigating platform bugs, fixing farmer data for the carbon program, and helping with farmer events. The list really goes on.

What do you enjoy most about working with farmers?

Farmers are the most down-to-earth people I know - both literally and figuratively. If you approach them with sincerity, they become the best partners you could ask for. Being a farmer is far from easy. On top of their daily workload, they face huge amounts of bureaucracy. My goal is to make as many of those details as easy and understandable as possible.

It always makes me smile when I call my farmers and ask if they have time for a quick chat, and they respond: “For you, Elmar, I always have time.” That’s when I know I’ve done something right.

If you had to explain your job to a 5-year-old, how would you do it?

Farmers work day and night to grow food for us. My job is to help them get more money from the government by making it really easy to write down everything they’ve done. If they don’t know how, they can call or write to me, and I’ll show them the easiest way.

If you were a farmer, what kind of farm would you have? And what would you name your favorite cow?

I’ve always wanted to grow two very specific crops: peas and radishes. Even though I see firsthand how hard farming can be, I’ve thought more than once that I’d like to be a farmer someday. And who knows, looking at my background, I wouldn’t rule it out.

And as for the cow - her name would be Ford Sierra. Just for giggles... and for that stuff she makes (besides milk).

What’s the weirdest or funniest request a farmer has ever asked you?

The best one by far was a request for a tool to change the weather. The farmer said, “If you can pull that off, I’ll be a lifelong client to eAgronom.”

Technically, there are ways to influence weather, but they go against everything we’re working toward as a company. So instead, we try to help farmers adapt to the weather they’re given. And who knows—if we manage to save the climate with our farmers, we’ve basically fulfilled that request. A tool that changes weather, just in a different way.

If you had to live on a farm for a week with only three items, what would you bring?

Honestly, I think farms are the easiest places to live. They have food, shelter, warmth, and great people.

If I had to choose three items, I’d bring:

• A bottle of good liquor

• A solid pair of boots

• A pair of work gloves

With those, I’d get by just fine - helping out with some manual labor and sharing a drink with the farmer.

If you could change one thing about farming with the snap of your fingers, what would it be?

The general understanding of it.

Before I joined eAgronom, I had a very vague idea of how food production and nutrition work. Many people still think food just appears on our plate out of thin air. But farmers deal with a lot of challenges - twists, regulations, and pressure.

If we as consumers understood that better, policymakers might feel more pressure to support agriculture, make it more profitable, and keep the sector alive and thriving.

You like to cook. What’s one dish you’ve perfected, and what’s one you’re still trying to master?

I do have my signature “dish” that people ask for - my sourdough rye bread. I’ve been making it for about five years now and it keeps getting better and better. I don’t believe in perfecting a dish, but I do believe in finding new and innovative ways to make it more interesting. Last year, I tried a Christmas version with dried fruits and my father’s smoked meat.

Food is a form of art for me, and I like to challenge myself with visually impressive or technically tricky dishes. One I’m still trying to master is pizza dough. I’ve been introduced to authentic methods and ingredients, and I’m determined to get it right.

What’s a common mistake people make when baking it?

The most common mistake is not baking it at all. Not because people forgot how to put it in the oven - but because they think it’s too hard to try. It really isn’t. You just need to start with basic ingredients and a simple loaf. Once you’ve got that down, you can start experimenting. Sourdough, especially, is a great “animal” that doesn’t demand too much and rewards you with some of the best bread you’ll ever taste - especially when you make it yourself.

Talking about grain, the UnTappd app shows that you are a craft beer enthusiast with over 200 unique beers on your list. What makes a beer good and what’s your favourite?

I do enjoy craft beers and have been tasting and ranking them for years. Like with food, taste is personal. Many people dislike IPAs, but I’ve grown fond of fruity, citrusy ones. Double or triple IPAs have this smooth, satin-like texture. Of course it comes with a high price of high alcohol percent. 

One of my all-time favorites is Estonian Kosmos New England IPA from “Põhjala Brewery”. I also love my hometown brewery Pühaste made beers. Their Maramara and Superdelic series are excellent.

Last fall, I visited Florida and it was heaven for hazy IPA lovers. Every place had something great. I always recommend visiting local breweries—you never know what gems you’ll find.

What’s the story behind your DJ duo, Ko(o)ma? How did it start?

I’ve always been into music - not just listening, but making it. I studied clarinet in music school, played guitar and bass in bands, and eventually co-founded Ko(o)ma with a good friend of mine. The name means both "commander" and "coma." Even though I consider myself a metalhead, I definitely know how to make people dance until morning with the right tracks. Who knows, maybe we’ll play a venue near you someday.

If you could open for any artist or band, who would it be?

Definitely Foo Fighters. They’re one of the best live bands out there, and it would be incredible just to hang out and jam with them. But in today’s world who knows - that might happen whenever wherever. 

You are also a LEGO guy! What’s the most challenging LEGO build you’ve ever completed?

I even once had the nickname “LEGO guy” because I wore a LEGO minifigure as a necklace pendant. I’ve always been fascinated by LEGO, and I still am. The world of creativity these small bricks open up is just something that one’s age can’t limit. I even have The Office LEGO set on display at home. My most challenging build is actually waiting to happen—it’s a fan-invented alternate model of Batman’s Tumbler. I’m saving it for my next vacation.

If you could design your own custom LEGO set, what would it be? A farm maybe?

Actually, I’ve dreamed about working for LEGO to help them create new and exciting sets. Farming is something they’ve already explored before, but I’d love to see more farming machinery. A large sized crop harvester with working guts would be something really awesome.

What’s the most valuable lesson you learned from leading a labor camp?

Don’t underestimate what young people can do. People often say today’s youth is doomed, but it’s usually the older generation holding them back. Sure, young people mess up from time to time, but that’s how we all learn. Denying them the opportunity to act is not just wrong; it’s absurd.

I see the same in farming. I hope the younger generation earns enough trust to take the lead and bring real change in the industry.

If you had to lead a survival-style camp today, what would be your top three rules?

Rule #1: Make yourself findable. Create fire, smoke, noise—anything to signal distress. Survival gets easier if someone knows you need help. Ideally, don’t end up in distress, but since you are, use whatever you can to stand out from your surroundings. The goal is to get out fast, likely with someone’s help. So if you're heading into the wild, let someone know where you're going and for how long.

Rule #2: Start doing something. People tend to lock up in distress and miss vital small steps to start saving themselves. Try to calm down and start thinking rationally. Look at your surroundings. Mark what you have with you. Start making small steps towards coming out of the situation you are in and trying to get out of.

Rule #3: Don’t panic. As Douglas Adams says in The Hitchhiker’s Guide to the Galaxy: “If you’re stuck under a giant boulder with no hope of rescue, consider how lucky you are - either because life’s been good, or because it won’t trouble you much longer.” Humor helps in impossible situations. So does staying calm.

What’s your secret talent or something surprising about you?

Even though I’m an introvert, I have a lot of skills people already know about. But one thing I don't often show is my drawing skill. I’ve been sketching cartoons and doodles since kindergarten. A while back, I even started a version of Munchkin’s board game with my own illustrations. I didn’t finish it—but who knows, maybe one day you’ll see a game with my art.

What’s your go-to joke when you want to make someone laugh?

I don’t really have a list of jokes—I’m just naturally funny at the moment. Most of the time my jokes are bad, but every now and then, I land a gem. But if someone laughs at The Office references, I know we’ll get along.