From Olive Groves to Innovation Hubs: An Interview with Kristjan Undersow

When you think of agriculture, you might imagine tractors, fields, and traditions passed down through generations. But for Kristjan Undersow, eAgronom Country Manager of Estonia, agriculture is also about rhythm, creativity, and connection - whether that’s learned on an olive plantation in Australia, behind a drum kit, or through a podcast microphone. Kristjan has built a career that bridges the timeless work of farming with the fast-moving world of agtech at eAgronom, where he now leads operations in Estonia. 

From funky sock traditions to cycling adventures, from hosting conversations that demystify agriculture to championing sustainable food production, his story is one of curiosity, adaptability, and a drive to bring people together.

What led you to eAgronom, and what is your current role focused on?

Initially, I noticed eAgronom in newspapers during the early days when they finalised their investment seed round. Then, by chance, I met this developer who, back at the time, was working here, and we clicked right away. Pretty quickly, we started talking about agriculture and realised that besides a good connection, I could be of good addition to the company as they were just in the beginning stages of expanding to the rest of the Baltics. Unfortunately, due to a change of focus, that time we remained connected, but nothing came of it. Two years later, I noticed they were looking for a sales rep, and fast forward a few months, and I began my journey at eAagronom. 6 years later, and here I am today, overseeing the operations of the Estonian market. 

You’ve had quite an international journey - can you tell us how your time in Australia influenced your path into agriculture?

Working in a vast country, such as Australia, provides a perfect setting for reflection, especially when the closest link to civilization is 2 hours away. Working in an olive plantation gave me the realisation that agriculture as an industry is so remarkable. I did study agronomy in university, yet I never made the full connection, which was mainly due to a lack of practical experience. Working in different plantations, grain farms, and through the entire production cycle gave me a full insight into how people work with nature to produce food. That made the “click” in my head that I was still on the right path; I just needed to travel to downunder to understand that. 

From your perspective, what makes working in agtech meaningful? Are there any particular projects at eAgronom you’re especially proud of?

My experience in eAgronom has given me the chance to work with the people in the industry and bring them closer to this digital evolution, which unlocks so many new opportunities that can be translated into human language - data and software. I noticed that not everything we promote is immediately understood and welcomed. There is a bit of explaining and leading by example to make it work. Therefore, we have organised various field days which have been, for me at least, the biggest milestones that have helped us reach the farming community and food industry to learn and grow together. To connect all parties involved and try to work together towards a common goal - sustainable food production.

What has surprised you most about working in the agriculture sector, especially from a tech perspective?

At first, I thought it was surprising how convinced farmers were about their own Excel and notebooks. I guess that’s just the nature of a habit - if you are used to doing something for a long time, then it can be very challenging just to change your habit overnight. Then again, along the way, I was surprised how easily some farmers could adapt to the changing environment and make the switch of habits. Such a contrast was quite surprising to me. Over the years, something that I have started to admire was the fact how entrepreneurial farmers are - the hard work and dedication to build and improve.

How would your teammates describe your role on the team - both professionally and personally?

The first thing that comes to mind is the “yes-man” mentality. No task is too big for us, and saying yes to opportunities that reveal themselves is worth doing. Not all of them, of course, but the ones that make most sense in a given situation. Other than that, I think that I am there for them and ready to jump into the unknown with them and try to untie “that” knot. Also, I tend to stay positive in every situation to keep the spirits high and get things done. It would be awesome to see if that’s the reality. 

You’re one of the hosts of Kabiinijutud, eAgronom’s internal podcast. What inspired you to start it, and what has the experience been like so far?

Well, initially, there was an idea of how we talk about our mission and our topics in a more open setting to try to ease the myths, jargon, and groundless hearsay around it. Both me and my beloved co-host, Elmar enjoyed having conversations where we discussed a variety of topics, regarding eAgronom or agriculture in general. It was a natural transition to a new venture with microphones in front of us. Over the years, it has grown into a platform that has given us an opportunity to talk about topics that are current and make sense in this industry. Additionally, it has opened the door to networking and meeting people from and out of the industry to better understand subjects that are directly or indirectly all connected. 

The idea blossomed into an opportunity to create content and put it all out there for everyone to consume and think along. We aim to be the bridge between country folk and city folk, as there are misconceptions out there that we want to address and discuss openly. The journey so far has been incredible in a way that there has been a lot of learning and growing into the role of a content creator. In the beginning, we never thought it would take us this far and beyond. 

You bring a unique blend of creativity and technical expertise to your work. How has your background as a DJ and musician shaped your approach to collaboration and innovation?

Well, I would say that as a drummer, I have always looked for a beat to dance to or march to. It’s always about finding the right beat that gets you going in the right direction. With music, and any creative activity, really, it’s in your hands how you maintain continuity, and if it’s off-beat, well then you reset, and keep going until you find it - it can take you a while, but it can snap you right back in. Just recently, I had the pleasure of bringing those 2 worlds together as well when we organised a gathering with farmers in our office in Tallinn, which turned out to be the unofficial after party of the event and one of the guest speakers, who is also a great DJ during after hours, was keen on playing tunes during the gathering. That gave me confidence that it’s possible, and the industry we so often label as “conservative” can be quite fun and not so conservative as well. It felt like we broke some barriers and managed to erase some way too old convictions. 

We’ve heard about your past musical ventures - including a band with a well-known Estonian personality. Can you share a bit about that chapter of your life?

Ah, yes. Well, being one of those young people out there and seeing globally recognised rock bands on stages and television, led a group of young people to a dream which formed into an idea of a band. With no musical education, just a will to get together and create music, it took quite some of our time, sweat, and tears, which led us to play at various underground and above-ground festivals and events surrounded by like-minded people. The well-known personality became a personality after the fact, which has been quite the conversation on many occasions, year after year. In essence, it laid the foundation and passion towards music that I cherish to this day. You can still see me tapping my hands/fingers/feet to the beat and melody that surrounds me. 

Cycling seems to be more than just a hobby for you. What does it bring to your daily routine and mindset?

I have always been a fan of light mobility vehicles, whether it’s a bicycle, longboard, roller skates, snowboard, push bike, or any other similar object. Living in a relatively small city has allowed me to choose what type of vehicle takes me from point A to point B. Thus, making the journey a tad more enjoyable. I try to bike, or use a longboard, or just recently with kids, a cargo bike, to various locations, be it work, stores, events, friends’ or parents’ place. This also allows me to take time and, well, stay active as well. Taking time to experiment with different vehicles it requires me to appreciate time and plan as well. Another great addition to choosing these types of vehicles is unlocking locations that could not be accessed otherwise, such as crossing pedestrian bridges or parks in Copenhagen, or Amsterdam, or all the hidden corners of Tartu, Tallinn, or hiking trails in a variety of Estonian forests.

And then there are the socks - your collection has become something of a legend around the office. What’s the story behind that tradition?

Well, it all began in 2015, when a group of young boys and girls who attended Lions International Youth camp, of which I had the privilege of belonging to the organisational team, gave me 2 pairs of funky socks as a farewell gift, which best described my personality. Ever since then, I have been a sucker for funny-looking socks, whether they are completely different or look like I am wearing a pair of lemons or potatoes around my feet. Nowadays, if one sock is too worn, and normally I would have thrown both away, I keep one that is still good enough, and I try to match it with another single sock in my drawer that is similarly close enough, so in the end, I get a new pair of socks. 

Outside of work, how do you stay creatively energized or unwind after a long week?

As a father of two wonderful daughters, I am busy all the time trying to make their time worthwhile and supporting them in exploring the environment around them. This takes me either riding bikes or building LEGO cities, or exploring the nature at our summer home or hiking trails. Other than that, I enjoy the world of mixed martial arts as a fan of the sport. As a true Estonian, I like a bit of garden work or construction work around the house as well. 

What would you say to someone considering joining eAgronom - any advice or reflections to share?

If you are passionate about agriculture and food production and want to make a difference by contributing to the journey towards sustainable food production and digitizing agriculture with bright minds and fun people around you, this is the place for you. 

Finally, how would you complete this sentence: “Working at eAgronom is like…”?

Working at eAgronom is like exploring uncharted territory - you leap into the unknown, learn fast, and build the path as you go.