Roots in the land, reach on Instagram: The modern life of Farmer Tõnis.

Roots in the land, reach on Instagram: The modern life of Farmer Tõnis.

Farmer Tõnis, whose real name is Tõnis Soopalu, is an Estonian farmer and social media influencer. He manages a 280-hectare farm in Jõgeva County, where he cultivates winter wheat, winter barley, rapeseed, spring barley, and field peas. Tõnis is also a good friend and partner of eAgronom, whose fields also hosted eAgronomi's very successful and popular cover crops field day this autumn, where we experimented with different sowing methods and technologies, comparing different types of intercrops and more.

Farming is not just a job. It is a lifestyle that requires commitment, adaptability, and constant learning. We spoke to Farmer Tõnis about his journey, how farming came into his life, the lessons that have shaped him, and how he balances work and family life. We also explored how being a social media influencer has influenced his life as a farmer.

Growing Together: Farmer's Stories is a blog series dedicated to shedding light on the lives, challenges, and philosophies of farmers who keep our communities nourished and our resources abundant. In each story, we dive into the personal stories of farmers from all walks of life, bringing you closer to the fields, farms, and everyday realities of those who dedicate themselves to this vital work.

Our aim is twofold: to bridge the gap between consumers and the agricultural world, providing insight into the hard work and resilience that goes into producing the food and resources we rely on daily, and to foster a space for fellow farmers and agriculture enthusiasts to exchange ideas, share their unique approaches, and find inspiration in each other’s journeys.

Let's start with the most crucial question - how did you end up in farming? Did farming find you, or did you find farming?

My father started farming when land restitution took place in the early 90s. At one point, Belarusi and Niva combine harvesters began appearing on the farm, and I always tagged along. When it was harvest time, I remember sitting in the Niva combine, a big, ugly, noisy thing, smoking and dusty machine. Dad always had the door open while driving because to operate the machine, besides steering, you also needed to use your hearing - if something started to break, you could hear it. I sat on the combine ladder and enjoyed the dust and noise all day. I’d sleep in the corner of the cab when I got tired.

When I was tall enough to reach the pedals of the Belarus tractor and push the clutch, I started doing simple jobs for my father - like driving the tractor to pick up stones. At that time, I had no plans to become a farmer. Farming was interesting to me, especially from the machinery side, and I didn’t care about the rest of the subject; it was something that my father did, but I wasn't very interested in it.

I'm a political scientist by education, and I was planning to go on to a bachelor's degree in international relations, and at some point, I planned to find a so-called ‘Normal job.' I planned to continue my studies in the Master’s and study international relations, but then agriculture got to me. My father wanted to focus on his other business, and we had almost 100 hectares of farmland then. There was also an opportunity to apply for a young farmer's grant of 40000 euros. The only conditions were that you needed the proper education and experience in farming. I had the experience, so my next step was to obtain the required education, and that’s why I went to Särevere Vocational School, where I did a one-year course.

Ultimately, I got the grant and immediately bought a new tractor because I was unwilling to work with Belarus - health and comfort are my top priorities.

All in all, it was a coincidence. It was undoubtedly shaped by what I had experienced as a child and the belief that it is possible to develop in agriculture and do things better. My big dream has always been to build and grow my farm. Today, my priorities have changed slightly.

Every start is full of challenges. What challenges did you face when starting in farming, and how did you overcome them?

The hardest part was that I didn't know anything. Even after graduating from the vocational school, it was about consolidating a little bit of knowledge I had, and on top of that, I got more knowledge. Still, nobody really teaches you how to be a farmer. In the beginning, many mistakes were made due to a lack of experience and knowledge - making mistakes with fertilizing or doing work that really shouldn't have been done, which wasted a lot of personal time and caused many sleepless nights. I should have been more thoughtful about some things.

On the other hand, now I have much more land, bigger machines, and more work to do, but I am trying to do it more wisely. If I worked the same way today as I did back then, I would need more time to finish something. 

Regarding coping with challenges, I've been fortunate to have my dad by my side. I’m a more emotional type of person, and he's the experienced and calm one. He's been a good reference point if the emotional temperature gets too high for me. The challenges haven't been physical but rather mental. For example, there is frustration when things don't go as they should, primarily because of the weather. For me, it's essential to always have a good result at work. Fortunately, all these experiences and all these years have hardened me.

In addition, having a family and children has made me realize that I have to be there for them, although I could certainly do more in the fields. But it helps to put things into perspective. Ten years ago, I would have gone out into the field and done whatever work I could, whatever the time of day, but today, I want to get home at the right time to spend time with my family and be present. I get out of the field, and that’s it. Nothing happens when I leave, and the world doesn’t collapse!

Today, you have over 11 thousand followers on Instagram. How did the idea of sharing your farming life on Instagram come about? Was there an external or internal motivator that directed you to introduce your activities to a broader audience?

There have been internal and external motivators at play. I've been following the U.S. farmers on YouTube for a long time, and at one point, I started to think that something like this could exist in Estonia. I searched and researched, but unfortunately, I found no one who would create and share such content. 

The external factor was my wife, who navigates the Instagram world like an expert. I didn't have an Instagram account and didn’t know what was happening there, what to do, or how it worked. My first post was about cleaning a combine harvester. My wife encouraged me to give it a go, saying there are many challenges in farming, so one extra challenge won’t break me. That's how my Instagram journey began. 

What has been the feedback from your followers? Has there been a particularly memorable moment or comment that has had an impact on you?

There have been plenty of comments. For some reason, Estonians are not particularly good at complimenting other people, but I’ve been lucky to have received plenty of good feedback. All the comments have been inspiring in their own way. Some people have said that they also have a father who is a farmer and that the issue of mental health is essential to them because they have seen how difficult that occupation can be.

Some people know nothing about farming, but I have brought it closer to them and helped them understand what farmers do and what goes on in agriculture. It's very nice to have comments like that. I get about 10 to 20 letters daily - people asking questions, just writing, wishing me strength and fortitude.

It's the best sign of quality when people take the time to write to me. 

A person learns all their life. What have been your biggest lessons in farming, and what have you learned through them?

One of the biggest lessons is not to take things too seriously. There's a lot of chaos in farming, and I've felt that anxiety quite a lot, especially since I first started farming. You're out in a field, and it starts to rain, meaning work gets undone. It was hard for me at first, but now I think about it: "Lord, how stupid!" (laughs).

After all, there's always the next day and the day after that, so why worry? I've learned to take things more freely, but you can't take things too freely either because then you risk becoming too lazy.

Another lesson is that you shouldn’t take everything other farmers say too seriously. Everyone has their point of view, and you can't compare different people's experiences one-to-one with your own. You can use that knowledge and information but must adjust it based on you and your business situation and its needs. Copying everything one-to-one can lead to bankruptcy. The same applies to the various fertilizers and miracle cures - if they worked wonders, all farmers would use them, but they don't, and there is a reason for that. So, a farmer's wisdom and a critical eye are essential.

The third lesson is that I was closed-minded for many years. I thought I was doing things right, even though the results were only sometimes so good. Thanks to Instagram, I've changed and started experimenting more. I'm now more open and willing to try new approaches. It has allowed me to meet new people and learn many new things.

I've mentioned that I'm an extroverted introvert. I feel anxious before meetings, but during meetings, it goes away, and I communicate freely. Life has shown that this is a handy skill.

If you were approached by a newbie farmer who was an IT guy yesterday but got fed up with working in an office and bought himself a plot of land, a tractor, a combine harvester, and a seed drill and now wants to become a farmer, what would be your top three recommendations?

My first recommendation would be. Sell those things and get back to your IT!

I'm just kidding. If you want to bury your money in it, for example, in grain farming, you first must make huge investments and understand that it’s a long process before you start to see any returns in terms of money.

That's why my first recommendation is to create a proper business plan. If it looks like a good plan, take 50% off and see if it is still viable. You need to have a plan B, C, and maybe even D if things don't go as you think they will.

Secondly, it is essential to talk with other farmers. If you're doing everything alone and are unhappy with the results, network and learn from other people's experiences. But as I said before, don't just copy others; adapt and adjust their knowledge to your situation.

Thirdly, I recommend talking to your loved ones. If your loved ones have never been involved in farming, they may not understand the time and stress the job entails. I have been with my wife for 15 years, and she sometimes still wonders why I’m not back home at the right time. Sometimes, there are time-critical moments when you have to finish the job because the result could be completely different the next day. The' drive' keeps a farmer in the field - believing you must get the job done for a good result.

On the one hand, farming is your job. On the other hand, it's a lifestyle. How do you balance work and personal life?

To be honest - there is no balance. Work is my life. It's funny and sad at the same time. When we go somewhere with the family, we always take a trip to the fields (laughs). It's tough to switch off. I'm responsible for all the work and want to keep my finger on the pulse of everything. I prefer to rest abroad; I can't work there. But I'm learning how to improve at switching off from work. A few good hobbies will help.

My friends ride motorbikes, but I don't want to ride - a friend recently had an accident and was hospitalized right before harvesting season. Luckily, he got well, but it was a cautionary tale nonetheless. In the winter, I go mountain skiing, which helps me to recharge batteries. At home, we barbecue and walk in nature with the family. It helps to take my mind off things, even though my work tends to be on my mind. That's a big problem for farmers - especially for one-person-business farmers like me. You can focus on the big picture if you're a big business manager, but I must deal with the little things. So, finding a work-life balance takes time.

Social media is also a hobby of mine. Even though it's related to my work in agriculture, it's also rewarding in its own right - analyzing what I'm doing, editing videos, and thinking about how to do things better.

What motivates and inspires you most about farming?

The fact that I can see the result of my work very clearly. Even though the weather determines much of our work, I can influence 30% of things. Every time I drive a machine over a field, it has some result. It would be difficult for me to be a small cog in an extensive system where my contribution to the result is negligible.

There is always something to learn in farming. Although agriculture may seem conservative, it is now driven by technology and innovation. Every day, there is an opportunity to find new solutions and ideas for improving the job. When you're outside the field, you only see a tractor driving in the field, but you don't know what's happening inside. My mission is - to show what farming is like, the sacrifices that must be made, and the joys it brings.

Social media has motivated me to think more about what I do. Before I present something, I think carefully about the best way to do it. Sometimes, I deliberately make provocative Instagram Stories to get feedback and hear other farmers' thoughts. But most of the time, the content I create is just as genuine as real life. This has been a great motivator as the farming industry has been very difficult in recent years. If I didn't have Instagram, I wonder if I'd still be a farmer today.

Hopefully, you enjoyed reading the story of Farmer Tõnis, as much as we enjoyed having the conversation with him.

If you could ask a question of Tõnis, what would it be?