“Business development work is enjoyable because new problems and questions constantly arise that need to be solved.”
Published: October 2023
This is exactly how Maag Food’s Director of Business Development and Planning, Martin Küüsmaa, describes his work. He adds that these challenges are never simple either—because if they were, someone else would have already solved them.
Martin, who works as a debate coach in his free time, actually entered the food industry quite by chance.
What is your professional background? How much did you know about the company before joining?
2023. As of 2023, I have been working at the company for almost nine years. My current position is Director of Business Development and Planning, and I have also temporarily taken on the responsibilities of Logistics Director.
I have mainly worked in the food industry, with experience in production planning, finance, and supply chain management. Earlier in my career, I also had some exposure to investment banking and the furniture industry.
The fact that the parent company also includes Rakvere and Tallegg—or that these brands are part of the same company—was a surprise to me. The brands themselves, of course, need no introduction in Estonia; I have probably been consuming our products since birth.
When deciding to join the company, the deciding factor was that my future manager made a very positive impression during the interview.
What sparked your interest in working in the food industry, and what has influenced that interest?
Ending up in the food industry was completely by chance. I believe that with a background in economics and business management, many doors are open to me, and the company’s field of activity is not necessarily the most important factor, as long as it aligns with my values and does not cross ethical boundaries.
What do you remember from the time when you started working with us?Mis meenub sulle ajast, mil meil tööd alustasid?
That was quite a long time ago 😊. I think the onboarding process was relatively easy, as my direct manager quickly involved me in various projects.
I started in the Group Strategy Department as a Project Manager. I have changed positions several times during my time here, and perhaps the most challenging transition was taking over the role of Logistics Director temporarily with very little notice.
What does your everyday work look like? What are your specific responsibilities?
In the area of business development, my main responsibility is managing long-term projects. I like to say that my role is to help ensure that the 10-year-old children of today will still be buying our products 10 years from now.
In terms of planning, I am responsible for ensuring that raw material purchasing, production, and sales planning work together smoothly. This would not be possible without the direct managers of these departments.
What is the most challenging part of your job? Aga kõige huvitavam?
The most challenging part is probably translating complex business processes and projects into future financial outcomes, because our company is so large that every decision has many side effects. Assessing major decisions correctly requires a great deal of mental effort, and at the same time, the responsibility is significant, because we are not managing our own money—we are managing the owners’ resources.
The most interesting part of my work and the field of business development is that projects are constantly moving forward—there is no routine. I also appreciate that I get to deal with challenges across the entire value chain: from feed production and animal farming all the way to delivering finished products to customers.
What are the reasons you enjoy your work?
Business development work is enjoyable because new problems and questions constantly arise that need to be solved. These challenges are never simple either, because if they were, someone else would have already solved them.
It is also a positive aspect that we are part of an international company and that many of my colleagues have been with the company for a very long time.
At the same time, it is both challenging and rewarding to know that we provide food for a large part of Estonia and Latvia. The activities of our company have a significant impact on society.
What are the qualities that you need in your work?
A Director of Business Development and Planning needs excellent information processing and organisational skills, financial knowledge, logical thinking, and imagination.
It is also important to be able to work well with people, as the role does not rely heavily on formal authority. It is impossible to manage without Excel and PowerPoint as well.
Please describe your work environment – what is it like to work here?
The best work environment is created by competent colleagues, and fortunately, I have plenty of them around me. Our people are experienced, friendly, and sometimes even a little stubborn—but everyone needs to stand up for their own interests.
What have you learned from working at the company, and what skills have you gained?
I have learned a great deal about Scandinavian work culture, as I have held several group-level roles here.
I have also been able to put the skills acquired during my studies into practice, particularly in connecting strategic and operational levels and bringing different challenges together to find solutions.
How important are opportunities for growth and learning through work to you?
I consider it very important, but most of my learning happens through the tasks I carry out at work (what did I know about agriculture before… it turns out that today I know much more than I ever expected to in my lifetime) and through my colleagues. I have not attended school or any courses for a long time.
Let’s talk about food – what are your favourite products from our range?
I enjoy the various chicken products that have been launched in recent years, such as fillet steaks in herb butter marinade or chicken fries with cheese.
Rakvere sausages are a timeless classic, and in Finland the Via microwave meals are actually quite delicious. Sweden also has excellent pâtés, and I regularly buy the Rakvere pâté with fresh cream here in Estonia as well.
How do you manage balancing work and your personal life?
I believe I am quite good at balancing work and personal life. As long as the workload remains reasonable, I do not find it difficult to occasionally start work earlier or stay a little longer when needed.
What are your hobbies and interests outside of work? What do you enjoy doing in your free time?
I am quite involved in teaching debate, mainly as a volunteer at two high schools in Tallinn. I am an active member of the Estonian Debate Society and also serve as a judge at debate tournaments.
In addition, I enjoy travelling a lot—for example, I have already visited all the countries of mainland Europe—and I simply enjoy spending time in nature.
What principles do you follow in your work (and in life in general)? Do you have a favorite saying or truth that you live by?
I believe people should be honest and take responsibility for their actions—when they do, everything tends to work more smoothly.
I also believe that, in today’s world, the saying “We are what we protect, what we stand up for” is more relevant than ever. To me, it means that we are defined by what we choose to protect and the values we are willing to stand up for.
Values matter greatly to me, and I am always willing to forgive mistakes and failures when the intentions behind them were good.
