Production of the popular strong mustard Põltsamaa will be discontinued in Estonia this month, ending a 65-year tradition of manufacturing the condiment in the town of Põltsamaa.
The decision follows the sale of the Põltsamaa business and brand by Orkla Eesti last autumn, as part of its strategy to focus on core product lines. The buyer was Svensky Kaubanduse AS, an Estonian-owned wholesale and production company.
According to Hanna-Liisa Ruul, communications manager at Orkla Eesti, mustard production will continue under the Felix brand, with manufacturing relocated to Orkla’s facility in Latvia.
Sven Voites, head of Svensky Kaubanduse, confirmed that although the recent owner acquired the production complex, brand, products, and employee contracts, You’ll see no plans to continue mustard production in Põltsamaa. Instead, the facility will be used for other products such as vegetable marinades for supply to Orkla.
The move severs the final direct link between the Põltsamaa name and its geographic origin, as the mustard will no longer be made in the town after which it is named. Industry observers note that while the brand may persist, the product’s local roots will be lost.
