Estonian investor's planned buyout of Rīgas piena kombināts sparks concern over popular Latvian cheese brand

News that Falber Investments, the parent company of Estonian dairy producer Agrone, has signed an agreement to acquire the AS Rīgas piena kombināts group has generated significant public reaction on social media. The group also includes AS Valmieras piens and produces the popular curd snack brand 'Kārums'.

The deal has not yet been finalized — it still requires approval from competition authorities in both Latvia and Estonia. Nonetheless, discussion about potential changes to the brand has already begun.

Marketing specialist voices worry

Marketing specialist Alina Zizina shared her concerns on LinkedIn about the brand's future, speculating whether the packaging design, colors, or even the spelling of the product name could change. She noted the deal should not be framed as 'Latvians selling Kārums', since Rīgas piena kombināts had already been under foreign ownership before this transaction.

Her post referenced a joke made by former Estonian president Toomas Hendrik Ilves after the acquisition news broke, suggesting the brand name might be altered.

Commenters recall ownership history

In the comments, users pointed out that the company has changed hands multiple times over the past decades — from Estonian to Latvian owners, then to a Ukrainian businessman, later to Dutch investors, and most recently to China-based owners. Some commenters expressed frustration over the repeated changes in ownership, drawing comparisons to other Latvian companies sold to foreign investors. Others expressed a more positive view toward the possibility of a rebrand.