The goal of Pärnumaa Flavors is to contribute to the promotion of local food and to bring it to Pärnu County’s schools, kindergartens, catering establishments, and family dinner tables. Pärnumaa Flavors began in 2018 when Pärnu County was selected as Estonia’s Food Region of the year. Throughout that year, numerous events and training sessions were organized, which brought significant attention to the flavors of Pärnumaa, even reaching the dining table of the President of Estonia.

Today, the Pärnumaa Flavors brand is driven by the NGO Roheliselt värske elu (Green Fresh Life), which was founded in 2015 with the aim of promoting the organic produce of local small farmers and a sustainable lifestyle in the region, while encouraging healthy living by setting an example. The leader of the association is Merle Einola.