The Estonian Climate Ministry has opened a name contest for its new Nature House, managing to attract attention by involving field experts from the Miltton communications agency. This process came at a cost of €4,340, sparking discussions about the necessity and implications of investing public funds into such creative endeavors. The name selected, 'Taru', is a result of a comprehensive strategic creative process that explored naming practices both domestically and internationally for similar projects.

KT Karoli Noor, head of the communications department at the Climate Ministry, explained the rigorous name selection process that encapsulated various naming options and connections, resulting in the unique name 'Taru'. This choice reflects the building's extraordinary nature in both form and substance, distinguishing it from other buildings that also use the term 'nature house' in Estonia, such as Pernova Nature House and Tartu Nature House. Noor emphasized the importance of having a distinct name that aligns with the essence of the house and its future residents.

The initiative of naming a public facility involves not only practical implications but also raises questions about the management of public finances and community involvement in such processes. As such contests often ignite debates on priorities and the use of taxpayer money, it remains to be seen how this decision will resonate with the public and affect perceptions of the Climate Ministry's initiatives in promoting nature and sustainability.