On February 19, 2026, the Estonian Publishers' Association announced Mart Juur as the Book Friend of the Year for 2025. This accolade recognizes individuals who have significantly contributed to literature and reading culture in Estonia. Juur has made a name for himself through engaging book presentations that have encouraged many to read, making him a beloved figure among the public.

This award has been given since 2014 and serves to highlight notable contributions in the fields of literature and publishing. Previous winners include institutions and individuals like the Tallinn Literary Centre and noteworthy literary advocates. The award aims not only to celebrate individual achievements but also to raise awareness about the importance of literature in society.

As part of the recognition, Juur will receive the best book of the year from 30 member publishers and a certificate to commemorate his achievement. This recognition of Mart Juur underscores the value placed on promoting reading and engaging with the literary community in Estonia, inspiring others to contribute to this cultural landscape.