A two-year EU-funded initiative to promote sustainable agriculture in Europe has successfully concluded, bolstering Northern Italy’s processed tomato exports to key markets. The “Tomato Sauce – Sustainable Agriculture in Central Europe” project, led by the Interprofessional Organization for Processing Tomatoes of Northern Italy (OI Pomodoro da Industria Nord Italia), focused on raising awareness of sustainable practices in the tomato supply chain among trade professionals in France and Germany, two of the largest buyers of Italian preserved tomato products.
TARGETED ENGAGEMENT AND DIGITAL OUTREACH
Running from March 2023 to March 2025, the campaign engaged journalists, buyers, and industry stakeholders through targeted newsletters, press releases, and direct outreach to leading trade publications. A dedicated website and LinkedIn presence played a central role, alongside a docuseries, “Truemato”, featuring industry insights into sustainable farming practices.
Participation in major industry trade shows—including Anuga in Cologne (October 2023), Cibus in Parma (May 2024), and SIAL in Paris (October 2024)—provided direct engagement opportunities with market operators.
ITALIAN PROCESSED TOMATO EXPORTS MAINTAIN UPWARD TRAJECTORY
Italy’s processed tomato exports continued their growth trajectory in 2024, with total exports rising 4.2% year-on-year to €3.39 billion. Export volumes also expanded by 6.4% year-on-year
- Whole and chopped tomato products (peeled, pulped, cherry tomatoes) increased 1.5% to €1.66 billion
- Tomato-based products such as passata and concentrates hit a record €1.31 billion, up 6.8% from 2023.
- Ketchup and other tomato sauces rose 7.4% to €425 million
SHIFTS IN KEY EXPORT MARKETS
Germany and France remained Italy’s first- and third-largest markets for processed tomato products, with exports reaching €556 million and €338 million, respectively. While sales to France posted gains in 2024, shipments to Germany showed signs of slowing.
Austria emerged as a fast-growing destination, with Italian tomato exports soaring to €110 million, up from €75 million in 2023 and €34 million in 2022.