Italy wants to expand the Brazilian processed tomato market

Italy and tomatoes form a binomial. Associating the country with the fruit and the fruit with the country is common and this is no coincidence. Each year, Italy produces 5.5 million tons of tomatoes – around 15% of world production. When it comes to processed tomatoes, the country is a world leader and quality is an important point. But little of this production reaches Brazil. Most stay in Europe or go to Asia and Africa. Now, the Meu Tomatí project aims to change this and expand participation in the Brazilian market.

The campaign, which has the support of the European Union under the AGRIP-SIMPLE program and OI Pomodoro Industria Bacino Centro Sud, has traveled throughout Brazil promoting the quality of tomatoes and sauces produced in Italy. The focus is on businesspeople in the import sector, chefs and the media. The strategy? Win everyone over by their stomach and prove through flavor that Italian tomatoes are a worthwhile investment.

The Italo Brazilian Chamber of Commerce held presentation rounds for the Meu Tomatí project in five states (Rio de Janeiro, São Paulo, Minas Gerais, Paraná and Santa Catarina). All, of course, had dishes prepared with Italian tomatoes for guests to try.

The objective of the project is to expand the market for processed Italian tomatoes – sauces, peeled tomatoes and passatas – in Brazil within three years. In 2021, Brazil imported around 20.6 thousand tons of processed tomatoes from Italy. This year, until May, it totaled 12.8 thousand tons. The number is significant, but Italians want more.

“There are 37 million descendants of Italians in Brazil. Only there we already have a market that has not yet been fully conquered[…]. Our canned tomatoes arrive here, but it is still very little given the potential that the Brazilian market has”, comments Michele Sabatio, one of the representatives of the Meu Tomatí project.

What does the San Marzano tomato have

A favorite among chefs, the San Marzano tomato is produced in Southern Italy and is one of the varieties promoted by the Meu Tomatí campaign. Elongated, it has a thin skin, firm pulp and is known for its sweetness, low quantity of seeds and mild acidity.

The variety produced in the Campania region has a Protected Designation of Origin (PDO) seal in the European Union. This certification ensures that consumers get authentic products. It is a seal that promotes consumer confidence and supports local producers who follow production standards.