Italy: Results of the Tomato SAUCE project

The two-year Tomato SAUCE project, conducted by OI Pomodoro Nord Italia, which aimed at promoting the sustainability of Italian processing tomato in France and in Germany, recently concluded with great results.

The project started in March 2023 and involved journalists, buyers and sector operators from both countries. Numerous communication activities were carried out to promote knowledge of the 5 pillars of sustainability from the OI Pomodoro Nord, including a press tour in September 2024. A market analysis of Italian tomato derivatives exports was conducted by Vsafe s.r.l.during the final phase, with a focus on France and Germany.
 
The 5 pillars of the project

The EU-funded Tomato SAUCE project (total budget: about 200,000 euros) focused on sustainable tomato processing in Northern Italy. It outlined five pillars of sustainability: holistic supply chain management (considering environmental, economic, and social factors), voluntary agricultural production methods (integrated and organic), low carbon footprint (short transport distances of maximum 60km, renewable energy on the plants), reduced water footprint (efficient water-saving technologies, use of drip irrigation), and social responsibility (fair labour practices and transparent supply chain). The project emphasized mechanized production and equitable decision-making between agricultural and industrial partners.
 
360° communication

The Tomato SAUCE project implemented a multifaceted communication strategy to promote its sustainability initiatives. This included newsletters, press releases, a dedicated website, active social media presence (especially LinkedIn), and a five-episode docu-series called "Truemato" on YouTube, featuring direct testimonials. They also organized press tours for journalists and food bloggers from France and Germany, offering firsthand experience with the tomato production chain. Furthermore, the project participated in key trade fairs in Italy, France, and Germany, allowing direct interaction with market operators through both representatives and information materials.
 
Export, France and Germany first destination countries

During the final press conference of the Tomato SAUCE project, data on Italian tomato derivative exports in 2024, analyzed by VSafe, showed positive growth despite a challenging production year. Overall export value increased by 4.2% to 3.39 billion euros, with specific growth in whole/piece tomatoes (1.5%), prepared/preserved products (6.8%), and ketchup/sauces (7.4%). Export volume also rose by 6.4%. Germany and France remained the top destinations, while Austria saw significant growth, becoming the fourth largest importer. Overall, Italian tomato exports are projected to continue increasing in 2024.

Some complementary data
Access the original press release on the OI Pomodoro website
 
Sources: OI Pomodoro Nord Italia