Italy Launches eTomAato Campaign To Bring Premium European Tomatoes To Malaysia

KUALA LUMPUR, Sept 24 (Bernama) -- Malaysians will soon savour the taste of premium European tomatoes as Italy, backed by the European Union (EU), rolls out a new campaign to showcase the quality and versatility of its preserved tomato products.

The eTomAato: European Tomato, A Red Passion campaign, launched by the Embassy of Italy in Kuala Lumpur and the Italian Trade Agency (ITA) in collaboration with OI Pomodoro da Industria Bacino Centro Sud Italia, aims to provide local consumers and food professionals with a closer experience of Europe's centuries-old tomato heritage.

ITA Trade Commissioner Dr Angela Donvito said the eTomAato campaign is providing Malaysian chefs, food manufacturers and consumers with ingredients that meet the highest international standards sparking new culinary ideas.

"This campaign represents our commitment to long-term partnerships that benefit both regions' food industries," she told a press conference here on Wednesday.

Also present was Second Secretary of the Embassy of Italy in Kuala Lumpur, Francesco Pezzarossi.

Donvito highlighted that eTomAato is designed to complement, not compete with, Malaysia's agricultural sector.

She said the campaign introduces premium, sustainable tomato products that support culinary innovation and can boost Malaysia's competitiveness in regional and global markets.

"Over the next two years, eTomAato will roll out seminars for industry professionals, in-store tastings for consumers, and collaborations with top chefs and food service providers. The goal is to showcase the versatility of European tomatoes in Malaysian and international cuisine.

"Beyond promoting sales, the initiative also supports Malaysia's food industry goals by encouraging food safety, sustainability, and knowledge-sharing. European processing and preservation techniques offer advantages for tropical climates, and the wide variety of tomato products provides Malaysian chefs with new tools to elevate their dishes," she said.

Meanwhile, Pezzarossi said between January and May 2025, Italy exported €1.17 billion (RM5.7 billion) worth of processed tomato products worldwide.

"During the same period, Malaysia imported €8.58 million (RM45.2 million), of which €1.8 million (RM11.8 million) came from Italy, making the country the second-largest supplier of preserved tomatoes to the Malaysian market," he said.

eTomAato represents over 70 Italian tomato producers and aims to establish European tomatoes as the premium choice in Malaysia's expanding food and beverage sector.

The campaign will introduce Malaysian consumers to authentic Mediterranean flavours while demonstrating the superior safety standards, traceability, and sustainability practices that define European tomato production.

-- BERNAMA