Incentivize into Brazil the consumption of European canned tomatoes, especially the Italian ones. This is the objective behind the campaign launched these days in the city of St. Paul. The same is funded by the European Union and promoted by the consortium Oi Central South Tomato, the largest tomato processor in the world, which encompasses the entire production chain from Abruzzo to Sicily, with the coordination of the Italian Chamber of Commerce of San Paolo (Italcam).
Initiatives to promote pulp and peeled tomatoes
The campaign, which has been called 'Meu Tomate' (My Tomato), will also carry out other actions until the end of this year aimed at making peeled or pulped tomatoes from Europe and Italy known. The planned initiatives include a week with special menus in São Paulo restaurants (in October) and promotions in supermarkets. In addition to São Paulo, the activities will also involve the cities of Rio de Janeiro, Belo Horizonte, Curitiba and Florianópolis, in collaboration with the respective local Italian Chambers of Commerce. The program is aimed at operators in the agri-food import sector, Brazilian consumers, journalists and influencers.
Demand is growing in the Brazilian market
The promotion of Italian and European tomatoes comes at a time of growing demand on the Brazilian market. Consider that, until May of this year, the South American country has imported about 13 tons of tomatoes prepared or preserved in Italy. This positive trend, in reality, had already begun in the past few years. This is confirmed by the data provided by the Brazilian Ministry of Development, Industry, Trade and Services. Data that boost Italian exports.
Made in Italy Excellence
“The idea is to bring the excellence of European and Italian products to Brazil,” he said Fabio Selan, director of the Italian Chamber of Commerce of São Paulo (Italcam). Richard Half, owner of the consulting firm Investire in Brasile, stated regarding this campaign: “I think it could be very interesting to publicize the concept of 'made in Italy' and how to recognize a 'made in Italy' product”.
