ANICAV, the Italian Association of Canned Vegetable Industries, has concluded an educational tour in Italy aimed at promoting the heritage of Italian canned tomatoes in the United States. Co-funded by the European Commission and staged under the “Greatest Tomatoes from Europe” banner, the initiative hosted a select group of nine American opinion leaders, media representatives, and influencers.
Over the course of the tour, participants moved from field to factory: visiting lush tomato fields to learn about cultivation and harvesting, then touring state-of-the-art processing facilities to see the meticulous methods behind high-quality canned tomatoes.
From the Fields to the Kitchen
The program paired those visits with hands-on culinary experiences. Masterclasses led by renowned chefs walked attendees through the fundamentals of Italian cooking, while hands-on sessions had them crafting authentic Neapolitan pizzas. Tasting menus inspired by Neapolitan traditions showcased the versatility of Italian canned tomatoes, and guests also explored Naples and its surroundings to connect the cuisine to its cultural roots.
“This tour has been a fantastic opportunity to bridge cultures and share the flavors of Italy with our guests from the USA,” said Giovanni De Angelis, ANICAV's general director. “We are excited to see how they will share their experiences and promote Italian canned tomatoes within their community.”
Feedback from participants underscored the campaign's aim. “It was the perfect mix of learning, food and culture, showing the food and hospitality industry from a completely different perspective,” one attendee said. “Walking through the tomato fields and visiting the processing plants showed how much work and care goes into these canned tomatoes before they ever reach a table.”
The initiative is designed to strengthen the culinary connection between Italy and the United States, highlighting an Italian food tradition now recognized by UNESCO as an intangible cultural heritage. More information is available at greatesttomatoesfromeurope.com.
Why It Matters
Canned tomatoes are a grocery staple, and provenance is increasingly a differentiator on shelf. Campaigns like “Greatest Tomatoes from Europe” signal continued EU investment in premium, origin-driven positioning, a cue grocery buyers and CPG brands can use as shoppers weigh quality and heritage alongside price.
For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.
Written by FBM Publications Editors
