From pizza to pasta, Italian tomatoes are basically the backbone of global comfort food. Now, Italy is making it official with eTomAato: European Tomato, A Red Passion, a new EU-backed campaign to bring premium preserved tomatoes straight to Malaysia.
Launched at Food & Hospitality Malaysia (FHM) 2025, the initiative represents over 70 Italian tomato producers, aiming to position European tomatoes as the gold standard in Malaysia’s growing F&B scene. Think richer flavour, strict food safety, full traceability, and sustainable practices basically, everything you’d want in a pantry staple.
“eTomAato bridges Europe’s tomato heritage with Asia’s culinary creativity,” said Dr. Angela Donvito, Trade Commissioner of the Italian Trade Agency, during the launch.
Why it matters
Between Jan–May 2025, Italy exported €1.17 billion worth of preserved tomatoes worldwide.
Malaysia imported €8.58 million worth of these products, with Italy already the country’s second-largest supplier.
Translation: Malaysians already love Italian tomatoes, and now the supply is set to grow.
What’s next
Over the next two years, expect:
Chef collabs
In-store tastings
Workshops for industry pros
All designed to show how versatile preserved tomatoes can be, whether it’s in a Michelin-star menu or your home-cooked spaghetti night.
With the campaign also expanding to Singapore and Thailand, Malaysia is officially part of Italy’s big tomato love story.
More info 👉 etomaato.eu
