Italy Launched eTomAato Campaign at FHM 2025 to Bring Premium European Tomatoes to Malaysia

What a treat for the taste buds! I was so excited to be at the launch of the Italy  eTomAato: European Tomato, A Red Passion, a comprehensive campaign to Bring Premium European  Tomatoes to Malaysia at the 18th edition of the Food & Hospitality Malaysia 2025 (FHM 2025) exhibition. This the EU-backed initiative connects Italian producers with Southeast Asian food markets. They are next-level, it’s amazing to see such high-quality ingredients making their way to our shores.  

Italy Launched eTomAato Campaign at FHM 2025 to Bring Premium European Tomatoes to Malaysia. Dr. Angela Donvito (fourth from left), Trade Commissioner of the Italian Trade Agency (ITA) Kuala Lumpur; during the launch of the eTomAato: European Tomato, A Red Passion at the 18th edition of Food & Hospitality Malaysia (FHM) 2025, together with Francesco Pezzarossi (second from left), Second Secretary from the Italian Embassy in Malaysia; Mr. Michele Sabatino (third from left), Director General of Euroconsult Sicilia; Mr. Guglielmo Vaccaro (fourth from right), President of OI Pomodoro Centro Sud Italia together with representatives from ITA and ITALCHAM Malaysia

The Embassy of Italy in Kuala Lumpur and Italian Trade Agency (ITA), working with Ol Pomodoro da Industria Bacino Centro Sud Italia and backed by the European Union, introduced this two-year initiative designed to showcase premium Italian tomato products to Malaysian consumers, restaurants, and food manufacturers.

eTomAato: European Tomato, A Red Passion campaign showcased Italy’s commitment, alongside the European Union, to strengthening EU–Malaysia agri-food collaboration by introducing premium, safe and sustainable European tomato products that complement Malaysia’s agricultural sector, inspire culinary innovation, and position European tomatoes as the premium choice for both professional kitchens and home cooks

eTomAato represents more than 70 Italian tomato producers and aims to establish European tomatoes as the premium choice in Malaysia's growing 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.

I had the opportunity to taste the Italian premium tomato sauce during the eTomAato Campaign. Love the natural sweetness and mild tanginess of the tomato sauce, its great and versatile for cooking. 

Dr. Angela Donvito, introduced the eTomAato campaign during the press conference, underscoring the role of premium European tomatoes in strengthening EU–Malaysia agri-food collaboration and how it will drive culinary innovation in Malaysia

Dr. Angela Donvito, Trade Commissioner of the Italian Trade Agency and Francesco Pezzarossi, Second Secretary of the Embassy of Italy in Kuala Lumpur, officially introduced the campaign to Malaysia, which has expanded to neighbouring countries such as Thailand and Singapore. Their presence highlighted the strategic importance of strengthening agricultural and food trade relationships between the European Union and Malaysia.

"eTomAato bridges the gap between Europe's centuries-old tomato heritage and Asia's dynamic culinary innovation," explained Dr. Angela Donvito.

"We're providing Malaysian chefs, food manufacturers, and consumers with ingredients that meet the highest international standards while inspiring new culinary possibilities. This campaign represents our commitment to long-term partnerships that benefit both regions' food industries."

"Between January and May 2025, Italy exported €1.17 billion (approx. RM5.7 billion) worth of prepared or preserved tomatoes-excluding those in vinegar or acetic acid-to markets worldwide," said Francesco Pezzarossi. "In the same period, Malaysia imported €8.58 million (approx. RM42.5 million) of these products globally, with €1.8 million (approx. RM1.8 million) coming from Italy. Thanks to their rich flavour and deep-rooted culinary tradition, Italian preserved tomatoes have earned a strong position in the Malaysian market, making Italy the country's second-largest supplier in this category."

Francesco Pezzarossi, speaking during the press conference, emphasised that the initiative is not intended to compete with Malaysia’s agricultural sector but to complement it by fostering culinary innovation and support the country’s broader competitiveness in regional and global markets

The eTomAato initiative taps into a clear market opportunity in Malaysia, where the restaurant industry is growing and demand for high-quality ingredients is rising. European preserved tomatoes offer consistent quality, rich flavour, and strong food safety standards - ideal for both professional kitchens and health-conscious home cooks.

Dr. Angela Donvito highlighted that eTomAato is designed to complement, not compete with, Malaysia's agricultural sector. 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 gives Malaysian chefs new tools to elevate their dishes.

The campaign's launch in Malaysia serves as a springboard for Southeast Asian expansion. Success here will demonstrate how European agriculture can meet the region's growing culinary expectations. As Dr. Donvito put it, eTomAato represents a new kind of partnership-focused on quality, sustainability, and mutual benefit.

For more information about eTomAato and partnership opportunities, please visit https://etomaato.eu/