Italy Introduces Premium European Tomatoes to Malaysia with eTomAato Campaign.

Italy Introduces Premium European Tomatoes to Malaysia with eTomAato Campaign. | Italy has officially brought a taste of its red passion to Malaysia with the launch of the eTomAato campaign: European Tomato, A Red Passion at the Food & Hotel Malaysia (FHM) 2025 exhibition. The event, held at KLCC, highlighted the excellence of European tomatoes and their journey from Italy’s fertile lands to Malaysian kitchens.

The campaign is spearheaded by the OI Pomodoro da Industria Bacino Centro Sud Italia, representing Italy’s central-southern tomato industry, and co-financed by the European Union. Its mission is clear: to raise awareness in Southeast Asia about the premium quality, safety, and versatility of European tomatoes.

A Message of Quality and Culture

During the launch, Mr. Guglielmo Vaccaro, President of OI Pomodoro Centro Sud, emphasized the significance of bringing Italian tomatoes to new markets: 

“Tomatoes are not just food in Italy; they are culture, tradition, and innovation. Through this campaign, we aim to share with Malaysians the passion and quality that define our European tomatoes.”

 

Representing the EU, Mr. Timo Lankinen, EU Delegation Counsellor, also highlighted: 

“European agricultural products, such as tomatoes, are produced to the highest standards of safety, quality, and sustainability. We are excited to see Malaysia as one of the key destinations to experience this excellence.” 

Meanwhile, Mr. Nicola Lucarelli, Coordinator of OI Pomodoro Centro Sud, added: 

“This campaign is not only about promoting tomatoes but also about building bridges between Europe and Malaysia through food and culture.”

Why European Tomatoes Stand Out

European tomatoes are celebrated worldwide for their:

• Superior quality and freshness, thanks to sustainable farming. 
• Strict EU regulations ensuring safety and authenticity. 
• Rich flavors and versatility, whether in sauces, pastas, or pizzas. 

In 2024, Italy exported over €1.17 billion worth of tomatoes globally, with Malaysia alone receiving €8.9 million — a figure that reflects growing demand among Malaysians for authentic European produce. 

My Taste of eTomAato at FHM 2025

I had the chance to taste the eTomAato tomatoes during the launch, and I can confidently say: they do taste different from the usual tomatoes we get from other countries. The flavor was richer, fresher, and more balanced — a true taste of Italy.



And of course, I couldn’t miss the pizza served that day at the FHM 2025 event. Made with eTomAato products, it honestly felt like a slice straight out of Italy. The tangy sweetness of the tomato base made the pizza incredibly authentic — so italiana! I loved it. 

A Red Passion Shared with Malaysia

The eTomAato campaign promises more exciting activities in Malaysia soon, from cooking collaborations with local chefs to consumer experiences showcasing the unique taste of European tomatoes.