With sustainability still at the core of many life decisions nowadays, consumers keep asking for more transparency and reliable data about the origins and production of the food they buy. Our Tomato SAUCE project, co-founded by the EU and the AGRIP Program, has the goal of fostering knowledge and awareness by providing reliable information about the high environmental standards of the European tomato supply chain.

Imagine how the tomato sauce you regularly buy at the supermarket is made. What pops into your mind? You probably picture a vast, luscious field someplace warm, where tomatoes grow naturally under the sun. Probably Italy is the country you’re thinking of since it’s the land of world-renowned pizza, pasta, and fabulous high-quality sauces.
Your imagination may not be too far from the truth. In fact, Europe is a significant producer and consumer of tomatoes, and Italy is one of the leading tomato-producing countries in the region alongside Spain and the Netherlands.

In 2022, Italy produced and processed 5.5 million tonnes of tomatoes, which account for 56% of the whole European production and 15% of global production. A significant portion of the tomatoes harvested in Italy is processed into various final products such as tomato paste, canned tomatoes, sauces, and other derivatives. Italy’s reputation for producing high-quality tomato products has made Italian processed tomatoes sought after globally. Most people are knowledgable about the tomatoes of Southern Italy such as the San Marzano, but the North of Italy is also home to tomato varieties with a long history and tradition.

The importance of Northern Italy’s supply chain in the European agro-food landscape

OI Pomodoro da Industria del Nord Italia (in short, OI Pomodoro) is an interbranch organization for processing tomatoes in Northern Italy. We bring together 13 producer organizations (POs) and 20 processing companies (PCs) from the regions of Emilia-Romagna, Veneto, Lombardy, Piedmont, and the province of Bolzano. Our 2,000 farmers grow tomatoes on 37,000 hectares of land, producing 2.8 million tonnes of first-class tomato pastes, pulps, and purees from their harvest each year. This means that every day, 25% of Europeans get to enjoy our tomato products.

But we’re not just about high-quality production. As a matter of fact, the tomato processing industry faces several sustainability challenges that impact the environment and social well-being. Some of the key sustainability issues are water and carbon footprint, food waste, agrochemicals and land usage, biodiversity loss, and labor conditions.

To help address these issues and increase awareness about sustainable practices, we have always pursued high environmental standards by adopting eco-friendly and organic approaches to tomato farming and processing. This includes reducing water and energy consumption, using environmentally friendly and organic fertilizers, and promoting fair labor practices.

In 2015, we calculated our Product Environmental Footprint (PEF) in the EU-funded Life plus PREFER project, anticipating the Green Deal’s “Farm to Fork” strategy. We were the first agri-food supply chain in Europe to calculate the PEF over the entire production cycle, from farm to table.
The PEF research considered and analyzed specific indicators such as CO2 emissions, water footprint, impact of fertilizers, and much more.

It’s insightful to know that 400gr of one of our world-class tomato sauces consumes as much water as a full shower and as much energy as one A-class washing machine’s cycle. Our environmental footprint is low thanks to a number of methodologies used at all stages of the production process. For example, integrated farming constitutes about 90% of our cultivation method, while the remaining percentage of land is cultivated through organic farming. As we write this, there is an updated study being published with new data from 2022, that we will share shortly.

The Tomato SAUCE project

For several decades now, sustainability has become an increasingly important factor influencing food choices worldwide. Consumers are becoming more aware of their food purchasing decisions’ environmental, social, and economic impacts and are seeking options that reflect their values.

According to a study taking consumer insights into account, awareness and intention seem definitely in favor of sustainability. However, there is an attitude-behavior gap at the purchasing stage. While 70% of French consumers and 58% of German consumers support their willingness to penalize non-sustainable companies, only 32% and 29% respectively did so in 2020¹. What’s triggering this gap?

Consumers may be wary of buying organic or sustainable products for several reasons, which can vary depending on individual beliefs, preferences, and perceptions. Many consumers may not fully understand the benefits of organic or sustainable products or may be unfamiliar with the certification processes. The lack of awareness about the positive environmental and social impacts of such products can lead to reluctance to switch to more sustainable brands. Moreover, consumers may be skeptical of claims made by certain companies, as they worry sustainability might be used as a marketing ploy without a genuine commitment to eco-friendly practices.

¹ Capgemini, 2020.

According to a study of Capgemini², about 49% of consumers state they don’t have enough information to verify the sustainability claims of the products they buy, while 44% don’t trust these claims. On top of that, there may be some confusion about the abundance of eco-labels and certifications, making it challenging to distinguish authentic sustainable options from less environmentally friendly ones.

This is why we decided to invest in a brand-new project called Tomato SAUCE (Sustainable Agriculture Understanding in Central Europe), which has the goal of fixing the European consumers’ attitude-behavior gap and the lack of transparent and useful information about the high environmental standards of the European tomato processing industry. The project’s claim is crystal clear: “Grounded in Sustainability. European tomatoes grow full of purpose.”

We want to showcase the reality of OI Pomodoro, as it is a tomato processing supply chain representative of the European agri-food sector. Our aim is to provide verifiable data, trustworthy content, and first-hand experiences to everyone involved and interested in the industry. We believe in honest and informative communication, and we think it is important for potential consumers to be fully aware before making any type of purchasing decision.

So what should you expect from us?

We are collecting and distributing valuable materials online through our website, our social media account, and our newsletters. You will learn current facts and figures about our supply chain that cover important topics such as carbon and water footprint, integrated and organic farming, and social responsibility. Through a professional documentary series coming soon, we will introduce you to our beloved collaborators and to our everyday commitment toward a fairer and more sustainable production and processing of our tomatoes.

² See the full research here: https://www.capgemini.com/wp-content/uploads/2020/07/20-06_9880_Sustainability-in-CPR_Final_Web-1.pdf

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