Good news to Malaysian, we can now enjoy premium European tomatoes here too! Thanks to Italy for launching the eTomAato campaign. The eTomAato: European Tomato, A Red Passion, is a comprehensive campaign recently introduced at the 18th edition of the Food & Hospitality Malaysia (FHM) 2025 exhibition at KLCC Convention Centre recently.
The Embassy of Italy in Kuala Lumpur and Italian Trade Agency (ITA), working with OI 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 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.
“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.”













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