Malaysian consumers and food enthusiasts are set to experience a new wave of authentic Mediterranean flavours with the launch of eTomAato: European Tomato, A Red Passion.
This two-year campaign, introduced at the 18th edition of the Food & Hospitality Malaysia (FHM) 2025 exhibition, aims to connect Italian tomato producers with Malaysia’s growing food and beverage sector.
Backed by the European Union, the campaign is spearheaded by the Embassy of Italy in Kuala Lumpur, the Italian Trade Agency (ITA), and OI Pomodoro da Industria Bacino Centro Sud Italia.
With more than 70 Italian tomato producers under its banner, eTomAato represents a strong push to establish European tomatoes as the premium choice in Malaysia’s restaurants, retail stores, and home kitchens.
A Taste of Mediterranean Excellence
The initiative is not only about trade; it is about cultural and culinary exchange. By introducing Malaysian chefs, food manufacturers, and consumers to preserved Italian tomatoes, the campaign highlights the superior safety, traceability, and sustainability practices that underpin European agriculture.
“eTomAato bridges the gap between Europe’s centuries-old tomato heritage and Asia’s dynamic culinary innovation. We’re providing Malaysia with ingredients that meet the highest international standards while inspiring new culinary possibilities.” – Dr. Angela Donvito, Trade Commissioner of ITA.
This vision emphasizes long-term collaboration between Europe and Malaysia, enriching the local food scene with globally recognised quality ingredients.
A Market Opportunity in Malaysia
Italy is already a global powerhouse when it comes to tomato exports. Between January and May 2025, the country exported €1.17 billion (approx. RM5.7 billion) worth of prepared or preserved tomatoes to international markets.
Malaysia alone imported €8.58 million (approx. RM42.5 million) of preserved tomatoes globally during this period, with €1.8 million (approx. RM8.9 million) coming directly from Italy.
These figures underline Malaysia’s appetite for Italian tomato products, making Italy the country’s second-largest supplier in this category.
For Malaysia’s thriving restaurant industry, where demand for high-quality ingredients is rising rapidly, European tomatoes offer consistent flavour, robust safety standards, and versatility across cuisines.
Supporting Malaysia’s Culinary Growth
The eTomAato campaign is designed to complement Malaysia’s local agricultural sector rather than compete with it. By introducing premium, sustainable tomato products, it aims to support local culinary innovation and help Malaysian chefs raise the bar both regionally and internationally.
Over the next two years, the campaign will roll out a variety of initiatives, including:
- Seminars and workshops for industry professionals
- In-store tastings to introduce consumers to authentic Italian flavours
- Collaborations with chefs and food service providers to showcase tomato versatility in both traditional and modern dishes
Beyond product promotion, eTomAato also seeks to encourage food safety and sustainability practices in line with Malaysia’s long-term goals for the food industry.
A Partnership for the Future
For Italy and the European Union, this initiative represents more than market expansion—it signals a commitment to partnership with Malaysia. As Francesco Pezzarossi, Second Secretary of the Embassy of Italy in Kuala Lumpur, emphasized, the initiative showcases how shared expertise and tradition can create mutual benefits.
European tomato preservation techniques, which extend freshness even in tropical climates, provide Malaysian chefs with reliable and versatile options to enhance their menus. From pasta sauces to fusion dishes, preserved Italian tomatoes open doors to endless culinary creativity.
A Step Toward Regional Expansion
The campaign’s Malaysian launch also serves as a springboard for broader outreach in Southeast Asia, with expansions already underway in Thailand and Singapore.
Success in Malaysia will demonstrate how European agriculture can meet Asia’s growing culinary expectations, cementing a strong foundation for deeper trade and cultural collaboration.
“eTomAato is more than a campaign. It is a partnership built on quality, sustainability, and shared passion for great food.”
For more information about eTomAato and partnership opportunities, visit https://etomaato.eu/.
Keywords:
- eTomAato Malaysia
- Italian tomatoes Malaysia
- European tomato campaign
- premium tomatoes Malaysia
- Italian food products Malaysia
- EU agriculture Malaysia
- Mediterranean flavours Malaysia
