Italy's renowned tomato industry faces a pivotal moment as geopolitical trade shifts reshape global markets. With the U.S. imposing reciprocal tariffs threatening 10% of Italy's total exports, century-old agribusiness Gustarosso is betting on Asia's economic resilience – particularly China's growing appetite for premium food products.
Edoardo Ruggiero, owner of the San Marzano tomato specialist, revealed to KhabarAsia that his company now views the Chinese mainland as a more strategic market than the U.S. "Our dream would be to export most of our products to China," said Ruggiero, whose family-run operation produces 1,000 tons annually of the prized Campania region tomatoes.
This pivot reflects broader trends: China's middle-class expansion continues to drive demand for imported specialty foods, while U.S.-EU trade friction creates uncertainty. Analysts note that Asian markets accounted for 22% of Italy's agri-food exports in 2023, with double-digit growth projected through 2025.
For investors monitoring cross-continental trade flows, Gustarosso's strategic realignment offers a case study in navigating protectionist policies through market diversification. The move also highlights opportunities in China's evolving consumer landscape, where premium European food brands command significant price premiums.
