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He did not choose the easy route. The tomato market – with sales of around 190 billion U.S. dollars at last count – has always been competitive. In the 1990s, farmers and harvest workers suffered from the price pressure exerted by discounters. Today, cheap goods from China are flooding the market. Around ten times as many tomatoes are produced there as in southern Europe – and their deceptive packaging means they often end up on our plates. “Made in Italy” does not necessarily mean that the tomato was grown there, but perhaps only packaged.
At Mutti, the route from field to factory is no more than 100 kilometers. This saves CO2 and ensures more flavor: the less time there is between harvesting and further processing, the fresher the taste of the tomatoes, even in the can.
This quality comes at a price. “Our costs are 13 percent higher than that of standard production in northern Italy,” says Francesco Godani, who is responsible for research and development at Mutti.
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