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Carrefour Italia, Fruttagel Team Up On Novel Tomato Purée Concept

By Branislav Pekic
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Italian organic food producer Fruttagel has teamed up with Carrefour Italia to launch a novel new tomato purée SKU, the composition and price of which was determined by a consumer survey.

The Passata di Pomodoro dei Consumatori (Consumers' Tomato purée) is available in a 500 gram pack. It is produced using tomatoes grown in the provinces of Ravenna and Ferrara, more precisely in the villages of Ghiaia and Argenta.

The tomato purée is the result of a survey organised by the association 'Chi è il padrone?! La marca del consumatore' ("Who's the boss? The consumer's brand'), part of a wider movement launched in France and present in ten countries that gives consumers a central role in the food chain.

Product Characteristics

The survey, which saw some 2,137 consumers participate, helped define the product's characteristics and price.

The Italian origin of the tomato used in the product was of crucial importance, indicated by 93.2% of consumers, while 81.8% gave priority to the protection of workers' rights and a fair payment to producers.


Just under two thirds (64.8%) chose sustainable agriculture as the method for growing tomatoes, while 71% decided on premium tomato purée from fresh tomatoes, which are sweeter, less acidic and denser than standard ones, packaged in glass (65%). They also voted for a product without additional salt (70.5%) or flavourings (85%) in order to preserve all the authentic taste of quality tomatoes.

The final price of the SKU, €1.12, is divided as follows: €0.83 divided between the processing industry, logistics and distribution; €0.13 to the producer (30% higher compared to the average market price); €0.19 to cover the cost of the package (glass jar, label and cardboard); €0.06 euros to theChi è il padrone?! association; and €0.05 for VAT.

Pact Against Food Waste

The tomato purée also adheres to the 'Pact Against Food Waste' promoted by the app Too Good To Go, a virtuous alliance between companies, supermarkets and consumers that aims to reduce food waste over the next three years with concrete actions and initiatives.

The tomato purée will be available from mid-February in Carrefour Italia stores.

© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine

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