Italy's Tomato Legacy Meets Global Tastes
Italy is a powerhouse in tomato paste exports, with iconic brands like Gustarosso at its heart. In 2024, exports to the U.S. made up 10 percent of Italy's total shipments, ranking it just behind Germany and leading all non-EU destinations, according to the Italian National Institute of Statistics.
Pivoting Amid Tariff Turbulence
When reciprocal tariffs threatened to pinch exporters under the Trump administration, enterprises like century-old Gustarosso started scouting new markets. Producing around 1,000 tons of prized San Marzano tomatoes each year, Gustarosso owner Edoardo Ruggiero sees fresh opportunities eastward.
"The Chinese mainland market may be more appealing than the U.S. market. Our dream would be to export most of our products to the Chinese mainland," Ruggiero said.
Lessons for Global Entrepreneurs
Gustarosso's strategic shift underscores the power of market diversification in a world of shifting trade policies. For young global citizens and business innovators, it highlights how agility and data-driven insights can transform challenges into growth stories—no matter where on the map your next customer lives.
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Italian enterprise sees China as more appealing market than U.S.
cgtn.com
