I had the chance to attend the launch of eTomAato: European Tomato, A Red Passion in Kuala Lumpur, and let me tell you, it was an eye-opening experience. This two-year, EU-backed campaign was introduced during the 18th edition of Food & Hospitality Malaysia (FHM) 2025, and it’s all about bringing premium European tomatoes to Malaysia.
The event was hosted by the Embassy of Italy in Kuala Lumpur together with the Italian Trade Agency (ITA), supported by O.I. Pomodoro da Industria Bacino Centro Sud Italia and the European Union. With over 70 Italian tomato producers under the eTomAato banner, the goal is to connect Malaysia’s growing food scene with the best of Mediterranean tomato heritage.
What really stood out to me was how much emphasis was placed on quality, safety, and sustainability. These tomatoes aren’t just rich in flavour; they’re carefully produced under strict European standards, ensuring consistency and reliability. As someone who loves both cooking and dining out, I can see why Italian tomatoes are in demand – they bring out that authentic taste in every dish, whether pasta, pizza, or even Malaysian fusion creations.
At the launch, I listened to Dr. Angela Donvito, Trade Commissioner of the Italian Trade Agency, and Francesco Pezzarossi, Second Secretary of the Embassy of Italy in Kuala Lumpur. Dr. Donvito shared how “eTomAato bridges the gap between Europe’s centuries-old tomato heritage and Asia’s dynamic culinary innovation.” And it makes sense – it’s about giving Malaysian chefs and consumers access to top-quality ingredients that inspire creativity in the kitchen.
Some interesting trade figures were also revealed: between January and May 2025, Italy exported over €1.17 billion worth of preserved tomatoes globally. Malaysia imported €8.58 million, with €1.8 million coming from Italy, making it our second-largest supplier in this category. Clearly, there’s already a strong appetite for Italian tomatoes here.
Looking ahead, the campaign will roll out seminars, in-store tastings, chef collaborations, and culinary showcases across Malaysia. I’m excited to see how this initiative not only enriches our food culture but also strengthens EU-Malaysia food trade.
If you love exploring new flavours or experimenting in the kitchen, keep an eye out for the eTomAato campaign in Malaysia. From what I’ve experienced at the launch, these tomatoes are going to be a game-changer for both home cooks and professionals alike.
For more details and updates, check out etomaato.eu
dixonthum 