One interesting fact illustrates the close connection between Italy and tomatoes: although tomatoes did not originate in Italy, they have become one of the most iconic and recognisable symbols of Italian cuisine around the world, today officially recognised by UNESCO as an Intangible Cultural Heritage of Humanity. Tomatoes are not only a cornerstone of the Mediterranean diet, but also one of the strategic assets of Italian agri-food production, particularly in Southern Italy, where Campania, Puglia, Basilicata and Molise continue to deliver produce of the highest quality thanks to their unique climatic conditions.
Today, however, the value of Italian tomatoes extends far beyond taste. The challenge is to combine quality, sustainability and competitiveness, while reducing waste, resource consumption and environmental impacts throughout the entire production chain.
World Tomato Day, celebrated annually on 15 June since 2002, also helps draw attention to these issues. The day was created to raise awareness of the economic, cultural and environmental role of one of the flagship products of Italian agriculture.
La Doria between innovation and sustainability
Among the leading companies in the sector is the La Doria Group, now Europe’s leading producer of peeled tomatoes and tomato pulp for the retail market. Founded in 1954 in the Agro Nocerino-Sarnese area, the company has built its production model around three key words: land, commitment and passion. This approach now positions it as one of the most significant examples of the new sustainable tomato supply chain.
The tomatoes used by La Doria are 100% Italian, come from selected non-genetically modified varieties and are certified by Friend of the Earth for sustainable agriculture. The close proximity between fields and processing plants allows the product to be processed immediately after harvesting, preserving its quality and nutritional properties.
Since 2014, the company has introduced specific systems for ethically monitoring the supply chain in order to verify working conditions, contractual compliance and prevent practices such as gangmaster exploitation and undeclared labour. A further distinctive element of the company’s production model is the fully mechanised tomato harvest; a choice which, in addition to ensuring speed and efficiency, significantly reduces workers’ exposure to critical employment conditions.
At the same time, the Group has invested in precision agriculture projects using IoT technologies and Artificial Intelligence to support agricultural producers. In collaboration with the start-up Evja, La Doria has developed digital farming projects based on wireless sensors that monitor climate data and generate predictive models to optimise the use of resources and agronomic practices in the field. Data relating to 2025 show significant results: a 43% reduction in water consumption, a 67% reduction in pesticide use and a 33% reduction in insecticide use.
Great attention is also paid to waste management and the circular economy. In 2025, La Doria recovered 98% of the waste it produced, transforming by-products such as tomato skins and seeds into animal feed, while fruit stones are reused in the confectionery industry.
The role of Friend of the Earth
This journey is certified by Friend of the Earth, a project of the World Sustainability Organization (WSO), which promotes rigorous standards for sustainable products and services. In particular, the Friend of the Earth standard for sustainable agriculture, obtained by La Doria’s fresh tomatoes in 2012, establishes stringent criteria relating to ecosystem protection, responsible management of natural resources, reduced environmental impact and the safeguarding of workers’ rights throughout the entire production chain.
The issue of sustainable tomatoes will be at the centre of the free webinar organised by Friend of the Earth and La Doria on 16 June, the day after World Tomato Day. Speakers will include Paolo Bray, founder of Friend of the Earth, Stefano Grieco, European Director of Quality and Product Development at La Doria, and Roberta Postiglione, Head of Sustainable Sourcing at La Doria.
This event confirms that the future of the Italian tomato no longer depends solely on product quality, but on the ability of the entire supply chain to combine innovation, sustainability and social responsibility.
To take part in the free webinar “Sustainable Tomato Production and Certifications”, please register using the following link: https://meet.zoho.com/
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