Facing US tariffs that threaten Italian exports, century-old tomato brand Gustarosso is turning its gaze eastward, finding the Chinese market more appealing than ever.
Italy, renowned for its high-quality tomato paste, has seen substantial trade with the United States. According to the Italian National Institute of Statistics, in 2024, exports to the US accounted for 10% of Italy’s total, making America the top non-EU destination and second overall after Germany. However, recent “reciprocal tariffs” imposed by the Trump administration could severely impact Italian exporters.
Gustarosso, a historic Italian brand cultivating around 1,000 tons of San Marzano tomatoes annually, is actively expanding its presence in China. Owner Edoardo Ruggiero expressed optimism about the Chinese market. “The Chinese market may be more appealing than the US market,” he said. “Our dream would be to export most of our products to China.”
The allure of the Chinese market lies not only in its vast size but also in the increasing appreciation for Italian culinary traditions among Chinese consumers. As more people in China develop a taste for international flavors, opportunities for Italian food producers are expanding.
By pivoting toward China, Gustarosso aims to navigate the uncertainties posed by trade policies and secure a steady market for its renowned San Marzano tomatoes. This move may signal a shift for other Italian exporters as they look to diversify and tap into emerging markets.
