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Italy: "Labeling Lessons" for canned tomato products

29/11/2022 - François-Xavier Branthôme
Launch of a multimedia campaign to raise awareness of the content and meaning of food products labels: for the ANICAV, this is "an important initiative, reaffirming once again that transparency is a key value for our industry."

A multimedia campaign designed to raise consumer awareness about fundamental issues such as the absolute transparency regarding the origin of products and the sustainability of the packaging: this is the objective of the initiative, which includes canned tomato products, being run by the RICREA, the National Consortium for the Recycling and Recovery of Steel Packaging, in collaboration with the ANICAV and the ANFIMA (the Italian National Association of Rigid Metal Packaging Manufacturers).

The partner organizations who designed this project decided to use the special "Labeling Lessons" format from Rai Advertising, starting in November, to make it clear that tomatoes are processed and packaged within twenty-four hours of the harvest, that their origin is always indicated on the label, and that the steel packaging is a real and secure "natural safe" capable of preserving all the taste and health features of the main ingredient of Mediterranean cuisine, while being a high-performance and above all sustainable packaging, given that it is 100% recyclable, indefinitely.

Characterized by clear and attractive graphics, the video focuses on the label of the metal cans containing tomatoes, which are described and analyzed by a voice-over narrator highlighting the valuable information presented through a close-up effect, amplified by a magnifying glass/lens.

"We are pleased to continue our valuable collaboration with RICREA and ANFIMA with this important initiative," commented Giovanni De Angelis, ANICAV's General Director. Consuming tomatoes packaged in metal cans is a conscious and sustainable choice and this video clip confirms it once again. We hope that this communication campaign can dispel any doubts and increase the awareness and confidence of consumers, who are disoriented by repeated attacks on the origin and quality of tomatoes, as these attacks propagate a climate of suspicion that is irreversibly harmful to our industry."

The communication campaign, which will run for four weeks from November 6, 2022, will be broadcast in Italy on Rai TV channels (Rai 1, Rai 2 and Rai 3), on RaiPlay and Rai digital channels, on Radio Rai (Radio 1, Radio 2 and Radio 3), and finally in cinemas of the Rai Pubblicità circuit.

Some complementary information
The ANICAV, the National Industrial Association of Canned Vegetable Food Products, founded in Naples on February 5, 1945, is the largest representative association of tomato processing companies in the world in terms of the number of member companies and the volume of product processed. It includes 80 companies out of the 115 operating in Italy, which together process about 70% of all tomatoes processed in the country and almost all the peeled-tomatoes produced in the world, with a turnover in 2022 of EUR 4 billion (accounting for over 70% of the total turnover of the Italian tomato processing sector). About 60% of this production is exported to Europe (Germany, France, United Kingdom) as well as to other countries (USA, Japan, Australia), making the tomato an ambassador for "Made in Italy" excellence around the world.

Sources: ANICAV,, 
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