The Italian tomato supply chain is grappling with challenges such as unfair competition from non-EU countries, climate change, and poor water infrastructure. As the third largest in the world, the sector is vital for Italy's economy and employment. Industry leaders, during Anicav's public meeting, called for stricter regulations to prevent fraud, better water management, and potential protectionist measures to ensure fair competition. They also urged the EU to adopt Italy's rule for passata production, requiring it to be made from fresh tomatoes with clear origin labeling. Despite a decline in domestic consumption, the industry is focusing on boosting exports to mitigate these issues.