Anicav, the world's largest tomato processing association, held a public assembly at the Il Filo Rosso del Pomodoro event, highlighting the importance of understanding young consumers' buying habits and the need for sustainability in the industrial tomato supply chain. Italy, the second-largest producer of processed tomatoes, faces challenges like increasing production costs. A study by Anicav, Swg, and Laboratorio Adolescenza revealed that young consumers value transparency and local origin of food, including tomato products. The research underscores the importance of addressing misconceptions about the source of canned tomatoes and the role of packaging in influencing purchasing decisions. It also emphasizes the potential of preserved food in reducing food waste.