Italian pumpkin consumption has seen a rise due to their natural varieties and health benefits. The cultivation of pumpkins in Italy has grown by over 2000 hectares, mainly in Lombardy, Emilia-Romagna, and Veneto. The quality of the Italian pumpkins is confirmed by export results, with Italy being a major player in the market. The growth potential is high due to the global increase in pumpkin consumption. The vegetable is being promoted by AOP Gruppi Vi.Va through the Fruit & Veg: Natural Health! project, funded by the EU. The project aims to introduce consumers in Italy, the Netherlands, and Romania to the quality of various fruits and vegetables.