Cia-Agricoltori Italiani is advocating for a fair price for industrial tomatoes in central-southern Italy, following the lead of the center-north, which set the price at 150 euros per tonne. The move aims to stabilize the sector and regulate relations, as Italy, the world's third-largest producer of fresh tomatoes for canning, faces challenges like water scarcity, increased production costs, and the loss in cultivation surfaces. The association stresses the importance of a collective effort to tackle these issues and enhance the sector's competitiveness and sustainability, particularly in the context of declining sales of traditional products and the need for more involvement from large-scale retailers.