The 'Fresh Up Your Life' project, funded by the European Union and led by CSO Italy, has been showcased at the Winter Fancy Food show in Las Vegas. The initiative aims to capitalize on the lucrative US market for fresh European food, with a focus on tomatoes, a staple of Made in Italy products. Over the past two years, US imports of Italian tomatoes have seen a dramatic increase of 69%, valued at €12,376,000 in 2019 and €20,896,000 in 2021, underlining the growing demand for quality European produce in the US.