The UPA-UCE Extremadura is urging tomato industries in the region to increase tomato prices in order to cover farmers' production costs in the next campaign. They warn that if profitable prices are not received, farmers may switch to alternative crops like olives and almonds, leading to a decline in tomato cultivation. Despite favorable sales and increased profits for the industries in the last campaign, UPA-UCE highlights the challenges faced in the 2023 campaign, including reduced production due to weather and phytosanitary issues, as well as increased costs for farmers.