The European tomato sector is currently facing significant challenges due to the EU Association Agreement with Morocco, which has led to a surge in cheaper Moroccan tomato imports, thereby affecting the competitiveness of EU producers. This situation is exacerbated by an ineffective entry price system and a lack of reciprocity in environmental and labor standards, alongside higher production costs and lower profitability for EU producers. In response, the sector is exploring strategies to address these challenges, including advancements in horticultural technology and innovation, as highlighted during a visit to the Technological Innovation Center (CIT-Coexphal) in Almeria, Spain. The visit showcased the expansion of organic crops and the 'solar greenhouse' model, reflecting a commitment to sustainable agriculture amidst these competitive pressures.