"At Tuttofood 2025, we presented a preview of the new Vitale-branded 'La Datterina' sauce made with red and yellow date tomatoes: The product combines the intensity of red date tomatoes with the delicacy of yellow ones, and the result is a perfect balance of sweetness and freshness. The innovative restyling aims to express the company's distinctive values more coherently: attention to quality, a rigorous selection of raw materials, and respect for the Italian agricultural tradition," reports Gianluca Gasponi, commercial director of the premium Italian brand Conserve Vitale.
© Concetta Di Lunardo | FreshPlaza.comConserve Vitale: Mariangela Franzese, brand manager, Gianluca Gasponi, brand commercial director, and Gelsomina Franzese, manager.
Giaguaro S.p.A. was founded in 1978, and its origins date back to the family business, which was set up in the 1960s in the heart of the Nocerino-Sarnese valley: an area historically characterised by an important production of canned tomatoes. The historic factory - equipped with innovative technology - covers an area of 105 thousand square metres, 50 thousand of which are covered.
© Concetta Di Lunardo | FreshPlaza.com
Vitale, the historical brand of the group's premium line, is the flagship brand of a company that has reached double figures in terms of export turnover. With a commercial presence in over 60 countries around the world, particularly Germany and France, the company currently represents one of the leading players in the canning industry. The sale of canned tomatoes on the foreign markets represents the company's core business, with a total value of €200 million, broken down as follows: 70% destined for the big retail trade through private label brands, while the remaining 30% aimed at the Food Service channel.
© Concetta Di Lunardo | FreshPlaza.com Gelsomina Franzese and Mariangela Franzese, managers of the Vitale brand, whose tomato preserves are recognisable on the foreign market.
"The growth of private labels is now a structural fact: we are no longer just talking about variegated products, but about lines that, in many cases, have fully won the trust of consumers, evolving into real reference brands."
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"After years of a strong focus on exports, we are now aiming at the domestic market with a complete restyling of the brand and the introduction of new premium sauces, among which 'La Datterina' stands out. The market for red preserves is undergoing a phase of further transformation, driven by new consumer demands and an economic context that requires greater selectivity in purchasing. In this scenario, some key trends are strongly emerging that are redefining the identity and positioning of the category. There is a strong push towards innovation and high-quality products. Consumers, while more careful with their spending, continue to look for products that guarantee authenticity, superior taste, and traceability of the supply chain era. With this in mind, Giaguaro is continuing to invest in excellent raw materials, processing systems, and processes as well as renewed packaging."
© Conserve Vitale
"In terms of production, the campaign will start in mid-July. At the moment, there seem to be no particular problems - weather permitting - although each reference area has its own critical issues. In recent years, the processing tomato sector has had to cope with high energy and tinplate costs and, on the weather side, with copious rainfall 
© Conserve Vitale in northern Italy and drought problems in central and southern Italy. This has led to major repercussions in terms of yields and production costs, so that the cost of red canned goods has risen in recent years. At this stage, having overcome the problem of the floods and late frosts, drought and water shortages are a concern, especially in Puglia. The challenge will also be to understand how much the real economy will follow up in terms of consumption."
"With a view to green policies," Mariangela Franzese concludes, "we have embarked on a path of environmental sustainability by installing a high-efficiency cogeneration plant. Projects are part of a broader vision which also includes the sustainability of materials, the evolution of packaging, and the strengthening of the most prestigious supply chain certifications."
© Conserve Vitale
For more information:
Vitale Conserve
Gianluca Gasponi
Via Ingegno 46,
84087 - Sarno (SA)
+39 081 5136356
[email protected]
www.vitaleconserve.it
