For any tomato operator worth its salt, it needs to meet demand for authentic ingredients. The general consumer expectation in 2026 is restaurant-quality meals in the home, with minimal complexity. And in foodservice, operators are under pressure to balance premium requirements with tighter margins and labour challenges. 

BALANCING ACT

“As a result, there’s growing demand for ingredients that deliver consistency, reduce prep time and support scratch cooking,” said Matteo Polgrossi, brand manager at Cirio. “Chopped tomatoes, passata and premium pizza sauces are becoming increasingly popular because they help kitchens work more efficiently, while still delivering authentic flavour.

“There’s also awareness around transparency and provenance, particularly as conversations around ultra-processed foods continue to grow. Consumers look more closely at what goes into meals, whether dining out or at home, increasingly valuing simple ingredient declarations and traceable sourcing1. Brands that demonstrate authenticity and supply chain transparency resonate strongly.

“Also, scratch cooking and premiumisation are shaping the category. Even during periods of economic pressure, many consumers are willing to trade up for ingredients they trust to elevate everyday dishes2. That’s creating exciting opportunities across the sector.”

FOCUS ON INNOVATION

Of course, foodservice is hugely important to Cirio, working closely with a range of operators, wholesalers and chefs – from pub operators to independent pizzerias, looking to deliver flavour at scale. 

“We want to deepen relationships with those focused on premium casual dining, travel and leisure, and caterers,” continued Polgrossi. “Convenience-led innovation remains a major focus. We have recently launched a Vegan Bolognese Pasta Sauce which has sparked great interest. Not only does it meet quality standards but also responds to demand for versatile plant-based solutions that can help broaden menu appeal, while catering to evolving preferences around healthier and sustainable choices.

“And there is interest in formats tailored specifically for foodservice applications, whether that’s pizza, pasta sauces or batch cooking in high-volume kitchens. Ingredients that work flexibly across multiple menu applications, while helping to minimise waste and maintain consistency.”

Cirio expects to enjoy continued momentum around premium Italian formats, particularly products that highlight provenance, regionality and simplicity. 

“Ultimately, innovation is less about reinventing the ingredient itself and more about delivering greater convenience, consistency and authenticity.”

TEAM EFFORT

Whether it’s inflationary pressures, climate-related impacts on agriculture and wider supply chain disruption, all operators are filled with trepidation. But Cirio’s cooperative model provides resilience and transparency. 

“Because our Italian farmers own the company and we process tomatoes close to where they are harvested, we maintain control over quality, availability and efficiency. We make long-term decisions that support customers and farmers, rather than reacting short term to market volatility.

“For foodservice operators especially, consistency and value are critical. Kitchens are under pressure, while carefully managing margins, labour and waste. Products like Cirio deliver Italian flavour with dependable performance and minimal waste.

“Our strength lies in a unique supply chain and deep connection to Italian agriculture, which gives us a level of authenticity and traceability that’s difficult to replicate. Unlike many brands, Cirio is owned by a cooperative of more than 14,000 Italian farmers, allowing us to maintain close control over quality from field to can.

“Tomatoes are grown in carefully selected regions across Italy and processed within 24 hours of harvest at facilities located close to the fields. This helps preserve the natural flavour, colour and freshness.

“Trust is increasingly important. Consumers and operators want reassurance around sourcing, quality and authenticity, and that’s where our structure and long-standing heritage continue to differentiate us within a highly competitive market,” concluded Polgrossi.