Demand for premium Italian tomato varieties is growing, particularly among restaurants focused on ingredient quality and recognised certification standards. One brand benefitting from this shift is Rega, an AVPN-accredited, family-owned Neapolitan tomato producer founded in 1965. Their San Marzano DOP tomatoes are widely used when making the ultimate DOP Margherita pizza and their iconic gold lithographic tins of peeled tomatoes are a familiar sight in thousands of the world’s top kitchens. Their traditional production values and commitment to authenticity sit alongside their readiness to evolve with the times – as seen in their recent rebrand.
DOP speciality tomatoes, grown in the volcanic soils of Campania near Mount Vesuvius, are prized for their natural sweetness, balanced acidity and lower seed content. Their protected DOP status remains an important marker of quality for chefs seeking genuine Italian ingredients.
DOP speciality tomatoes aside, chefs want quality peeled tomatoes of all varieties. They’re increasingly favouring cleaner sauces with fewer additives, less sugar and minimal interference with the natural flavour of the fruit itself.
Ready-to-use polpa and peeled tomatoes with depth of flavour are also selling well within the HoReCa sector, helping kitchens produce sophisticated and innovative dishes while preserving a fresh, natural taste profile. This reflects another key trend – simplicity. Andrea Salvagni of Rega’s UK distributor Salvo 1968 said: “We’re seeing a consistent uplift in demand for speciality varieties of tomato, and we don’t expect that to slow anytime soon. We love working with customers who value that level of quality in their ingredients.”
Speaking to Rega founder Luigi Rega himself, it seems forecasts for the 2026 harvest are positive. For restaurateurs and pizza chefs alike, the continued focus on quality Italian tomatoes reflects a broader movement within hospitality – one that values heritage, transparency and ingredient integrity above all else.