European Firms in China's Future: Italian enterprise sees China as more appealing market than U.S.

As one of the world's major exporters of tomato paste, Italy has earned a strong reputation for its products worldwide. According to the Italian National Institute of Statistics, in 2024, exports to the U.S. accounted for 10 percent of Italy's total, making the U.S. by far the top non-EU destination for Italian goods and the second overall after Germany. As a result, the "reciprocal tariffs" imposed by the Trump administration could deal a severe blow to Italian exports.

Century-old Gustarosso is an Italian brand that cultivates and produces around 1,000 tons of San Marzano tomatoes each year. In light of the recent tariff threats, Gustarosso's owner, Edoardo Ruggiero, stated that the company is actively expanding its presence in the Chinese market. "The Chinese market may be more appealing than the U.S. market. Our dream would be to export most of our products to China," he said.