Bold Moves with Italian Soul
„The starting point was actually understanding where we stand with the brand around the world […] in a challenger market, you need to be bold […] it was really a cultural shift within Mutti.“ Mutti is deeply rooted in Italy and now active in more than 100 countries. In conversation with host Verena Gründel, Global CMO Rafael Narvaez shares how the family-owned company from Parma scaled internationally without losing its soul—through uncompromising quality, consistent brand management, and bold, locally relevant actions.
From PepsiCo and Mars to Mutti—Why a Family Business?
After decades in corporate environments, Narvaez joined Mutti for its purpose, long-term perspective, and entrepreneurial freedom. Brand decisions are coordinated centrally, while execution remains close to the market.
Premium as Differentiation and Commitment
Mutti’s four pillars—quality, communication, innovation, and consistency—make the premium positioning credible: from iconic packaging to product lines free of unnecessary additives.
Bold Move in the U.S.: The “Great Tomato Challenge”
Sampling reimagined: In the U.S., Mutti invited consumers to blind-taste its tomatoes against fresh ones from grocery stores. The result? Conversation, attention, and a clear increase in rotation across the test states—a masterclass in challenger strategies for large markets.
Winning Locally—Step by Step in Japan
Where tomatoes aren’t part of everyday cuisine, Mutti starts small: a pilot with one retailer (Aeon), testing assortments and understanding local habits. The principle: global in brand foundations, local in execution.
Sustainability—A Foundation and a Story When It Matters
A new glass design reduces CO₂ emissions by 7%, translated into 13,000 car trips between Rome and Milan. In communication, taste and quality remain #1. Sustainability supports the story where it truly adds value.
Supply and Origin—Freshness as a System
Harvested in Italy (Parma, Piacenza, Ferrara, and others) and processed within one day: that’s how Mutti ensures “fresh” taste in every can and jar. Specialty varieties come from their respective core regions in the south.
Channels and Brand Clarity
A mix of traditional and digital media ensures reach. In Germany, Mutti first clarified the brand meaning (“Mutti” ≠ “Mom”) and origin—an essential foundation before emotional storytelling could scale.
What Brands Can Learn from Mutti
Mutti’s success shows: boldness pays off when it’s built on premium quality, clear brand assets, and local relevance. This is how Italian DNA turns into a global brand. Anyone who wants to know how a simple tomato becomes an international success story should tune in to the podcast.
VoD tip: Rafael Narvaez’s keynote at the DMEXCO CMO Summit 2025 expands on these topics and is available on demand.
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