Mutti’s CMO Rafael Narvaez on How to Conquer the World with Local Tomatoes

In just five years, Mutti has doubled its international
revenue. Rafael Narvaez, CMO of the iconic Italian tomato brand,
shares with Verena Gründel how a family-owned company from Parma
became a global player - without losing its soul.


After decades at PepsiCo and Mars, Rafael joined Mutti to
lead the company’s international expansion from the marketing
side.


“The starting point was actually understanding where we
stand with the brand around the world and understanding that
there are markets where we are a challenger. Where we are not a
market leader. And in order to cut through and be noticed in a
challenger market, you need to be bold. You just have to. So, it
was really a cultural shift within Mutti.”


One of the bold moves Rafael initiated: The Great Tomato
Challenge in the U.S. Instead of simply sampling products, Mutti
challenged consumers to taste their tomatoes blind, compared to
fresh ones from the grocery store. The results? Tune in!


But boldness also means cultural sensitivity. In Japan,
where tomatoes aren’t a staple, Mutti started small, working with
one retailer, testing SKUs, and adapting the approach to local
consumption habits. “Being global in brand foundations and local
in execution is the key,” Rafael explains.


Mutti’s four brand pillars - quality, communication,
innovation, and consistency - are applied across all markets.
From iconic packaging to premium positioning, everything is
designed to reinforce the brand’s identity while adapting to
local needs.


5 Facts from the Episode


Mutti produced 525,000 tons of tomatoes in 2023 - all
harvested in Italy.


Mutti is now present in over 100 countries; 60% of its
business comes from international markets.


Mutti doubled its international growth in just 5 years,
from 30 to 60%.


New sustainable glass jars reduce CO₂ emissions by 7% -
equal to 13,000 car trips between Rome and Milan.


Rafael’s top three KPIs: product velocity, brand
top-of-mind, and digital engagement.


If you enjoyed the episode, you should definitely also
watch Rafael Narvaez’s keynote at the DMEXCO CMO Summit 2025.
It’s full of sharp insights, personal stories, and actionable
takeaways for international brand leaders: 


https://community.dmexco.com/event/dmexco-2025/planning/UGxhbm5pbmdfMjc0MjEwOQ==


All DMEXCO 2025 sessions are available on demand for
free. Simply register at dmexco.com and
dive into the full treasure trove of digital marketing
content.